TechStyle Group is an innovative e-tailer with a broad number of brands for sale. One of these is Fabletics which has found huge success in the women’s activewear market with a premise of being both affordable as well as fashionable. Their clothing is also functional and can be worn all day long.
Don Ressler is one of the two co-founders of TechStyle Group as well as Fabletics. He leads the company not by primarily using current market trends in order to make decisions. Instead, his eye is on what women want. They use a variety of ways to determine this demand including focus groups and consumer testing. Over and over he heard complaints from women about the athletic wear industries. The complaints were that it was way too expensive to buy anything. Many women also said that more often than not the look of athletic wear was garish and it often didn’t even fit very well. Additionally, they complained too much of it wasn’t comfortable and to top it off they fell apart way too soon.
In putting together what Fabletics would offer to solve all of these problems, Don Ressler teamed up with the actress Kate Hudson. She is now the face of the brand and offers women great clothing that looks great a great price. They have clothing that fits all types of women including different weight and body styles. Kate Hudson is a very popular actress with women and she puts a friendly and confident face on the Fabletics brand.
When starting up Fabletics, Don Ressler ran into a number of issues including that of funding. He was able to overcome this issue and another one that was a huge problem which is complexity. The goal was to make clothing both fashionable and functional which no one could provide to Fabletics. As he has years of experience in the industry, Ressler and his team at the company solved these problems and were able to start offering women high-quality clothing that feels very comfortable.
Fabletics clothing is sold on their website. The website features a discount system where in exchange for paying $50 a month each customer gets discounted clothing that is delivered free of shipping charges. They also offer reward points on each purchase which can be redeemed on future purchases. Looking to the future, Ressler is expanding what is offered on the website by expanding their clothing sizes to plus-sized women.