One of the most notorious retail companies is changing its name

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TechStyle's data-driven fashion


Controversial retailer JustFab just changed its name.

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

"When Don Ressler and I co-founded JustFab, we set out to change the way people shop by delivering on-trend fashion at an incredible value. We've stayed true to that vision, but along the way the company has transformed into a powerful brand-building platform that is driven by data and personalization," CEO Adam Goldenberg said in a release. "Our new corporate identity captures the essence of what JustFab has become – where Fashion Avenue meets Silicon Valley – and we're thrilled to enter this next phase with TechStyle as our name."

The company has been criticized by customers who say they've been duped into signing up for memberships, charged surprising membership fees, and that it's extremely hard to get out of memberships. In September, a BuzzFeed investigation shed light on these issues.

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

"We spend our entire lives [asking], 'how do we make our customers happy?'" he said.

RELATED: 8 ways to save major cash when shopping online

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Money-saving online shopping hacks
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Money-saving online shopping hacks

1. Clear your browser history

Some retailers might sneakily increase prices based on your browsing patterns and demand - so make sure to always clear your history and cookies before shopping! 

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2. Use an alternate email address

When you log in to a retailer's site with a new email address, retailers will often welcome you as a new customer with exciting new promotions and discounts. 

Photo credit: Shutterstock

3. Note price changes throughout the week

Another pro tip: Prices and deals can fluctuate based on the day of the week. For instance, if you're purchasing a flight, monitor prices for around a week to see if they take a dip on any particular day before purchasing. 

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4. Let items linger in your cart

Here's a hack: Add items to your cart, but let them sit for 24 hours before purchasing. The retailer might attempt to lure you back with additional discounts.

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5. Check out multiple sites

Do some research! Don't settle for the first price you see - poke around on a search engine and find the best deal. 

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6. Bargain with customer service

Use customer service to your advantage. If you ask (politely!) about an expired coupon, you'll often find yourself pleasantly surprised by an extension or new code! 

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7. Don't purchase impulsively

Try this shopping hack - don't buy that shiny, new toy right away. Step away for a few hours, and if you find yourself itching to go back and click 'purchase', then you know you won't regret your investment!

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8. Avoid shipping fees

Take advantage of free shipping! If you are a few dollars below the free shipping price point, add a low-cost filler item you need anyway (like socks!) and make the math work out in your favor. 

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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.

Earlier this year, CMO Shawn Gold stressed that the site has ample disclosures that it's a membership program.

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

Fabletics has also been rolling out brick and mortar retail stores, and Goldenberg aims for there to be 50 to 100 locations within five years.

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