Adam Goldenberg has been an innovator since a very young age. He started his first company when he was only a teenager. Three years later Adam Goldenberg sold Gamers Alliance to Intermix. He left school and joined the large corporation. At 20 years old he was promoted to the position of Chief Operations Officer. This made him one of the youngest executives in the country. Adam met another young businessman at Intermix by the name of Don Ressler. Don had similar success with his startup company. He also sold it to Intermix. Don and Adam Goldenberg quickly learned that they had a lot in common. When Intermix was bought out by a large corporation, the two decided that it was time for them to make a bold move. Women’s fashion seemed like a far-out idea. However, Adam trusted that his internet marketing savvy would bring a new touch to the fashion industry on Bloomberg. They eventually partnered with successful actress Kate Hudson to create the brand known as Fabletics.
Fabletics is a line of fitness clothing that is marketed and sold on the internet. The business model for Fabletics is a website that allows shoppers to become members of the site. Once they are members they can purchase the items at a discounted price. There is a monthly fee for the membership at https://www.crunchbase.com/person/adam-goldenberg#/entity. The website also maintains a profile on each shopper and suggests items for them to purchase on a regular basis. Fabletics brought a new concept to online retail by maintaining an intimate relationship with the customers. The idea is to keep each member engaged with the activities of the company and not simply browse the website.
Fabletics became a tremendous success. The demand for the products inspired Adam Goldenberg & Don to begin opening brick-and-mortar locations around the country. Fabletics retail stores are designed to give shoppers a well-rounded experience with the products on cnbc.com. Their activities in the retail stores are recorded in the same manner they are on the website. The introduction of the retail stores has allowed Fabletics to gain a much larger market share in the fashion industry. There marketing approach has energized a consumer base that was going unnoticed.