With regard to athletic wear for women, there are just two choices for them. Either they choose fashionable or affordable. There has always been a wide gap in this market between fashion and functionality. But activewear has reached an all-time high now. This was the reason that Don Ressler along with Adam Goldenberg took note of this trend in 2010. They realized that women’s athletic wear consumption is only going to increase. Hence they co-founded Fabletics. Its simple mission was to create active wear that was fashionable yet functional as well as, affordable.
Don Ressler and Adam put their heads together and came up with this revolutionary vision for active wear for women. They did not focus on the current market trends. Rather, they focused on what these women required. They went through several consumer tests and spoke to focus groups. This helped them to determine the greatest problems that were plaguing women in this world of women’s sportswear. They found that the clothes were garish and very expensive. Often they were ill-fitting too. Even their quality was abysmal and they were not comfortable too. It meant that an outfit that would look and feel good will be very expensive.
This was when Don Ressler decided to work with Kate Hudson. This changed the face of the brand. In case of sports fashion industry, branding had been relatively ubiquitous. There have been very few companies that have been able to target women specifically. However, Kate Hudson has a friendly, appealing face. She has been able to create a strong relationship with her consumers. This has helped to connect Fabletics to the masses. She has a passion for the media. She can communicate with customers. Also, she is one of the few celebrities who take her work very seriously. She wants to improve the brand image online and offline too.
Don Ressler has worked through several hiccups. These have included funding issues that they faced in the early stages. Don Ressler has been able to work his way through and managed complexity here. Making clothes that were both functional as well as fashionable was not easy. But the focus and determination of Don Ressler have helped him to achieve it. Also, his previous experience in this field has helped him to design the clothing that was both comfortable as well as high in quality. Fabletics has managed to create a strong online prese nce this way. http://hackronym.com/don-ressler-and-adam-goldenberg-establish-techstyle/