Think Tank: Savage x Fenty and Fabletics Drive E-commerce Success With Hyper Personalization

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Think Tank: Savage x Fenty and Fabletics Drive E-commerce Success With Hyper Personalization
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Savage x Fenty and Fabletics are driving e-commerce success with hyper personalization.

TechStyle Fashion Group has a unique leadership structure. Two chief executive officers lead the company: One is a technologist at heart, with a long history of creating value in the younger days of the Internet; the other, a serial entrepreneur with creative ad agency roots, was an early pioneer in e-commerce.

TechStyle Fashion Group is behind such brands as JustFab, ShoeDazzle, FabKids, Fabletics and Savage x Fenty . What has set them apart is a technology-first approach to retail. This is where Adobe comes into the picture. With five studios shooting five days a week, TechStyle Fashion Group is having to manage tens of thousands of assets. They needed a robust system to help them organize, allow teams to collaborate and push things out in real-time — along with metadata that feeds into performance metrics.

Having creative content with different body sizes have not just driven conversion, but also has had an effect on return rates — an Achilles heel for many online retailers. Traditional big-box retailers have not had to think about this, as they were accustomed to people trying on clothes in stores. Whereas a normal return rate could be around 35 percent or more, TechStyle Fashion Group sees around a 6.5 percent to 8.5 percent return rate across all brands.

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