In every fashion market, most clients are always interested in buying products that are stylish and long-lasting. Don Ressler is an entrepreneur who understands this and has leveraged it to establish a successful business. In 2013, he co-founded Fabletics after noticing that the athletic wear industry had a gap. Most products that were in the market were unable to satisfy the dynamic consumer needs. The firm has devoted itself to providing customized, quality, trendy, and affordable athleisure wear to the American women. Don Ressler and Adam Goldenberg’s primary strategy at the company is to ensure that all the clients are satisfied. They are committed to giving American women athletic wear that makes them feel sexy, comfortable, and active.
Ressler and Goldenberg have been able to grow the company with help from Kate Hudson. They chose Hudson to be the firm’s face due to her fame as a Hollywood actress. She is also attractive and confident in herself, and this makes her appealing to most customers. Kate is the brand’s chief ambassador and spokesperson. She is also the co-founder of the fashion enterprise and has used her expertise in media to interact with the customers. Her contributions to the firm have significantly facilitated its growth into a multi-million dollar enterprise.
During inception, the primary challenge that Fabletics’ co-founders faced was developing athletic wear that is fashionable and functional. This factor has led to the failure of several companies in the business. However, Don and Adam had sufficient experience in the fashion and marketing sectors, and therefore, they were able to grow the firm. Fabletics has utilized great strategies in building a remarkable online presence and reputation that offers’ a competitive advantage over other brands in the business. Hudson is a delightful individual and has assisted the firm in attracting thousands of clients to its online subscription plan.
Fabletics has developed a unique e-commerce platform that offers membership plans to all its customers. The firm gives up to 50 percent discounts to the subscribers of its services. It provides regular and VIP memberships, whereby the VIPs pay $50 per month and are entitled to several privileges. VIPs are offered monthly gifts, free shipping, and reward points that are redeemable. Clients who are interested in registering for the company’s subscription plan submit some information about their lifestyle to make it easy for stylists to know their taste. Fabletics’ customer service is remarkable and has helped in building the brand.