The athletic wear segment for women has always been a highly competitive sector with many new brands coming up to woo the consumers. However, even with the presence of so many brands in the market, the athleisure segment always had a wide gap between style and affordability. It is where Fabletics, one of the leading athleisure brands in the market today comes in. Don Ressler and Adam Goldenberg, two of the most successful serial entrepreneurs in the United States, have been looking for a new niche to venture in when they noticed the rapidly increasing athleisure segment. It is how the Fabletics came into being. The primary aim of launching Fabletics was to ensure that the women have a brand they can trust with both the quality as well as the pocket pinch. Don Ressler wanted women to be able to buy athletic wear without having to spend a fortune, and thanks to his years of experience in the fashion industry, he was able to do so with high accuracy.
Don Ressler noticed that most of the athletic wear brands in the market offered products at overpriced rates and the brands that offered at a meager price didn’t provide quality products at all. It made it difficult for the women with a budget to buy quality products that they wanted. Fabletics, from the very beginning, focused on not what the competitors are doing, but on what the customers are looking for. Focusing on the customers’ need helped Fabletics to come out with a range of athletic wear for women that were attractive, made of quality fabric, and was affordable at the same time. Don Ressler knew that making a mark in the highly competitive and saturated fashion market; it is important to have a familiar face that would represent the brand. Thus, Kate Hudson, one of the most celebrity actresses in Hollywood, was asked to join Fabletics as a co-founder. It helped the brand to become aspirational for women as well as popular among the masses.
Kate Hudson brought with her tremendous experience in public relations, communication, and fashion. These are the qualities that Don Ressler was looking for to help Fabletics reach out to a wider audience and make Fabletics, a major brand in the athleisure market. The company also used online marketing and data analytics technologies to help build a brand that can target the audience in an efficient manner, which in turn, would assist in improving sales and revenue considerably.