In 2010, taking note of their surroundings, Don Ressler and Adam Goldenberg noticed the consistent growth in sportswear for women. It wasn’t the usual fad-in fad-out routine in fashion, and it appeared that athletic wear for women was here to stay, and the growth of this market had not even tapped the surface in sales.
Research and due diligence proved to be a vision for the future in women’s activewear. Don and Adam co-founded Fabletics with a simplistic view of their mission.
That mission was to create activewear that was:
- FASHIONABLE in style
- FUNCTIONAL and sturdy
- Most importantly – AFFORDABLE
Focusing on what women enjoyed wearing performing their athletic endeavors, and always wanting to look their best in apparel that was flattering to their body shape, yet allowed them to move freely and still provide flexibility and comfort. Don and Adam designed a revolutionary style of activewear that achieved their goals. Through consumer tests and focus group settings Don and Adam found the greatest problem that faced this market was the cost and market pricing. Something had to be done to lower the cost if they wanted their design and product to succeed in today’s economy.
The existing so-called activewear that existed was expensive, garish in appearance, and lost its shape after just a few wears and washings. The inadequacies of current Activewear had to change, and their product had to be produced with a most excellent quality of fabric, more forgiving to wear and cost less than being sold on the market at that time.
In other words, Fabletics Activewear had to be exactly as they thought:
Connecting with Kate Hudson provided everything they needed:
- FASHIONABLE – not garish
- FUNCTIONAL – designed for activewear and not inactivewear.
- AFFORDABLE – not expensive and unaffordable
- Audience attention
- Connection to women
- Terrific spokeswoman
- A co-founder for Fabletics
Kate Hudson provided all that and with her charisma and people skills, this put the bow on the Fabletics package and success has arrived.
This year, in 2017, with seven years behind them in planning and promoting and manufacturing, Fabletics has decided to expand their market, aiming at the plus-sized women in their fashionable clothes with an incentive to lose weight, get in shape become healthier. The program with Fabletics continues to make their selections affordable and attractive.