Fabletics is among the newest brands which have been launched by TechStyle Fashion Group. The company was previously known by the name of JustFab, and it was started by its mother company called Intellligent Beauty Inc. These businesses were created by online entrepreneur Don Ressler who has been founding a series of online companies mostly in the industry of retail.
Fabletics, in particular, was a collaboration between Don Ressler and Kate Hudson who s also the face of the business. Fabletics started selling athletic wear and basic sports gear in 2014. The company became popular quite fast as the pre-launch campaign was executed perfectly and it gave Fabletics a jump start. After that, the company grew through its subscription service although it has an option for one time purchases as well. Every month the clients who have subscribed receive a package in the mail containing a few outfits. They try on the clothes and decide if they wish to purchase any of them. This method of retail is called the reversed showroom technique. It is a very beneficial one to use as it can easily create trust between the brand and the client and prove the quality of the products as well.
Fabletics has been learning fast about the rising trends in consumer behavior and marketing. The online retailer added a review section where buyers can talk about their experience. It is important these days to have a review section as potential customers like to read about other people’s experience with the brand before making a purchase themselves. Research has shown that people almost always do extensive research before buying something online especially it s a more costly product. Many people even study the whole brand to determine if it is worth supporting them or not. Criteria include how and where the products are made and if the influential people of the business have any controversy around them. Consumer behavior has shifted drastically because of the internet. People talk and discuss products and the companies producing them. They have criteria, and strong beliefs about what kinds of brands are worth supporting. Fabletics has caught on to that change in consumers from an early start. That has allowed the company to leverage the power of the crowd and their voice.
Mr. Don Ressler has put a lot of effort into his entrepreneurship. He has chosen the internet for his business ground as the online world reaches everyone and holds a lot of promise. In fact, online businesses reach a lot more people than traditional ones which only advertise in the conventional ways instead of doing online marketing as well. Mr. Don Ressler is the founder and co-founder of online companies such as Intermix Media, Alena Media, Fitness Heaven, Brand Ideas, Hydroderm, and so on. He became successful in his 20s. He quickly massed the expertise on what it takes to create a successful online business. That is evident in the fact that some of his companies earn about a million in revenue sales.