Despite the growing demand for women sportswear, by 2010 they were hardly any high quality active wear brand that met the functionality threshold that the growing market demanded. Women also found it difficult to find active wear brands that were fashionable. Moreover, the available brands were overly expensive despite their inadequacies. To bridge this ever growing gap in the active wear fashion industry, Don Ressler and his business partner Adam Goldenberg cofounded Fabletics. Fabletics strategically placed itself within the active wear fashion industry by providing something new instead of engaging in the ongoing fight for demand.
By merging fashion, affordability and functionality into a unique product, Fabletics created a powerful fashion brand with the sole purpose of reimagining the active wear industry. By creating what women wanted, Mr. Ressler and his business partners revolutionized the industry. However, the success of their brand was as a result of strategic steps they took at the initial stage of launching their unique and novel project. Using data collected from conversations with focus groups and several consumer tests, Fabletics was able to establish the root of the problem that women faced when shopping for sportswear. Their desires, tastes and preferences were never taken into account during and after product development. They used the data and worked with dedicated fashion manufacturers to add fashion, comfort, affordability and functionality to women sportswear.
Success Pillars: Towards Appealing To The Masses
The success of Fabletics as one of the leading activewear brands globally is down to several factors converging through dedication, perseverance and hard work of the founders. Don Ressler’s vast experience in the industry, steely dedication and focus played an integral role in the successful launching and growth of the fashion brand. Moreover, the two business partners brought actress Kate Hudson on board as a cofounder and spokeswoman for the brand. Kate’s dedication and excellent communication skills with the online masses has been integral in the growing popularity of the brand.
Fabletics’ success has also been pillared on its commitment to utilize the endless marketing opportunities offered by the online space. Fabletics uses a subscription-based system where members have the opportunity to enjoy discounts upon registration, which is charged at $50 each month. VIP members enjoy customized shopping and free shipment for all products bought. Customized shopping is achieved by collecting data especially from the registration forms, which is then used to manufacturer activewear that meet the tastes and preferences of the members. The success achieved so far has encouraged Fabletics to launch activewear for plus-size women in 2017. http://perezhilton.com/tag/don_ressler/#.Wbw5M9FryM8
TechStyle Fashion Group is the parent company of a group of internet based subscription service brand companies that have more than 4.5 million members and include Fabletics, JustFab, FabKids, and ShoeDazzle. They offer trendy customized style selections at discounted rates and high quality workmanship. The company was established by Don Ressler and Adam Goldenberg back in 2013 and has grown to be one of today’s top- leaders in the fitness apparel marketplace. When Goldberg and Ressler joined alliances they both did not have much knowledge about clothing or style, but they did understand what consumers were searching for, combined with driven determination to thrive in the marketplace.
Both men from very early ages were already earning incomes using online platforms. Goldberg, at only fifteen, created an advertising business that centered on the gaming trade. Gamers Alliance was such a success that he sold it to Intertmix Media and actually operated as their Chief Officer after the acquisition. Ressler also designed an online company by the name of Fitness Haven in which Intermix also sought to purchase and just like Goldberg began working for them as well. A friendship was spawned right away from the two and they began collaborating on possible business ventures through the mode of e-commerce. From the coming together of their minds, they realized that there was a great need in the marketplace for attractive personalized fitness apparel that did not cost an arm or leg to purchase and with the convenience of internet shopping. Techstyle was born from here.
Fabetics has become a sensation and even Hollywood stars like Demi Lavato are joining forces with the store and purchasing from their wide array of fitness apparel. One of the key strategies and tools to Fabletics success is their adaptable VIP MEMBERSHIP program that gives a subscriber monthly credits and personalized shopping. Actress Kate Hudson is co-founder of Fabletics along with Don Ressler and Adam Goldenberg. There are now over 22 locations around the United States.Shoe Dazzle, JustFab and FabKids work on the same principles as Fabletics using the same membership principles except selling children’s clothes, women’s shoes and apparel. Each month the stores introduce a selection of goods showcasing items that have been designed to appeal to their preferences. With the great popularity Ressler and Goldenberg’s apparel companies have seen, they are sure to see an increase of prosperity in the marketplace. https://onmogul.com/adam-goldenberg
The TechStyle brand of retail companies has built its reputation on creating new brands designed to specifically target their customers with individual choices of products and services. There have been many strategies used by TechnStyle founders Adam Goldenberg and Don Ressler to build a buzz around their brand, including attracting major brand ambassadors and marketing strategies based on the data received from each and every customer. Big data is one of the top areas Adam Goldenberg and Don Ressler believe their company is leading the way among Online retailers aiming to build a stronger future for this sector based on the data each subscription member provides when they sign up for a particular brand in the TechStyle organization.
Using data to provide a personalized retail experience has been one of the goals of the retail industry for a number of years but few companies have achieved as much success as that achieved by TechStyle founders Adam Goldenberg and Don Ressler. A prime example of the development of the use of big data by TechStyle has been seen in the approach taken to building the Fabletics brand; each new subscriber to the brand is provided with a questionnaire revealing much about their fashion tastes and the types of exercise they require the active wear from Fabletics to be worn during. These questionnaires reveal a large amount to the creative and marketing teams at TechStyle, which can focus a brochure or email directly to the choices already identified as important to the individual.
TechStyle not only uses customer information to target individual customers with a growing level of customer service but also to make sure the company itself can predict the most impressive trends and popular products prior to their release to the public. The overstock rate for Fabletics is a reflection of the success Adam Goldenberg and Don Ressler have achieved as the leaders of a company where big data is the key to almost every step taken; at TechStyle the company sells around 95 percent of its stock.
