Fabletics has been able to carve out its own lane in the fashion retail business. The company was founded by Don Ressler and Adam Goldenberg as a new concept within a rigid industry. It has targeted a specific market that responds to their approach. The two businessmen teamed with Kate Hudson to put the company on the map as an alternative way of shopping for sleek new products. Fabletics is a womenswear line than is versatile and practical. The company is a unique format for distribution which has moved it to the top the retail industry.
Fabletics offers a unique concept to retail. It began as an e-commerce business that has now grown to international levels. There are brick-and-mortar locations opening in strategic locations. The shopping is done in an online store where the customers become members of the company website. They are able to browse and make their selections while the website records their spending tendencies. It then recommends items in the future for purchase that coincide with their shopping habits. Anyone can shop on the Fabletics site. However members are offered the items at a great discount. There is a monthly fee for the membership.
The growth of Fabletics has taken it to new heights within the industry. It is now beginning to open physical locations in an effort address a need in the market. Fabletics understands that they are primarily an e-commerce business. Yet there is a market that still desires the physical aspect of shopping. The brick-and-mortar locations will mimic the online shopping experience. The stores are equipped with the same features that the website site does so that shoppers can feel comfortable as they browse the products.
Don Ressler and Adam Goldenberg are two successful businessman that began their journey at a very early age. Both of them created startup companies that they were able to sell to a large organization. They decided to venture out on their own when the large company that they were working for was bought out by another organization. They saw this as an opportunity to create something unique and chose women’s fashion to make that statement.
Fabletics has become the leading marketer of athleisure wear in the world. Athleisure is a new concept that has grown throughout the market and is being embraced by women of all generations. There are other organizations attempting to push into the market. However, Fabletics remains the leader in the industry and has generated billions in sales annually.