It's hardly a surprise that TechStyle Fashion Group, which has four online shoe and clothing brands, is a big believer in ecommerce for women's fashion.
In fact, Adam Goldenberg, TechStyle's co-CEO, told the Shop.org Conference in Los Angeles that it operates with a "fundamental belief that, today, brands should be built online."
Yet, in the last two years, TechStyle has opened 22 brick-and-mortar stores for its most successful brand – namely, Fabletics, a women's activewear line it co-founded with actress/fitness guru Kate Hudson.
Goldenberg explained the apparent contradiction by referencing the marketing role that TechStyle sees for retail in its ecommerce-focused business. "We chose to use retail not as a way to acquire new customers," he said, "but to increase the lifetime value of the customers we already had."
What else does this article talk about?
- Using customer data
- Customer loyalty schemes
- Online retail
- Evolution of retail
- United States
- Omnichannel retail
Interested in seeing what other marketing challenges WARC covers?
WARC’s coverage is unrivalled – grouping articles, case studies and research around 100 different marketing topics, arranged across 11 themes.
What do I get with WARC?
- 65,000+ articles covering the full spectrum of marketing communications.
- Including over 12,000 effectiveness case studies revealing the campaign strategies of the world's leading brands to help maximize ROI.
- Best practice guides that explain the how and why of marketing challenges to stay ahead of the ever-changing marketing landscape.
- Marketing intelligence, trend reports, brand profiles and event reports to give your brand clear competitive advantage.