Get Your Clothing Delivered from Avenue AAndi DeFonce |
Adidas’s announcement of a $600-a-year subscription for workout clothes, called Avenue A, highlights the importance of subscriptions as an ingredient in commitment marketing. Nicole Winhoffer, the first Avenue A box curator, told Forbes, “The brand is paying attention to a woman’s need to be stylish, confident, and one of a kind. They’re doing it in a really cool way.”
According to The Washington Post, “Subscribers will receive a quarterly delivery of a curated box of sneakers, apparel, and other workout gear. The mix of style of the items will always be a surprise, with Adidas promising only that the pieces will always be seasonally appropriate. Some items will be exclusive or limited edition and others will be widely sold retail fare.” The core subscriber for this “athleisure” delivery is a woman who loves to run, but also attends a yoga or barre class.
Subscription services ranging from snacks, to beauty/grooming, and other fashion brands, have been altering the retail ecosystem since 2010, when Birchbox was founded. AmazonFresh and Instacart (the latter has signed a deal with Whole Foods Market) have rolled out grocery delivery memberships. This means that with a few clicks, and a card on file, consumers just have to be around for the delivery of their groceries without setting foot in a store.
The fashion, beauty, and grooming site Rachel Zoe offers a seasonal membership. Every box is filled with a curated selection of fashion, beauty and lifestyle items that Rachel Zoe herself chooses. Birchbox, the leader in the subscription box craze, offers customers a box delivery for $10 per month or $110 per year. There’s also Birchbox Men for $20 per month.
Trending on the fashion side, there is Trunk Club, Stitch Fix and Fabletics. These clothing-box monthly delivery subscriptions have the customer fill out a questionnaire featuring things like color preference, body type, style type, and lifestyle needs. Now to the risk component: at Trunk Club and Stitch Fix, boxes can easily cost hundreds of dollars, but there is a by-piece return option. With Birchbox, the price is significantly lower, but items cannot be returned.
Technology is changing how people conceptualize the possibilities in their lives, and it is reframing marketplace expectations and preferences. Consumers want to be engaged, they want product in stock, and fast, which were also key findings of our Omnishopper project.