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Category: Online Marketing

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Don Ressler and Adam Goldenberg are the two entrepreneurs behind Techstyle Fashion Group. The company is composed of various membership –based clothing, beauty or accessory firms. Although the two guys didn’t have previous knowledge about fashion, their strong desire to succeed and sensitivity and awareness of consumer needs played an essential role in establishing this company.

The Success Story of Don Ressler and Adam Goldenberg

Goldenberg started his first company, Gamers Alliance at the age of 15. The company used to run advertisements for gaming companies. In 1999, Goldenberg sold the firm to Intermix Media. He then dropped out of high school and joined Strategic Planning for Intermix as the vice president. By the time he turned 20, he had been named the company’s chief operating officer.

Ressler joined Intermix after the company bought his website, FitnessHeaven.com in 2011. Besides, he had succeeded in raising capital for various online businesses. He once told Brandettes his success in raising capital inspired him to venture into the fashion industry.

Ressler and Goldenberg Become Friends

Ressler and Goldenberg met at Intermix and became great friends. By 2006, they had partnered and formed several companies such as Intelligent Beauty, an e-commerce company. Due to their involvement in running these companies, they decided to come up with a new way of shopping online. Although they knew the clothing that was in high demand, they knew customers didn’t have ways to personalize fashion.

Trendy Fashion Brings New Customer Experience

The first company to be started under Techstyle was JustFab. The company is only open to members who are allowed a monthly access to personalized athletic clothing accessories. The success of this business was a demonstration of how efficient mixing and matching fashion pieces is in driving sales.

Matrix Partners funded this company and also Intelligent Beauty. In 2016, the company rebranded and became Techstyle. The name of the company demonstrates the two long-time friends’ capacity to blend fashion and technology together.

Techstyle: a Unique Place for Customers

Techstyle is described as the meeting point of “Fashion Avenue and Silicon Valley.” The company resembles those at Silicon Valley apart from the fact that it focusses on fashion. The two investors’ commitment to social responsibility also plays a vital role in the success of the company.

What Next for Techstyle

The two entrepreneurs will continue to succeed and start more businesses in the future. Currently, they are determined to see Techstyle grow into the most preferred shopping site by women around the world. They aim to achieve this by maintaining the company’s goal to make affordable and great clothing that make wearers feel great.

When women are shopping for athletic wear, they have two choices to make, either fashion or affordability. This is because the fashionable athletic wear in the market are too costly and either they cannot afford or are not willing to spend that much. Adam Goldenberg and Don Ressler noticed the high demand for activewear throughout 2010 and realized that the demands would not decline anytime soon.

This is when they decided to co-found Fabletics with the main goal of providing women with affordable and fashionable active wear. Don and Adam came up with a revolutionary vision for the activewear for women. The two did not focus on the market trends but instead, on the women’s demands. They used focus groups and consumer tests to identify the main problems that women faced, and they soon realized that the challenges were similar for different women. The clothes available were ill-fitting, garish, and expensive. The quality of the clothes was also a questionable factor. What this meant is that, to get a right outfit, women had to part with a lot of money.

Don Ressler worked with Kate Hudson to rescue the situation. Kate Hudson who is an actress is confident and friendly, and she helped to build the company brand. Serving as the spokeswoman for the firm, she was able to create a relationship with the consumers and connected Fabletics to many people because she is a media personality and has excellent communication skills. Kate Hudson focused on ways of improving the online presence of Fabletics.

It is not easy to make sportswear that is both fashionable and functional, and not many manufacturers were willing to go through the trouble. Don Ressler remained focused and determined to break this barrier. Together with his team, he was able to improve the activewear for women and made it more trendy and affordable without compromising the quality.

Fabletics stands out from other fashion players in the market since it has a strong grassroots appeal. With the help of Kate Hudson’s charisma, they successfully marketed the firm online, letting go of the traditional retail store system. Apart from online marketing, they also developed an online discount pricing system. Customers are given a chance to sign up as Fabletics VIP and in return purchase products at a discount, earn points, and get free shipping services. Don Ressler is happy with the results of his hard work and for coming up with a company that does not exploit women but instead meets all their needs.