A survey conducted on women gym wear reveals that most ladies have been forced for the longest time to choose between fashionable or affordable wear and not both. In 2010, Adam Goldenberg and Don Ressler noticed an augmented demand for fitness wear which was bound to increase even further. The two entrepreneurs decided to establish Fabletics, an activewear line for ladies which focused on three essential elements functionality, affordability and fashion.
Don and Adam, after having several consumer tests and focus groups discovered some of the consistent difficulties that women faced while shopping for their gym. Ladies expressed that most of the sportswear in the market was ill-fitting, garish, and costly; hence, it was hard to get something that looked great and felt good without spending a lot of money.
Don Ressler brought in Celebrity Kate Hudson to be the face of Fabletics, and this made all the difference as she offers a friendly, appealing, and confident personality. Moreover, through personal and online interactions with the clients, she managed to connect with most of the ladies and was named a business partner which increased her passion for the brand.
It is never easy to start a new business venture, and Don and Adam were no different as they faced several financial issues at the beginning. Nevertheless, through hard work and determination, they two managed to enhance the sportswear industry by creating a line that offered ladies functionality, comfortability, affordability, and high quality.
What sets Fabletics apart from its rivals in the business is that they have a robust online presence and excellent grassroots appeal. Furthermore, with Kate’s on board, she brings her charisma and excellent conversational skills set them apart from the rest. Besides, they have in place a discount pricing system where clients could sign up for the VIP package and get sportswear at a discount, free shipping, and loyalty reward points. The other alternative is to either pay a flat monthly rate or a fee of $50 monthly. Ressler and Goldenberg are pleased with the outcome of their business where they can boost the confidence of the everyday woman who is interested in taking care of their health while enjoying how they look.
There are so many future possibilities for Fabletics, and in 2017 they announced that they would expand their market to cater for the plus size category. This is because there are many plus size ladies looking to improve their health and Fabletics will offer them an incentive and comfort to shed off extra kilos, get in shape, and cater for their bodies.