Fabletics: Thinking about Members

Not a lot of fashion companies use subscription mechanics to sell directly to customers. Since the birth of e-commerce possibilities, nearly every business uses a website or app to sell directly to customers. Using a subscription mechanic seems like it would limit the number of customers that would buy from them.

As weird as it seems, that’s exactly what Fabletics uses. So far, that system doesn’t seem to be failing. In fact, Fabletics is one of the most popular activewear brands in the world. The company’s grown over 200 percent in the last four years. Last year, their sales increased 43 percent.

Fabletics has something that no other brand has: Kate Hudson. Kate Hudson co-founded Fabletics after some TechStyle executives approached her with just a general concept. Kate had been thinking about starting a fashion line for years. When the opportunity appeared, she knew exactly what she wanted to do with it.

Under her leadership, Fabletics is more than a fashion brand. Activewear is the cross between workout clothes and casual wear. Kate uses the blurred line created by activewear to inspire women to start down a path to health and fitness. She also made her brand affordable so that all women can get in on the inspiration.

For Fabletics, activewear is leading them to a path to success. Last year, activewear generated over $40 billion in the U.S. alone. According to a lot of sources, that number is predicted to double by 2020. Fabletics’ use of a personalized service allows them to get ahead of the competition by interacting with their members on a preference level. They create products their members are more likely to purchase.

Millennials also created a new consumer behavior that’s taking over the economy. Millennials live increasingly digital lives, which means most of their transactions occur online. Initially, this allowed certain companies oversell crappy products. This destroyed the trust that’s existed between companies and customers for decades.

These days, people use online reviews to determine final purchases. Often referred to as the power of the crowd, crowdsourcing is swiping over the web. Now, people research companies and products before spending a single penny. Companies with positive reviews get more business.

Fabletics is one those savvy brands capitalizing on this trend. By embracing online reviews, Fabletics’ marketing strategies create the positive reviews people rely on when researching. The best part: people trust online reviews as though they’re personal recommendations.

Black Friday week is still going strong! Shop the sale in stores and online. (Link in bio)

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With the progression of technology, many people are indulging in online retail. One of the fashion firms that has benefited mainly from the online sales is Techstyle fashion group. Well skilled leaders Adam Goldenberg and Don Ressler head the company. In the year 2012, its online site had about six million members. The members significantly affected their sales with the business selling over 2.5 million pairs of shoes in the first quarter of that year. In this article, we will intensely look at this retail industry and its leaders.

Techstyle fashion group

The fashion group was launched in 2010 by just fab as a membership program for footwear. The first members of this group were given a discount of 30% off the retail prices. They also gave these subscribers free shipping and loyalty reward points. The incentives worked and in about two years, the site had added approximately 6 million members. It then assimilated the fabkids and shoe dazzles. The retail industry has extended to other six countries. The countries include U.K., Germany among others. The company has advanced with the advancement of technology making it one of the best fashion retail, which is using data science and membership commerce. These features led to its rebranding to Tech style in 2016. Technology has assisted it in marketing and product selection enhancing its productivity.

The spearheads of Tech style fashion group

Who are the leaders of the techstyle group bringing it this success? The growth of the tech style fashion group has been attributed to its spearheads Adam Goldenberg and Don Ressler who have exceptional talents in e-commerce. Adam career in business started when he was 13 years old. He came up with an online bulletin board, which he later developed, to a gaming website. When he was 17, he sold the website to my space parent firm. He then joined intermix at the age of 19 where he was given the position of COO despite his young age. He made use of e-commerce, which helped in spawning other companies such as Just Fab and Dermstore. Today he is the Co – CEO of tech style presiding over data, marginal systems, and marketing.

Don, on the other hand, is the creator of e-commerce and online space. He has a wide range of successful commerce ventures. They include the business fitness heaven.com and MySpace parent company. He has also been a co-founder of skincare brand Hydroderm. He then joined Adam to form intelligent beauty, which led to the creation of Techstyle fashion group. Today he governs the talent, vision and customer experience sectors in this firm.


In conclusion, Techfirm has greatly grown thanks to its leaders Adam and Don. These leaders have significant technological and business skills.

Find out more about Adam Goldenberg: http://www.techstyle.com/techstyle-ceo-adam-goldenberg-talking-name-change-on-cnbc/