On January 19th, 2014 the online community website “built in Los Angeles” featured an interview with JustFab co-founder Adam Goldenberg. JustFab is an online subscription fashion retailer on nrf.com that offers selections in shoes, handbags, jewelry and denim. The interview is centered around Goldenberg’s conceptual framework needed to build a successful company. He discusses the importance of customer feedback, employee passion and producing quality product. Adam Goldenberg has experienced nothing but success as an entrepreneur since 1999.
At the age of 15, Adam Goldenberg founded Gamers Alliance, his first company. At the age of 18, in 1999, he sold Gamers Alliance to Intermix Media. He then joined Intermix as Vice President of Strategic planning. By the age of 20, Goldenberg became COO of Intermix. In 2006, Adam Goldenberg partnered up with Don Ressler to create an e-commerce brand platform called Intelligent Beauty. They started to merge social media with the latest fashions on vator.tv. They accomplished this by hiring style consultants and building style boards to interact with the customer. In 2010 they launched JustFab, a style community where members select fashion items that are tailored to their taste for $39.95.
The concept of JustFab is built on getting feedback from the customer. The fashion consultants have to listen to the the customer to deliver their fashion needs. Adam Goldenberg states “We have a team dedicated to understanding our members and use their feedback to guide our product”. Goldenberg and Ressler have both emphasized in previous interviews that the process has to be both engaging and fun for the customer. Their goal is to inspire women by providing tips from fashion leaders.
In the interview, Goldenberg stresses the need for passion in his employees. Employee passion is essential if you want the customer to engage with the product. He goes on to say JustFab will only keep class “A” employees and pay a great deal of attention to mentoring their top performers. He also emphasizes their focus on creating a great product. Goldenberg expands on this point by stating ” our website could look great, our commercials could be catchy….but if customers don’t like the product, they won’t shop with us.”
There have been some changes since this article came out in 2014. In August 2016, Goldenberg and Ressler changed the name of the company to TechStyle Fashion Group. In a CNBC interview, Goldenberg states, “that we are going to maximize the use of technology to produce new products that will be more tailored to our customers.”