Subscriptions have long been used to sell books, CDs, wine and diapers — and now a number of startups are using the concept to market apparel, grooming and lifestyle products specifically to men. The rationale is that many guys don’t enjoy shopping via traditional retail formats and delivering new clothes and toiletries to their doorsteps on a regular basis makes the shopping process easy, accessible and habit forming.
“It’s for guys who have to buy clothes but clothing isn’t their passion. We wanted to make shopping for clothes a solved problem,” said Bernie Yoo, cofounder of Bombfell, a year-old site that sends subscribers a carefully chosen sportswear item from brands like Ben Sherman, French Connection and Original Penguin once a month for a flat rate of $69. “What’s interesting is that we are tapping wallet share of guys who normally don’t buy clothes very often. Our customer tells us that his favorite place to shop is Costco. We are removing the hurdle to shopping for clothes by making it simple and automated.”
“I see things on the hanger and I’m, like, ‘I never knew that color worked on me.’ It’s things you necessarily wouldn’t choose to wear, but once you put them on, you see why Janie is who Janie is." — Lily Collins on working with former "Mad Men" costume designer, Janie Bryant on creating looks for her role as Celia Brady's in Amazon series, "The Last Tycoon." 📸@jilliansollazzo #wwdeye
EXCLUSIVE: Sarah Rutson has been tapped to Build New American Fashion Group. The parent of Joie, Equipment and Current/Elliott hired the merchant to rev up its brands and expand its portfolio into designer, beauty and lifestyle categories. Read more on WWD.com, link in bio. #wwdfashion
Michael Kors' $1.3B Jimmy Choo deal has the company squaring off with Coach Inc. as both seek to build American powerhouses. Coach bought Stuart Weitzman in 2015 and Kate Spade just two weeks ago, but Michael Kors' acquisition may be putting pressure on its rival in the new push for scale. #wwdnews (📷: George Chinsee)
Meet actress Lucy Boynton, who plays opposite Naomi Watts in the recently released Netflix series "Gypsy." Boynton stopped by WWD to talk about her upcoming projects and her nomadic lifestyle. Get all the details on WWD.com. #wwdeye (📷: @dandoperalski)