Athletic wear for women used to fall into two different categories. It was either fashionable or affordable, and there were no in-between options available. However, that didn’t make it any less attractive. If anything, the popularity of activewear was only growing, and people took notice. The market and the demand for something better was there, and Don Ressler took notice of the trend. He realized that there was an enormous potential for creating something better and something that women actually would like to wear. He knew that women wanted something that would look good and something that would not break the bank in the process. Don Ressler put his thinking cap on and co-founded Fabletics.
Don Ressler and his colleague and friend Adam Goldenberg who worked together before they co-founded the company wanted to create a revolution in how activewear is perceived and used. They looked at what women wanted in tests and focus groups that helped iron out the real interest there was. There were not enough size options, and most activewear was made after a ‘one size fits all’ principle. The better-styled clothing was too expensive, and the affordable end of the spectrum had no style. They also noticed that the quality was terrible while the clothing pieces were uncomfortable to wear, let alone use for exercising.
Don Ressler took all of these issues to the drawing board and worked together with actress Kate Hudson who also believed that there could be a better way. They were able to shift the understanding of brand. Kate was interested in the process, and her connection with media also helped propel the brand forward. It allowed their idea to become a reality and to connect with people.
They created a better shopping experience for women, offering them a wide variety of clothes that are stylish but comfortable. High-quality materials and the option of putting together their outfit. The website is attractive and easy on the eyes, and they worked hard on an appealing marketing campaign where Kate Hudson’s input was invaluable.
Offering women clothes that they wanted to wear without costing an arm and a leg were also a successful campaign, and the company was able to grow in a short period. Don Ressler and his colleagues put a lot of work into the project, and he is pleased with the success. However, he doesn’t want to stop at that, so the company wants to continue growing.