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Spotlight on Adam Goldenberg’s JustFab and Its Great Moves

JustFab is turning over a new page in as far as its name is concerned. In August 2016, JustFab changed its name to TechStyle Fashion Group. This was a change that had long been anticipated from the Adam Goldenberg and Don Ressler-owned company. The renaming was necessitated by the need to emphasize the roots of the company in technology and its portfolio of brands that encompass Fabkids, ShoeDazzle, JustFab and Fabletics.




Adam Goldenberg, the co-CEO of JustFab, explained the reasons behind the change of the brand’s name. He stated that when he and his partner, Don Ressler, set out to form JustFab, they remained true to their vision. However, along the way, the brand grew to become more powerful, which is driven by personalization and data. The new name, TechStyle, captures the real picture of what the company has grown into. It is a case of Fashion Avenue meeting Silicon Valley.




TechStyle was first hinted at during spring by the new corporate marketing officer, Shawn Gold. He had recently joined the company in the new position created at the firm to oversee marketing efforts of all portfolio brands and ensure consistency of all these aims in line with a corporate identity. Gold stated that the new effort was long overdue. He revealed that JustFab was all about building the business and was not focusing well, but the new identity would enable it to carry out business-to-business marketing.


JustFab Initiates an “All Size” Drive


JustFab, which is the number one e-commerce site, fashion-subscription as well as lifestyle fashion brand announced that it would be expanding to include various extended sizes in its ready-to-wear collection. JustFab introduced curate collections that were designed to celebrate women regardless of their diverse body sizes. The leading fashion subscription company initiated great and flattering styles that match and fit every body type and shape. They range from XS – 3X and 24 – 34 as well as an accumulation of 16W – 24W. The new “All Size” campaign was aimed at furthering the demands and extensions of the brand’s customers.


JustFab’s new campaign used the mantra #FABforall, which means celebrating every fabulous woman with an aim of ensuring they feel beautiful and empowered. Yuchin Mao, the head of design at JustFab stated that the new campaign was all about celebrating design styles and individuality that fit different personalities and body shapes. Yuchin added that the brand’s main focus remained value, fit and style in order to deliver the best for all its members.


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