Majority of women who work out on a regular basis consider two choices when they go shopping for sportswear either fashion or affordability with appropriate functional support and comfortability. In the year 2010, Don Ressler together with Adam Goldenberg, realized that there existed a wanting gap in women’s sportswear fashion and functionality and cofounded the Fabletics. The goal of the company was to combine fashion, and functionality to create affordable sportswear for women. They conquered the market not by following what was already in the shops but by using focus groups and getting opinions and from the women on what kind of wear they wanted .this proved to be a breakthrough as they were able to accomplish what other companies had unsuccessfully tried; to create a brand specifically targeting the women. Kate Hudson was used as the brand’s face and it turned out sensational as she represented beauty, confidence, and friendliness. She used her position as the company’s spokeslady to bond with the customers and carried out her role so excellently that the two co-founders brought her in as a third. The journey to making the perfect outfit took a while but with Ressler’s prior experience in fashion, the company was able to overcome complexity, which was a major challenge when it came to the production of all-around functional sportswear.
Before Don Ressler invested in the brand, he started by doing thorough research on what the women wanted, his approach was different from other brands who only make their products out of their own imaginations. Don invested in market research that enabled him to know what women expected. He also learned what was wrong with the existing products and what improvements they needed.
Fabletics invested heavily to ensure a heavy online presence and a good connection with their customers .this gave them an edge over their competitors. They sold their products online and also added a marketing model called Fabletics VIP where a customer could access discounted prices, reward points for all purchases and free shipping if they signed up for only fifty dollars a month.
The company has really been successful in providing the modern woman with quality and affordable outfits and it promises to begin working on sportswear for the plus-size women so that they too have access to comfortable and affordable wear to motivate them and boost their as they seek to keep fit. http://hackronym.com/don-ressler-and-adam-goldenberg-establish-techstyle/