fashionThis retail company just changed its name

fashionThis retail company just changed its nameIn the past, the company has been criticized by customers who say theyve been duped into signing up for memberships, chargedsurprisingmembership fees, and that its extremely hard to get out of memberships.In September, aBuzzFeedinvestigation shed light on these issues.

When you see a piece like that… it hurts, CEO Adam Goldenberg told Business Insider in a recent interview. Ithink, as CEO, [I thought], wow, I really need to do a better job of telling our story with data.

Earlier this year,CMO Shawn Goldstressed that the site has ample disclosures that its a membership program.

Controversial retailer JustFab just changed its name.

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Kate Hudson is the face of Fabletics, one of TechStyles brands.

Wespend our entire lives [asking], how do we make our customers happy? he said.

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The company says that there are benefits to operating on a membership basis, such as moderating inventory.

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On Tuesday, JustFab Inc., the parent company of membershipbased brands like Fabletics, FabKids, JustFab, and ShoeDazzle, announced that it would rebrand itself as TechStyle Fashion Group.

The company told Business Insider that it has made changes, from zeroing in on customer service to rolling out online cancellation processes. Goldenberg told Business Insider that customer complaints have reduced, too. He stressed that the overwhelming perception of all of TechStyles brands from its shoppers was positive. Its on track to make million in the coming year.

Goldenberg told Business Insider that when the company first started, it just held JustFab. Now, it operates multiple brands Shoedazzle, JustFab, Fabletics, and FabKids.

When Don Ressler and I cofounded JustFab, we set out to change the way people shop by delivering ontrend fashion at an incredible value. Weve stayed true to that vision, but along the way the company has transformed into a powerful brandbuilding platform that is driven by data and personalization, CEO Adam Goldenberg said ina release.Our new corporate identity captures the essence of what JustFab has become where Fashion Avenue meets Silicon Valley and were thrilled to enter this next phase with TechStyle as our name.

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Fabletics has also been rolling out brick and mortar retail stores, and Goldenberg aims for there to be  to  locations within five years.