Adam Goldenberg and Don Ressler, the founders of TechStyle fashion group, decided to create the Fabletics athleisure brand for women, in 2013.
At the time of its founding, the norm for female athleisure was either you choose bland but efficient or vice versa. Many apparels had a terrible material and would tear the tissue in a few days of working out in the gym. It was always like this: Either a woman shopping for her athletic gear would have to choose a really comfortable and elastic clothing, but with bland design and aesthetics, or stylish and hip athletic gear, but lacking in flexibility and mobility.
Don Ressler and Adam Goldenberg’s knew that this was a hole in the market, and decided to change this reality with their Fabletics idea. As specialists in the fashion industry, having invested and created other clothing brands in different industries, they have always thought that what women deserved is an athleisure brand that combines both style and functionality. In the business and entrepreneurial sense, this kind of product is also what would sell the most, as most women of the current generation are working out a lot because of the charts of obesity surrounding the U.S. However, acquiring the funds and materials to make such gears wasn’t easy, and that’s where Kate Hudson came into play.
Don Ressler and Adam Goldenberg knew that for their brand to succeed, they would need an efficient ambassadress for Fabletics, and Kate Hudson was the perfect partner and model for the brand. She’s charismatic and very passionate, not just about improving the idea, but with engaging customers as well. In the process getting more positive feedback and reputation, Kate Hudson’s role was essential. She is very beloved by the customers and staff of Fabletics, both for her approachable demeanor and hands-on work. She engages customers in social media as well, answering questions, feedback, and gathering suggestions from fans.
Since its creation in 2013, Fabletics has enjoyed tremendous success. Thanks to the efforts of Adam Goldenberg, Don Ressler, and Kate Hudson, the company is now worth $250 million with more than a million paying members. They are also getting new models and ambassadress like Demi Lovato to represent the brand and ensure its continuing success.
Advertising experts also credit the success of Fabletics to the unprecedented positive online reviews it continuously gets. Day by day we live in an increasingly digital world, and most people nowadays check online reviews of products before purchasing them. What used to be ‘passed through word of mouth’ in the world of product advertising is now ‘passed on through online reviews.’ Of course, just positive reviews aren’t enough. The reviews have to be honest and from real people making casual comments about the product they’ve purchased and this kind of comments is what makes Fabletics very successful in their online campaign. They also make it a point to engage in almost all of these positive comments they get.
To receive personalized outfit picks and workouts, try out Fabletics’ Lifestyle quiz.