Adam Goldenberg and Don Ressler have been consistently highlighted recently due to the rapid success of Fabletics. If you haven’t heard of Fabletics yet, it is a line of athleisure wear championed by spokesperson Kate Hudson that crosses the line between fitness function and fashion while offering the highest quality items at a discounted rate due to a membership style pricing model.
The two came together with the goal of reimagining the fashion business with a digital first approach to consumer marketing. With the foundation of TechStyle and Just Fab, the duo wanted to meet consumers’ paint points head on and deliver a seamless experience that transcended the online shopping process.
Several years ago, when the duo founded TechStyle and Just Fab, many consumers were frustrated with the online shopping process. Deals were scattered across many websites and platforms and you could easily spend hours searching for the lowest price on one site, just to find out it is out of stock and then have the opposite experience on a different website. It was because of this that Wressler and Goldenberg decided to put the technology aspect of shopping first and create businesses that curated deals and products into one easy to use platform.
JustFab offers daily deals at discount prices, all condensed into an easily digestible email blast. Deals changed daily and online user reviews allowed people to see exactly how items looked on and read past reviews of those items.
Fabletics is by no means a discount site. Ressler and Goldberg have pivoted their business, even by renaming their former company TechStyle, to focus on the digital aspect of shopping. By doing things such as utilizing a LifeStyle Quiz on the Fabletics website that captures user data as far as sizing, style and workout preferences, each user is captured. This means that the experience they have with Fabletics is unique wholly to that individual and their personal taste.
A recent article highlighting their success spoke to how Fabletics has excelled and how the dui behind it has fueled that growth. The two have been careful to select only a few specific physical locations in key cities and have focused on today’s digital consumer. In fact, the demand for Fabletics grew so strongly that the brick and mortar stores are there to supplement the increasing demand, not vice versa. This speaks volumes to where fashion, athletic or otherwise, is headed in the future. https://onmogul.com/adam-goldenberg