Traditional marketing techniques have not been taken on by TechStyle, a company known for funding the reality TV show of former Creative Director Kimora Lee Simmons. As the Fabletics brand has risen to the top of the athletic wear industry, the reliance on customer reviews as a marketing tool has grown in importance. https://www.linkedin.com/in/don-ressler-328b4618
Startups have distinct definitions according to different people. For some, they are simply small enterprises in their initial stages. For others, startups represent companies that have limited maintenance costs, but have the capacity to grow rapidly and generate a lot of profit. Regardless of the definition, startups have been on the rise in Brazil in recent years owing to the country’s present economic crisis. Flavio Maluf highlighted Gama Experience’s survey regarding some of the professionals that need to be part of startups for them to grow.
The current practical and technological world requires startups to have a mobile developer. This expert is responsible for various tasks such as coding and testing on iOS and Android platforms.
This is an expert with both consulting and technical support skills. These skills allow him or her to create a link with a startup’s customers.
A digital marketing expert is responsible for coming up with strategies on how to attract potential clients to the company’s website.
This professional is in charge of making a company’s website more appealing.
Flavio Maluf in Brief
Flavio Maluf ranks up as one of the prominent business persons in Brazil. Currently, he heads his family’s business called Eucatex Group as its president. Flavio did not just assume the presidency at Eucatex. It was a process. In fact, he worked in several areas of the company including the trade and industrial areas of the company, which helped to acquaint him with the operations of Eucatex. In 1996, Flavio was invited to join the executives of the Eucatex Group. Later in 1997, he assumed the position of president of Eucatex after an agreement was reached between various stakeholders of the company and the Maluf family.
Since Maluf assumed his current position at Eucatex, he has done a commendable job in steering the company towards success. He embarked on the process of modernization immediately after becoming president. Flavio has depicted himself as a perfectionist, as he continuously seeks success and perfection each day. Eucatex Group enjoys a reputation for being the first company in Brazil to focus on acoustic and environmental comfort, as well as utilize eucalyptus as the main raw material for producing panels and plates. https://br.linkedin.com/in/flavio-maluf-172147b3
Flavio Maluf is the CEO of Eucatex Group, a company his grandfather started in 1951. Maluf has been with the company for more than 30 years. A graduate of Fundação Armando Alvares Penteado Foundation in São Paulo, Brazil, he also spent a year at New York University studying business administration. Flavio Maluf is also a mechanical engineer and attorney. As president of the GrandFood Group, he is also a very successful entrepreneur. During the more than 30 years he has spent at Eucatex, he has been behind many of the visionary moves the company has made.
Flavio Maluf did not start at the top of Eucatex, even though his family owned the company since its founding. Instead, in 1987 he was hired to work in the company’s trade section. He remained there until 1996 when he was transferred to the industrial division. Working his way up through the ranks of the company earned him the respect of the entire staff. When he was made a company executive and finally Eucatex president, everyone agreed he had earned it. Since that time he has modernized the company, restructured its management format and made it one of the most successful in Brazil.
Maluf is credited with leading the company’s efforts at environmental protection in Brazil by starting an environment education program, replenishing the eucalyptus forests from the company gets its raw materials, using environmentally sustainable production methods and collaborating with conservation groups. He also expanded Eucatex’s international markets, opened a new plant in the town of Salto in São Paulo and has helped make it a major player in the construction and furniture industries. All of this has been of great benefit to Brazilians and the country’s economy.
A committed philanthropist, Flavio Maluf also participates in many volunteer efforts and charity events to benefit the local community. One of the most important has been his work with the Hospital and Maternity Idio Carli. Not only has Flavio Maluf helped to make Eucatex a major player in international business, his environmental work and support for local social programs has made Eucatex beloved in Brazil.
Flavio Maluf, the President of Eucatex and GrandFood, confirms the business trends in 2017 to show the way for young entrepreneurs where to invest. He points out investing in technological innovations can be a real game changer considering the need better solutions and tools from the businesses. The platforms that can make administration tasks and business operations, simpler and efficient are highly demanded by all the major organizations around the world. Secondly, focus on youth and understand their needs as they are the new consumers who can’t be avoided. While developing any new product or service, think whether it is appealing the youth or not.
Maluf bats for remote work solutions and says firms which are capable of providing solutions to offer training and other technology platforms for various employees away from their office headquarters can make lucrative bets this year. Health and Nutrition is another critical area as the current generation is highly concerned about fitness. Fitness tools that can measure calories, record nutrition data and history, create better eating habits, etc., are in greater demands especially considering the growth of smartphones. Maluf also confirms the growth of E-commerce considering more people are moving to online platforms for more choices and better offers. Interestingly, more than 58 percent of the customers are ready to add additional items just to get free shipping from the sites. Finally, sustainable products are getting increased attention considering the need of protecting the environment and natural resources. The products get a noble value, and the demand will be more in the coming years considering the increased awareness.
Maluf is also a mechanical engineer and has decades of experience in leading his companies to deliver quality products to the customers. Under him, Eucatex sells high-quality building products such as floors, paints, doors, panels, etc. Maluf helped the firm to make a sustainability drive, and currently, it uses non-wood raw materials or reforested wood. He led the company to expand its coverage to new locations, and currently, it exports the products to at least 37 countries. Even GrandFood also follows the concept of sustainability and does environment-friendly agribusiness along with planting eucalyptus as part of its mission of reforestation. Maluf completed his graduation in Mechanical Engineering from Armando Alvares Penteado Foundation.