Don Ressler, the CEO of Fabletics and co-CEO of JustFab Inc, has been making significant strides in growth of his business into a multinational corporation. The company specializes in the making of exercise pants for the youth. Fitness has become an important aspect in the US. More people have become aware of the benefits of staying in shape. As such, youths have flocked shops selling athletic apparel in an attempt to be healthy. Fabletics is a branch of the JustFab portfolio that is co-owned by Adam Goldenberg.
Capitalization of Market Niche
Launched in 2013, Fabletics has been actively involved in the production of athletic wear for the American market. However, present plans are to tap into the European and Asian markets. Ressler’s Fabletics has capitalized on producing high quality apparel at affordable prices. For instance, full outfits are sold at $49.95.This is lower than prices charged by rival competitors. As such, the company has been able to attract and retain a growing number of clients. Furthermore, Ressler has acquired the advertising services of Kate Hudson. Hudson’s background as an avid athlete and style icon has significantly aided in customer attraction.
Trend in Growth of the Brand
Furthermore, this Foodie Stays Fit review notes that Fabletics recently launched a men’s line known as FL2.The line is geared to attract men of various ages interested in exercise. The fabric is developed from latest technology and incorporates comfort and style. Such material ensures men feel and look good while working out. Ressler’s Fabletics has fully embraced technology by basing its sales on an online shopping platform. Ressler also plans to open up stores to reduce delivery time to clients. See: https://en.wikipedia.org/wiki/JustFab
Origin of Fabletics
Don Ressler credits his wife, Ginger, as a major source of inspiration in the business. The two have been passionate athletes since their college days. They wore less athletic apparel back then. A gap in the market was spotted immediately. Furthermore, they were ridiculously expensive on. Hence, the idea to create athletic and cheaper pants was conceived. More importantly, their products are flexible and can be worn on leisure outings. At the beginning, a lot of energy and sweat was spent in attracting new customers.