Adam Goldenberg was only 15 years old when he entered the business world. He sold his gaming advertising site, Gamer’s Alliance, to Intermix Media but was still actively involved in the company. A few years later, he was offered a job by Intermix Media as the Chief Operating Officer of the company. He later dropped out of high school to take up the job.
Don Ressler, on the other hand, was also an entrepreneur when he met Adam Goldenberg. He had also sold Intermix Media his company in 1997. When the two met at Intermix Media, new successful brands were born that blended fashion, technology, and customer demand. Their friendship yielded business ventures on beauty and fashion.
Their Success Foundation
The duo drew their inspiration from trends and pain points, which are important factors that bring product success. On fashion, they noted that consumers lacked an easy way to find exactly what they wanted. So, they decided to create a personalized online fashion service that made it easy for consumers to find their preferred fashion without too much hustle.
The shoppers are attracted to the promotional offers that they get once they sign up as members. Information about their preference is collected, and when they want to shop, they are given their personal style recommendations. Techstyle and Justfab are a huge success because of the personalized online service. Their success is manifested largely through the brand Fabletics.
Successful Marketing Strategies
Fabletics is the brand name Don and Adam gave their line of sportswear. For ads, they used women of different sizes to show that there is always something for everyone. The sportswear was made of good quality fabrics that were very comfortable to move around in. Members received discounts and their preferred sportswear made easily available.
Don and Adam worked with the famous actress Kate Hudson, who is also the co-founder of Fabletics, to market the sportswear.
Merging online shops and Storefronts
Since Fabletics was started in 2013, it has gained over one million VIP members, and this number is growing thus there was a need to create physical shops. Since all shopping is done using technology, the members are scanned in upon entrance, and then they are given shopping recommendations according to their profiles. This system has helped make shopping easier and efficient while also helping the management keep track of the inventory, so they don’t restock what is not needed by the customers.