By  on December 26, 2012

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.”

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