When selecting women’s athletic outfit, most of the women are trapped between two options: affordability or being fashionable. The women’s athletic wear market has experienced the gap between functionality and fashion for a long duration. With sportswear expenditure at an all-time high in 2010, Adam Goldenberg and Don Ressler noticed the trends. When they realized that women’s sportswear was not slowing down soon, they created Fabletics with a straightforward mission: produce wonderful looking athletics wear that was functional, fashionable and most of all, affordable.
By working together, Adam and Don were able to create a radical vision for women’s sportswear. Instead of concentrating on the recent market trends, as an alternative, they centered on what women wanted. And apparently, through focus groups and consumer tests, they succeeded in identifying some of the significant challenges facing women in the activewear world. The clothes were expensive, garish and most of them were not fitting correctly. The quality of the clothes was horrible and uncomfortable as well. In a nutshell, it was tough to design an outfit that looked fabulous and felt good without spending a fortune.
The hard work of Don Ressler and Kate Hudson as the face of the brand brought a change to all that. One of the challenges with the sportswear industry was that branding was moderately pervasive and only a few firms were able to target women with their brands specifically. Nevertheless, Kate Hudson, the popular actress proved to be a friendly, assertive and attractive face. Due to her passion for the media world and the ability to communicate easily with clients, Kate was brought on board as a co-founder. Up till now, she has not relented, but she takes her job seriously and concentrates on enhancing the presence of the brand in person and online.
One of the things that made Fabletics different from its major competitors was the massive grassroots appeal and resilient online presence. Using Kate’s conversational skills and charisma, the company was able to market itself online sufficiently, shunning the traditional retail system. Moreover, they also adopted a discounting pricing system. One would register for Fabletics VIP and pay a regular monthly fee of 50 dollars a month. In return, a VIP customer would get discounted clothing, reward points for the purchases and free shipping.
Fabletics is not satisfied with upholding the status quo. Recently, they announced that they would start expanding their market, targeting the plus-sized women category of sportswear. This move is tremendous because fashionable sportswear for bigger women who want to take care of their well-being will offer them comfort and incentive to lose weight, and get in shape.