Don Ressler and Adam Goldenberg built a company that’s made online fashion shopping exciting and relatively cheap while still maintaining good quality. But one very important person they’ve had helping their subsidiary company, Fabletics is Hollywood celebrity Kate Hudson. Hudson is well-known to be seen in athletic wear when she’s not on the set, and she took a keen interest in Goldenberg and Ressler’s company because of its unique customer-driven model, and Fabletics’s low costs. Hudson has a high business acumen of her own and when the company came under criticism for some weaknesses in its VIP program, Hudson helped them take the steps to improve communication and make various features in the program optional on Twitter. Users have flooded to Fabletics whenever they have seen Hudson sporting new apparel.
Adam Goldenberg certainly knows the right people to consult when he has a business idea floating around, but it didn’t start in the fashion industry. It started back when he built his first company, Gamer’s Alliance while he was still only in high school. Goldenberg’s company was noticed by Intermix Media, a digital marketing company that later entered the social media world when they founded MySpace. Goldenberg was hired to come work for Intermix Media and in only two years he became the company’s Chief Operating Officer. He also started building subsidiary companies with his friend Don Ressler who had also come to Intermix Media after founding FitnessHeaven.com.
In 2005 Intermix Media was sold to News Corp, and Goldenberg and Ressler had hoped the company they built, Alena Media would impress the new owners and become even bigger. Sadly, it didn’t and soon Goldenberg and Ressler decided to leave the company. They started a company called Intelligent Beauty and formed several product brands that they sold under it. But they pushed for an even bigger idea to enter the fashion industry in 2010, and that’s when JustFab was started according to cnbc.com.
JustFab started out as an online-only fashion store, but within a few years and after receiving over $285 million in venture capital Goldenberg and Ressler decided it was time to open brick and mortar local stores at http://www.bloomberg.com/research/stocks/private/person.asp?personId=1477272&privcapId=37181322. In addition, they also started Fabletics, FL2, FabKids and even bought out ShoeDazzle to add to their portfolio. Goldenberg and Ressler especially became interested in data analytics and how they could use that to improve shopping experience tailored to customer tastes, and soon they had built an elaborate system doing just that. It even prompted them to change the name of the company to TechStyle Fashion Group.