Fabletics Takes Athleisure To A New Level

Fabletics took the challenge of bringing a new marketing concept to fashion. Since its inception Fabletics has risen to international levels and tremendous success. The company was founded by Don Ressler and Adam Goldberg as way to bring sleek new products to an overlooked consumer base. It provides a new marketing technique for women’s athletic wear which has drawn shoppers to the format. Fabletics continues to grow and is now opening physical locations throughout the country in order to broaden its reach within the industry. Its sales are in the billions and the products are available in multiple countries around the world.

Fabletics is an e-commerce based business that allows customers to browse its products online. Membership software allows the people who join the website in order to purchase the products at a discounted price. There is a monthly fee for the membership. The Fabletics site also provides unique features that customizes the shopping experience for each person. Their spending tendencies are logged into the system for future reference. From there the customers are presented with potential purchases based on their taste. The brick-and-mortar locations are designed to provide each customer with a similar experience to what they are accustomed to online. Fabletics understands that there is a huge secondary market who still prefers to shop in a physical manner. Adam Goldenberg believes that in the upcoming years 50% of all shopping will be done online. However, that leaves the other 50% available to be marketed to. Fabletics intends to be an all-in-one provider of fashion to women and make their products available through every sales avenue.

Athleisure is a market that continues to grow. It focuses on comfort and usability. Fabletics was able to create pleasing fashionable looks while providing athletic wear that is appropriate for most occasions throughout the day.

Don Ressler and Adam Goldenberg met when they were both young executives at a large firm. They had created startup companies and sold them to the same organization. Adam Goldenberg was a 19 year old COO at the time. He and Don Ressler had an instant connection and began exchanging business ideas. When the organization was bought out by another enterprise, Adam and Don decided that it was time to create something new together. They came up with a concept which eventually evolved into Fabletics. Kate Hudson is now the face of an organization that continues to expand throughout the world.