A Customer Based Business Model


A business model will make or break a company. A good business model will lead a company in the direction of success. A bad business model will quickly lead a company to failure. Before any company can begin, a business model needs to be created, and the best ideas need to be presented. Fabletics is a new company in the fashion industry, and the business model they are using has paved the way for them to be highly successful.


Fabletics began in October of 2013. The co-founders of Fabletics are Don Ressler and Adam Goldenberg. They brought in spokesperson Kate Hudson, and Fabletics was born. Fabletics is an athletic apparel company, and they provide comfortable, trendy, and decently priced clothing.


The approach they took to running their company was unique from their competitors, something Don Ressler identified as essential to their success. The company began as an online company. All business was done on their website. All of the merchandise is available by searching the website, and no physical stores were available in the beginning.


The model for Fabletics was a membership-based model. When customers come to the website, they are given the option to sign up. By signing up, customers are asked questions about their likes and needs. These questions provide the data for each customer to have a personalized shopping experience.


Once the site has information on each customer, clothing, deals, and incentives are provided. Certain outfits are recommended based on customer preferences. Sales are offered based on the needs and wants of their customers. This model also works in reverse as well. If the data shows that a customer does not prefer a specific item or model, it will not be presented to that customer.


By taking the time to ask questions, Fabletics can get to know their customers on a more personal level. This works out for the both the company and for the customer. Customers feel like they matter and Fabletics knows what is wanted by their base. Fabletics has created a model that will allow them to grow where they need to and keep their customers happy.  Forbes has more on Don’s continued growth.


Shea Butter’s Healing Properties Are Great For The Skin

Shea Butter has become a popular remedy for many skin conditions in recent years. You have probably seen it and may have wondered what it was and how it can help your skin, if so; this is the skinny on shea butter.

Shea butter is derived from the seeds of the fruit of the shea tree. It is rich in vitamins A, E, and F and fatty acids which promote the skin’s collagen production. Collagen is responsible for a smooth texture and elasticity of the skin, which we lose as we age, and provides a small amount of natural SPF skin protection that prevents skin damage and aging.

Shea butter can be used on the skin and hair to nourish and moisturize. Shea butter also produces cinnamic acid, which reduces redness and inflammation. It is ideal for aging creams and skin conditions such as eczema due to these attributes.

Skin care company, Eu’Genia Shea specialize in shea butter and is a mother-daughter operation. Naa-Sakle Akuete, a graduate of Harvard Business School, always valued family and her Ghanaian heritage. Her mother was diagnosed with cancer and returned to the United States for medical treatment after several years caring for her mother in Ghana. While spending time with her mother, Akuete realized how much she missed her mother and decided that they should form a business that would incorporate their heritage and provide ethical employment for women in Ghana while allowing them to spend more time together. Together they founded Eu’Genia Shea in 2014.

EuGenia Shea’s mission is simple: Provide high quality shea products from shea butter produced in an ethical and sustainable manner by female workers in Ghana. Akuete heads up the business end of production in the U.S., while her mother finds sources of shea butter in Ghana. They also donate 15 percent of their earnings back to the people of Ghana who produce the shea butter for their products. Eu’Genia Shea’s products offer the highest quality shea butter and help improve the quality of life for women in Ghana at the same time.