Under Armour is getting into the subscription box game.Jumping into a market segment popularized by companies such as Stitch Fix and Trunk Club, Under Armour is the first to bring the personalized shopping experience to the activewear community.The Baltimore-based company's play — called ArmourBox — offers a collection of products selected by a team of stylists that is sent to the homes of subscribers.The content of the boxes is determined after subscribers create a personal profile by answering some simple questions about their lifestyle and activewear needs. Sample questions include style preferences, fitness goals, favorite sports and, of course, gender and size.An Official Outfitter fills the boxes with around four to six products selected from Under Armour's collection and uses data gleaned from its Connected Fitness platform to help customize those choices.For example, if someone says she runs a certain number of miles each week, she's sent gear that Under Armour's Connected Fitness customers and e-commerce data say is frequently purchased and positively reviewed by others who run similar distances.The box arrives about 10 days later.There is no fee to join the program and boxes are shipped every 30, 60 or 90 days. Customers are not charged shipping or return fees. But if they opt to keep everything in the box, they receive a 20 percent discount.The stylists can pull product from any of the brand's sports-specific offerings including running, golf, basketball and lifestyle apparel, accessories and footwear.Jason LaRose, president of North America for Under Armour, said the company decided to enter the subscription box space as a way to better serve its customers rather than take on Stitch Fix or other players in the field.“We’ve got over 215 million names that are part of our Connected Fitness platforms,” he said, and these people, who use My Fitness Pal, Map My Run and other fitness-related apps that are owned by Under Armour are already willing to share information on their workouts, diet and other details about their lives. “So that’s a good start,” he said, “and a big pool to draw from.”Under Armour will reach out to these people — as well as its other customers — and ask them to become subscribers. Once enrolled, they can choose how often the boxes are sent to them, as well as what is in those boxes.[caption id="attachment_11031043" align="aligncenter" width="300"] A sample women's box will offer a variety of pieces.[/caption]“We will ask for feedback so that we keep dialing in on just what they want,” LaRose said. “We want this experience to be frictionless.”He said that the service has been tested internally and Under Armour is pleased with the results so far. He declined to provide a number on how large a business this can become for the brand, saying, “We haven’t put a number on it. That will be determined by the consumer over time.”The service is expected to be live within the next 48 hours, he said.
For its next men’s wear collection, @roberto_cavalli will show as a special guest at #PittiUomo, running from June 12-15. The brand, which has Florence in its roots, will relaunch its men’s wear collection, which will be presented separately from women’s wear for the first time since Paul Surridge was appointed creative director in May. #wwdnews #wwdfashion (📷: @aitorrosasphoto)
“I was making the guacamole when my scout saw me,” says model @stuckinteenage on being discovered just six months ago while working at @chipotlemexicangrill. Since then Williams has signed with @dnamodels, walked in her first show at @calvinklein and landed on the cover of @vogueitalia – a high point of any model’s career. To read @lisajlockwood’s full interview with the model on her experiences thus far, head to WWD.com – link in bio. (📷: George Chinsee)
“I love the idea of dialogue, period. It’s where I’ve always gotten my inspiration from: hearing other women speak, their journeys and their paths,” said @hereisgina, who delivered the keynote speech during @sxsw for @createcultivate in partnership with @fossil. For her two panels, Rodriguez chose female empowering, female-led and female entrepreneurs to focus on. Head to WWD.com to read more about her thoughts on Time’s Up, growing up in a family of women and why we “need a girls’ club.” #wwdeye #sxsw (📷: @jgreenery)
Leading luxury brand are shaking things up to keep up with streetwear. Case in point: the arrival of @mrkimjones as artistic director of @diorhomme. Jones, who succeeds @Kris_Van_Assche, is seen as one of the handful of designers who can actually straddle the luxury and streetwear worlds — which could lead to even more changes at established brands. What could this mean for the rest of the menswear landscape? Head to WWD.com to find out what experts predict #wwdfashion (📷: @franckmura)
“It’s like buying groceries. You’re going to buy the best mango, the best mozzarella, the best things. You have to, or others are going to take it all,” said @gabrielahearst on why she uses only the finest fabrics. Last week, Hearst received her first @cfda nomination for Womenswear Designer of the Year, and earlier this month she opened a permanent showroom in Paris. To read @jessiredale’s interview with the designer and find out why this is shaping up to be a big year for her, head to WWD.com. #wwdfashion (📷: @francoisgoize)
“It’s an interesting thing, playing a younger version of your mother. It’s an interesting concept. I adore my mom and love her in every capacity, but it was just something that had never crossed my mind,” says @anniemstarke on playing a young Joan Castleman in “The Wife.” The same role will be played by her mother Glenn Close. Read more about her growing up in the film industry as the daughter of producer John H. Starke and Close and what she has planned for the future #wwdeye (📷: @nataliamantini)
@asics is launching a new streetwear sneaker inspired by its latest ambassador, @steveaoki. The Hyper-Kenzen x Aoki, which will launch at @footlocker stores exclusively tomorrow, is a slip-on style that incorporates the brand’s proprietary Gel technology through beads integrated into the midsole for comfort and endurance. Read the full story on WWD.com.