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How Adam Goldenberg and Don Ressler Transformed Fabletics into a Marketing Success Story

Adam Goldenberg and Don Ressler’s paths crossing signaled the start of a number of great brands that blend consumer demand, fashion and technology. Adam Goldenberg ventured into the business world at the tender age of 15. He came up with a site that used to advertise on behalf of gaming companies. He later on sold the site in 1999 to Intermix Media but still remained involved with it. He dropped out of school to become the VP and COO of the company. Don Ressler on the other hand also sold a company to Intermix Media and this is where the duo met. The two became acquaintances and started a number of online-based businesses together. They mainly focused on fashion and beauty as both enjoyed a huge demand.

 

Setting the Foundation

 

Adam and Don focused on two crucial factors that guarantee success for products: pain points and trends. They realized that a huge number of customers were deeply annoyed due to the lack of a simpler way of finding what they exactly needed. This led to the duo creating a personalized online business that offered the greatest and latest fashion services. JustFab and TechStyle are some of the examples of online business that the duo started and were highly successful. Fabletics, is by far their hugest marketing successes. Almost every internet user has seen the numerous sponsored advertisements marketing athletic leggings. Adam and Don realized that plus size people were finding it hard to find athletic clothing that would fit them well and exploited this idea to the fullest.

 

Tremendous Strategies

 

Don and Adam chose the perfect word for their online business, Fabletics, which implies something fabulous. The duo uses models of different sizes to pass the message that their outfits accommodate all types of body types. Members get great discounts on their purchases, which is another awesome strategy that they employ to get more people to sign up. Fabletics membership assures a member of having the most suitable outfits picked for them depending on their tastes and a preference which makes them feel special. In order to stamp their authority, they co-founded the athletic line with popular actress Kate Hudson. Kate is passionate about healthy living and this helps women learn and yearn to embrace their own inimitable beauty.

 

Blending Online Shops and Brick-and-Mortar Stores

 

Ever since Fabletics started back in 2013, the line has attracted more than 1 million VIP members. The number is swelling hence the need for physical stores. Fabletics invested a lot on technology to offer the best customer experience. https://en.wikipedia.org/wiki/JustFab

 

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