Fashion Technology

Fabletics Takes on Internet Giant Amazon and Wins

Amazon is the world’s biggest online retailer. This online business establishment is like the Wal Mart of the World Wide Web. It sells almost any product imaginable and it sells it a lower price than the competition. The thing that makes Amazon so successful is the fact that it has thousands of retailers that help to push products. Amazon also sells items in bulk which means it can lower prices than most online retailers. By all standards, Amazon can eliminate most of its competition through lower prices, bulk selling items and by connecting buyers with multiple sellers.


Fabletics is an athleisure wear company. This business sells athletic clothing and gear primarily for women. However, it does have a great line of athleisure wear for men. Athleisure wear is simply clothing that is designed for workouts, training and exercise; but it can also be worn in casual settings. In some cases, people have been known to work out at the gym and then go out in the same outfit on a date. That is how stylish and durable this clothing is.


The Fabletics brand was brought into the market in 2013. This enterprise has brick and mortar locations within select U.S. cities. However, it is an online retailer and it processes all of it sales through this portal. Actress Kate Hudson is a partner and spokesperson for Fabletics. Her presence has helped the company to excel in multiple number of ways. She is a talented actress (Almost Famous) who has an amazing body and sex appeal. She is the perfect person to promote the Fabletics brand to the world.


Adam Goldenberg and Don Resseler are the two other founders of this organization. They both realized that they must take on Amazon if they were going to survive as an online clothing company. One way they figured out how to reduce the impact of Amazon’s online presence is by creating a process known as reverse showrooming.


What is reverse showrooming? Well, this is a process that allows people to try on athleisure gear while they are in the store. After people make their selections, their clothing choices are placed into an online cart and their clothing choices are recorded for future use. Customers do not have to buy their selection right away.


If at any time in the future they want to come back and make a purchase; the gear they already selected will be waiting on them. This process has worked for Fabletic customers and they keep coming back for more. Fabletics even uses a Lifestyle Quiz which helps consumers to figure out the type of gear that would best fit their lifestyle. Fabletics knows exactly how to take on Amazon and win.

Efforts and Success Story of Don Ressler and Adam Goldenberg in Fashion and Technology

Don Ressler and Adam Goldenberg are known for being the founders of Techstyle Fashion Group. It is inclusive of the firms whose membership has its basis on beauty, accessory, and clothing. The two individuals have encountered some challenges over time since they knew little about fashion initially. What made them successful is their possession of a powerful drive and being aware of the demands of the consumers.

Looking at their history, Adam Goldenberg joined the business globe at 15. Gamers Alliance was his first company. The designation of the platform was alongside gaming websites. Intermix Media bought the firm in 1999. It is worth acknowledging the fact that Goldenberg became Intermix’s Vice President of Strategic Planning. At twenty years of age, he had already occupied the position of the Chief Operating Officer.

As well, Don Ressler encountered a similar path in getting to Intermix. Intermix purchased his website, called, in the year 2011. Notably, he had been very successful regarding raising the capital for his various online businesses. This acted as his source of inspiration towards making more advancements by entering the field of fashion.

During their course of service at Intermix, the two individuals became friends which eventually grew. It led to their establishment of Intelligent Beauty which is an e-commerce firm which acted as a gateway to the creation of other brands. It is through their service here that they got to learn other ways of doing online shopping. They had the knowledge of the high demand for the trendy and comfortable clothing as well as the challenges that the consumers had.

JustFab was the first Techstyle’s firm and is a membership-based clothing company which permits its members to acquire personalized athletic accessories and apparel on a monthly basis. It also gives a demonstration on mixing and matching fashion pieces. This eases the creation of confidence with their preferences of their style.

Additionally, the fact that Goldenberg and Ressler are committed to social responsibility makes Techstyle outstand the rest. The focus is on improving lives and not just making money. Their clothing adds confidence to women whenever dancing, hitting the gym, or even when running.

Another commitment of Techstyle is on giving back to the society. This is seen through their participation in the community projects such as gardens as well as hosting numerous charity occasions. Such include hosting the Cinderella Project’s event.

The two entrepreneurs, therefore, have a lot of capabilities towards making Techstyle the best clothing preference for women clothing globally.

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