Women sportswear industry has been performing dismally for a long time. There was a time that getting a good fashionable sportswear, one had to cough out a lot of money. Yet still, most of the available brands did not even come close to being worth the money that was being invested on. They used to be of poor quality, unfitting, and to make it worse uncomfortable. However, one trend was taking place all this time. More and more women were appreciating the need for purchasing active wear.


It is for this reason that Don Ressler and Adam Goldenberg started a revolution that would see the Fabletics brand change the industry. They started off by carrying out a market study that Don Ressler and Adam Goldenberg, saw the need to create a solution that would work for all women. At the top of the list was the need of coming up with a brand that was both affordable and fashionable. This was going to hit the market with a bang. It was what women wanted to have. Don Ressler and Adam Goldenberg started a brand known as Fabletics. Fabletics wanted to create a brand that that was functional, fashionable and affordable for all. would see them get to know what women really needed. Previous brands never addressed this issues from that point of view. It is all about what women themselves need. What they realized after the study is that the complaints among all women were all the same, Poor quality, unfitting, uncomfortable and expensive.


To spearhead the marketing efforts of the brand, Don Ressler sought the assistance of Kate Hudson as the brand ambassador. Kate Hudson was well connected with the women and was able to influence their decisions on which brand to buy. In a very short time, Fabletics brand was all over the market. Kate created a connection between the brand and the consumers. As a reward for her efforts in marketing the brand, she was given a position of being a co-founder.


Don Ressler went through the challenges of making the brand stand on its own. However, he was able to get a breakthrough when he launched the first sports pants that were both fashionable and functional. This did not come easily, as the manufacturers had a hard time manufacturing it. Don Dessler was however determined to see it go through the manufacturing process and into the market. http://perezhilton.com/tag/don_ressler/#.Wbw5M9FryM8

Categories: Business, Business Leader

Comments are Closed on this Post