Most women choose their athletic gear based on price. And while they would prefer something that’s fashionable, the high price tags will often send them running for the clearance racks.
Understanding the women’s sportswear market wasn’t going anywhere anytime soon, Don Ressler decided to start a company that had one single mission and that was to create active wear for women that was not only fashionable, but that was also functional and affordable.
The company, which goes by the name of Fablectics, was founded by Ressler and his business partner Adam Goldenberg.
The two men put their heads together and came up with a product that has revolutionized the active wear industry.
Unlike most new startups, Ressler and Goldenberg didn’t focus on market trends. Instead they put all of their time and effort into figuring out exactly what women wanted.
The pair used focus groups and consumer tests to determine some of the biggest problems women were facing when it came to sportswear.
Through these methods they discovered the 3 key issues women had with the sportswear that was currently on the market. They were not very appealing, they were expensive, and they didn’t fit right.
Quality and comfort were also big issues. When creating their product Ressler and Goldenberg knew they had to come up with something that would completely change the game. And that is exactly what they did.
The Fabletics brand has taken the term athleisure to a whole new level. And to prove how amazing their product was they decided to bring on Kate Hudson as the face of the brand. Having her as the spokeswoman for the organization made it easier to target their dream customers.
Kate’s down to earth demeanor and friendly personality is what made it possible for Fabletics to quickly connect to the masses.
As with all new companies, there were a few hiccups that Ressler had to deal with in the early stages. One of the biggest issues was complexity. Its not easy to create sportswear for women that is both functional and fashionable.
But Ressler was determined to bring his vision to life. And though it took a bit of time and effort, Ressler and his team were eventually able to create a product that was comfortable, high quality, functional, and most importantly, affordable.
Now, in 2017, Fabletics has decided to expand their market and focus on creating the same type of product for plus sized women. http://perezhilton.com/tag/don_ressler/#.Wbw5M9FryM8