The fashion market has been evolving at a rapid pace in the last couple of decades, and many companies have been surfacing showcasing their strength as the trend changer. However, there has always been mild to the wild gap between functionality, fashion, and affordability. It is the case in the women sportswear segment as well, where women had to choose between style and functionality while almost always compromising with the affordability. It is this trend that was noticed by two brilliant entrepreneurs, Don Ressler and Adam Goldenberg. They realized that the segment of women’s athletic wear is not going to slow down anytime soon and thus, they co-founded Fabletics, which is an athleisure brand offering a broad range of athleisure designer wear for women from size XXS to 3XL.
The best part about Fabletics was that it didn’t catch the same bandwagon of fashion trends in the women’s athletic wear, but focused more on what women were looking for. It is what helped Fabletics make its niche in the fashion market. They found that many of the brands that offered good products cost a fortune and low-cost brands offered ill-fitted or garish products. There was hardly any brand that offered athleisure apparel at low cost while being good with design and fittings at the same time. And, it is this gap that Fabletics managed to fill successfully. To achieve their aim of providing consumers with high-quality products, both regarding design, fitting, and fabric quality, Kate Hudson was roped in as one of the partners. It also helped in making Fabletics a household brand among the women looking to lead a healthy lifestyle.
With Kate Hudson on board, Fabletics took off on a positive note and more and more women consumers not only started to recognize Fabletics as a brand but also became its loyal customers. The revenue of the company continued to multiply rapidly and in just a few years, managed to gain one million paid subscribers. Don Ressler had previous experience in the fashion industry, and he put in his experience at work to ensure that the fabric used in manufacturing the Fabletics athleisure wear were comfortable as well as high-quality. Fabletics also used the data-centric technology to its use and engaged in effective online marketing to reach out to potential customers worldwide, which helped the company jump the initial hurdles of commercialization in an otherwise highly competitive fashion market dominated by e-commerce brands like Amazon.