For the longest time, women’s athletic wear brands had a disjoint between fashion and affordability; those that were fashionable were unaffordable and vice versa. Adding the element of functionality to the previous two, the gap grew even bigger. Thanks to the creativity of Don Ressler and Adam Goldberg, the gap that existed between functionality, affordability, and fashion was closed. The duo established Fabletics, a women’s athletic wear brand that has brought a solution to many challenges that the fashion e-commerce used to face.
Designing What People Want
There is a big difference between what fashion trends dictate and what customers want. Instead of flowing with the prevailing fashion trend, Don and Adam made an extra step of going to the people and asking them firsthand what it was that they wanted. From that point, the duo set out to design athletic ware brands that fell squarely within the tastes and preferences of their clients. Fabletics design outfits that fit perfectly are comfortable, and above all, are inexpensive.
To get the Fabletics brand going, the actress Kate Hudson was brought on board as its face. Bringing together Don Ressler’s knowledge on matters e-commerce and Kate’s understanding of what women love has worked magic within the few years the brand has been in existence. Kate is friendly and confident, making her a good customer relations person. She serves as the brand’s spokesperson and lead ambassador and to this end, she did a great job at it. The actress is also known to be a passionate business executive who stops at nothing to see to it that Fabletics gets to the top of the fashion e-commerce industry in America and beyond.
The marketing strategies employed by Don, Adam, and Kate for Fabletics were unprecedented in the industry. First, Kate’s conversational prowess built a strong grassroots client base that got Fabletic’s physical stores crowded with clients. Secondly, the brand has a strong presence online that diverts lots of traffic its way. Thirdly, Don introduced discounted prices for subscribed clients as a way of cementing customer relationship. Some of the other benefits accorded to these subscribed customers include free delivery and getting reward points that they later use to make purchases.
Fabletics is definitely changing the lives of many women for the better. Thanks to the company, women can stay fit and lead healthy lives through active exercises. While at it, they are enjoying and are comfortable while at it. Don Ressler announced that plans are underway to bring even the plus size women on board.