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Jan 15, 2020
Total Retail: TechStyle Fashion Group Wins Repeat Customers Through Membership
by Joe Keenan | Jan 15, 2020
Laura Joukovski, president, global fashion brands at TechStyle Fashion Group, parent company of Fabletics, Savage X Fenty, JustFab, ShoeDazzle, and FabKids, detailed the company’s approach to customer retention during an interview with Total Retail’s Joe Keenan this week at the 2020 National Retail Federation Big Show. Joukovski discussed how TechStyle is working to evolve and stay competitive in a rapidly changing retail environment, including developing technology in-house and utilizing artificial intelligence to increase efficiency across the organization. For example, TechStyle’s brands leverage customer data to improve customer experience by asking shoppers to become members. Valuable customer data is collected through its membership model, which is leveraged by TechStyle’s brands to drive repeat purchases, personalize marketing communications, and develop product. Joukovski also shares some of the challenges TechStyle Fashion Group faces operating in such a competitive marketplace, as well as the solutions its brand have implemented to acquire and retain customers. Lastly, she forecasts the trends she believes will impact the retail industry the most in 2020, including automated curated customer messaging.