Fabletics: Innovative Activewear

In the year 2010, Don Ressler and Adam Goldenberg co-founded a company named “Fabletics.” The goal of this company they created was simple: create active wear that looks great, is fashionable, functional, and most importantly, at a price that people can actually afford. This idea became important to them upon realizing that when women are shopping for active wear, they usually must make a choice between what is fashionable, and what they could actually afford.

Adam and Don put what the current market trends were to the side, and instead focused on what women desired. Through the use of consumer tests and focus groups, Adam and Don were soon able to come to the conclusion that some of the largest problems that women had to face with regards to sportswear were the same across the board. They found that the clothes all too often didn’t fit the women like they should, were far too much money, and were garish. It’s also noteworthy to point out that they found the quality of these clothes were far under par, as well as very much lacking in comfort.

Don Ressler, co-founder of Fabletics, soon began working with Kate Hudson, making her the face of the brand itself. A big issue with the sports fashion industry has always been the challenge of being able to cater specifically to women; something that only a few companies have been able to do. However, with Kate Hudson on the side of Fabletics, appealing specifically to women would become quite a more simpler task than it would have been without her. Not to mention, Kate Hudson’s passion for the world of media and her talent of being great at communicating would make her a key asset to the organization. With all of this being said, it’s not a surprise that Don and Adam eventually brought her on board as a cofound.

Though founded on a great idea, Fabletics, like any successful company, didn’t start out flawlessly. However, although Fabletics has been through it’s own set of challenges, the organization today is a very stable company, with a very strong online presence and even a vision to expand their market into the plus sized woman category!

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