Fabletics innovation in the women sportswear industry

Women like sportswear that is both fashionable and affordable. Even in their fitness routines, women always want to look classy. However, for a long time, these two elements have not been available together in designs that are available in the market. At the same time, consumption of sportswear has skyrocketed. It is for this reason that two designers; Don Ressler and Adam Goldenberg identified a gap in the market that was precipitated by the new trend that had hit the market. They realized that as time went by women athletic wear was gaining acceptance from all corners. They decided to start a brand known as Fabletics.

 

The role of Fabletics was simple. They wanted to come up with activewear that was both fashionable and affordable to all women. After sitting down together, Don Ressler and Adam Goldenberg came up with a design that was going to be revolutionary in the activewear market. They chose not to focus on the trend of the day. They knew the trick was in getting the designs that women themselves wanted. To know what actually the women wanted, they had to conduct some studies. They conducted consumer tests and at the end, one thing came out clear, that’s the needs of women in the area of sportswear were the same. They all identified similar problems which if addressed would see the market move to another level. Almost all women described the brands existing in the market as expensive and ill-fitting. The quality of the fabric was also substandard as well as being less comfortable. Don and Adam, concluded that for a woman to get a sportswear that was good one had to spend a fortune.

 

Don Ressler partnered with celebrity Kate Hudson who was the face of the Fabletics brand. Never before had a brand invested in branding women sportswear. In fact, very few companies even tried to target women specifically. However, with Kate Hudson as the brand ambassador of the sportswear, women felt more connected. Hudson also being a good public speaker was able to connect well with consumers and the end result was huge acceptance of the Fabletics brand as the best women sportswear brand.

Due to her contribution in the marketing of the Fabletics Brand, she was added to the list of its co-founders. Until today Cate Hudson is still involved in the active marketing of the brand. Don Ressler was happy that his idea had finally hit the ground running. http://hackronym.com/don-ressler-and-adam-goldenberg-establish-techstyle/

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