While we have all heard about Fabletics, and if you haven’t, take a minute and hop onto their site to see what it is all about…because it’s truly amazing, we often hear about the brand’s glamorous frontrunner, actress Kate Hudson. Hudson’s contribution as not only a spokesperson but a leader in many aspects of the company have certainly been a huge contributor into Fabletics success. Not only is she the face and voice of Fabletics, she manages social media strategy, reviews product lines and new items, and even checks in on sales numbers on a weekly (or more frequent) basis to ensure she is up to date on any and everything going on. On article said she knows exactly which pieces are performing best at all times.
However, the most recent article regarding Fabletics is a testament to its founding dynamic duo, Don Ressler and Adam Goldenberg. The two have joined each other on many ventures and Goldberg himself launched a successful company and even dropped out of high school to become COO.
The article discussed how Ressler and Goldenberg strategies behind Fabletics, as well as their other companies, to make them such a powerhouse success. First, instead of starting with idea and jumping into market research, the two focused on true pain points on the market place. In the fashion and athletic wear space especially, they saw that the average consumer is having less time to shop and moving online, but was hesitant to trust the functionality of an online fitness purchase. Users spent hours seeking for the best price and size. Fabletics has revolutionized all of that by starting each visit by using a Lifestyle Quiz to use an algorithm to create a unique user profile, meaning for the rest of the experience, each users orders are tailored just to their individual needs.
The two have worked together on many projects and co-own TechStyle, a brand that focuses on fashion innovation that thrives in the digital and mobile worlds. In fact, TechStyle was recently rebranded from a former name to purposefully show their focus on technology and innovation. Ressler and Goldenberg have always made technology and e-commerce a central cornerstone of their companies. In fact, in a recent article they talked about how many brands that have been around for decades are struggling to stay up with digital-first platforms. Most of their companies are new enough to go digital first straight out of the gate, giving them an advantage. http://rgtadvisors.com/bio/adam-goldenberg/