Magazine article ADWEEK

Style, Delivered: Blowing the Lid off Subscription Services That Bring Fashion Right to Your Doorstep

Magazine article ADWEEK

Style, Delivered: Blowing the Lid off Subscription Services That Bring Fashion Right to Your Doorstep

Article excerpt

Marketers of everything from apparel to dog snacks and cleaning supplies are getting in the subscription delivery game, bringing a bounty of hand-selected products right to the consumer's doorstep. Review sites and Pinterest pages devoted to the trend have popped up and retail giants like Target are jumping in. Why is this catching fire now? For starters, both the impulse purchase and the sport of shopping were impacted by what turned out to be a deep recession, making the home delivery of goods all the more appealing, says senior retail analyst Marshal Cohen of NPD Group. "Who doesn't love getting a box of surprises, but without the commitment of having to keep it?" he says. And in an age when personalized service seems like something from the Mad Men era, it's a central selling point of these services and key to their success, making them not so much a luxury as a way of life for many. "It's become a new way to reward yourself. Like Starbucks coffee, what started out as an indulgence has become, for some, a lifestyle," says Cohen. Here, a peek inside a couple of fashion-centric services and how they work.

Le Tote

How it works

Subscriber submits a style and size profile.

A team of personal stylists selects a variety of items for her--three garments and two accessories. The customer can keep and wear the items for as long as she wants, then choose to buy them or send them back.

Cost

$49 monthly fee. plus the price of items she .chooses to buy

Frequency

She can get as many deliveries in a month as she chooses. …

Search by... Author
Show... All Results Primary Sources Peer-reviewed

Oops!

An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.