In the past, getting good quality, stylish, and functional active wear for most women was a total nightmare. With the entry of Fabletics in the industry, all this changed. Fabletics, under the stewardship of Don Ressler and his co-founders, introduced both fashionable and functional women’s sportswear in the market. The brand has resonated with many and is recording unprecedented growth in the industry even as other brands grapple with losses. Given that the brand is offering affordable sportswear, many women are trooping online and to Fabletics’ stores to purchase a sportswear fashion statement of their own.
Fabletics Enters the Fashion Scene
Don Ressler together with his co-founders recognized a niche in the market focused on what women wanted instead of what the industry was offering. After several focus groups and consumer tests, Fabletics was born, solving the problem of expensive, garish and often ill-fitting sports attire for women across the globe. Additionally, the brand also took out the problem of uncomfortable and poor quality active wear replacing them with good quality, affordable and stylish sportswear. From the onset, Don Ressler and Adam Goldenberg (his co-founder) realized they would need to bring on board a brand ambassador women could relate to. The two settled on Kate Husdon whose presence in the company has resonated well with women across the world. Kate Hudson’s friendly, confident and appealing face and demeanor appealed to consumers. She took up the role of spokeswoman, taking charge of the brand’s communication with the masses, both online and in person. The brand’s business model which brings together online sales, a discounted pricing system and monthly membership is meeting consumers’ needs. For members, not only do they get discounted pricing for items bought, they also get free shipping and reward points for all purchases made.
Challenges and Successes
In the beginning, Fabletics faced various challenges, especially early-stage funding. Coming up with the proper design for the brand’s sportswear was also not an easy task. With focus and determination, Don Ressler eventually convinced manufacturers on how they could get rid of the complexity associated with active wear. His previous experience in the fashion industry contributed to the brand’s ability to overcome this hurdle, placing it on the path to success. Don Ressler’s hard work has paid off. Fabletics has captured the attention of women looking for fashionable, comfortable and affordable sportswear. Coupled with a great online presence and a functional business model that has seen consumers positively relating to the brand, Don Ressler is satisfied with the performance of the brand. In 2017, the brand is working on satisfying the demand for active wear by plus size women. Together with his team, Don Ressler has actively taken up this challenge and is putting in the hard work to ensure all their clients’ needs are met.