With the rapid growth of active wear purchasing, Don Ressler and Adam Goldenberg rose to the task to help satisfy the need of the American people. Together they founded Fabletics, a clothing company that offers affordable, high quality, and stylish workout clothes for both men and women.
Before, the athletic industry either had expensive options, clothing that was impractical in function, or lacked color variety. Most of these options were also of the ‘standard size’ for commercial clothing making them uncomfortable for most body types. Ressler and Goldenberg noticed this trend in the industry and have worked to remedy it.
During this time Ressler and Goldenberg were running their business, TechStyle Fashion Group and were focusing on their main brand JustFab. Just Fab was already a success in the industry, being valued over $1 billion dollars USD. Read more: 3 LA CEOs you need to know now: Adam Goldenberg, JustFab and LA Entrepreneurs Don Ressler and Adam Goldenberg Are Reinventing How We Think About Technology and Fashion
However they noticed that if they tried to introduce an athletic line through this platform it wouldn’t work well with the overall branding of JustFab’s image. JustFab caters to everyday wear and they wouldn’t be able to meet their target customers as easily.
This is when the duo approached the actress Kate Hudson to team up with them to help them fulfill their mission. Hudson understood exactly what women look for when selecting athletic wear and she brought her contagious enthusiasm for fitness to the project.
Together the team embarked on their mission to create attractive, and functional, clothes for women regardless of their shapes or sizes.
Fabletics was born underneath the umbrella company TechStyle. Even though they aggressively marketed this new brand through social media and the consumer focused ideals of TechStyle, they still saw the struggles that are uncommon for a new business venture.
The first batch of inventory had to be returned due to being inferior in quality, minor conflicting views between the founders on what the vision should be, and a subscription based service that limited customers were the main struggles Fabletics encountered.
In spite of this Ressler, Goldenberg, and Hudson have persevered and due to the brand’s current success they have made plans to expand the variety of sizes that they have to offer to be more inclusive. The founders today take great pride in succeeding in a market that has traditionally both limits and exploits women.
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