Even before Ressler and Goldenberg met they were already making their own strides in the business world. By the age of 15, Adam Goldenberg founded an advertising website for gaming companies that he would later sell in 1999 to Intermix Media. Although he sold his company he still remained very involved in it. In fact, he became COO and VP of the aforementioned company.
Intermix Media had purchased a company from Don Ressler as well and this is where he and Adam Goldenberg would meet. Don had a website dedicated to fitness that helped several companies secure capital. This is where his inspiration for fashion was sparked. During this period Adam and Don became friends and this led to joint business ventures that took aim at beauty and fashion because both were in high demand.
Ressler and Goldenburg drew their inspiration from the two most significant factors for product success which are trends and pain points. As they focused on fashion they began to understand that consumers express their frustration and disappointment with the lack of options regarding:
*High-quality athletic clothes
The duo focused on personalized online fashion services. This would allow consumers to avoid the mall crowds and surf the e-commerce site from the comfort of their home with access to options you couldn’t find at the mall or store front. The aftermath of their idea was TechStyle and JustFab. These two companies were successful due to great business tactics like membership and promotional offers.
One of the most significant successes associated with the brand Fabletics which allows members to select from personal style suggestions based on the information and preferences provided by the member. Fabletics offers a diverse array of sizes made from high-quality materials and fabrics. The leggings, bras, shirts, and other items are designed for flexibility and movement. Everyone that signs up will receive special discounts.
Fabletics promotes empowering women and helping them embrace their own unique shape, size, and beauty. This concept that would be incorporated into the companies values was adopted from TechStyle and bolstered the appeal of Fabletics. They further promoted Fabletics with the help of the companies co-founder actress Kate Hudson. Kate’s passion for living a healthy life style made her the perfect spokes person for the brand.
With more than over 1 million VIP members of Fabletics, the company had to open brick-and-mortar stores across the united states. https://www.styleforum.net/members/adam-goldenberg.266508/