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.
Breaking News: @louisvuitton's men's artistic director @mrkimjones is leaving the French fashion house after nearly 7 years. Jones joined Louis Vuitton in 2011, following a three year tenure as creative director of British luxury goods brand Alfred Dunhill. Jones is to exit Louis Vuitton after showing his fall 2018 collection for the brand in Paris on Thursday. Read the full exclusive story on WWD.com. Link in bio. #wwdnews #wwdfashion
For men’s fall 2018, @giuseppezanotti drew on elements from streetwear, sport, biker, combat and rock ‘n’ roll. Pictured here are a pair of shoes from the collection, featuring zippers, rhinestones, and silver hardware. Head to WWD.com to see a roundup of the accessories from Milan’s men’s fall 2018 shows. #wwdfashion (📷: Andrea Delb)
To celebrate the 25th anniversary of @ralphlauren’s snowboarding collection, the brand is mining its archives. The iconic brand is reintroducing vintage styles and dropping new designs for a color capsule that will be available in Ralph Lauren stores and @openingceremony on January 25. The capsule will consist of 10 pieces, including the Snow Beach Pullover, pictured here, which is a collector’s item that rapper Raekwon wore in Wu-Tang Clan’s “Can It Be All So Simple” video. #wwdfashion (📷: Tom Gould)
For @rochasofficial’s pre-fall 2018 collection, creative director Alessandro Dell’Acqua channeled the sophisticated and intriguing Catherine Denevue in the film “Belle de Jour.” Polished collarless coats, midi skirts, suits and ’60s graphic motifs were all featured in the collection, adding a sense of discreet luxury. See the rest of the photos on WWD.com #wwdfashion
“We tried to produce clothing of that couture quality, but the most daunting part was that we only had a matter of days [to do it],” said costume designer Lou Eyrich, who recreated Gianni Versace’s iconic looks for @americancrimestoryfx. Eyrich searched online retailers and vintage shops for original pieces from the design house and for @penelopecruzoficial, who plays Donatella Versace. Head to WWD.com to read how she created the Versace world. #wwdfashion
Only three months after her stellar debut catwalk season, @kaiagerber has inked her first big design collaboration –– with @karllagerfeld. The collection blends Lagerfeld’s Parisian chic aesthetic and the model’s signature West Coast casual style via RTW, accessories, footwear and more. The #KarlLagerfeldxKaia collection will launch in September with a series of events. Get all the details on WWD.com. #wwdnews #wwdfashion
Harrods plans to remove the famous statue of Princess Diana and Dodi Al Fayed from the bottom of the Egyptian escalators and hand it back to Mohamed Al-Fayed. “We are very proud to have played our role in celebrating the lives of Diana, Princess of Wales and Dodi Al Fayed at Harrods and to have welcomed people from around the world to visit the memorial for the past 20 years,” said Michael Ward, Harrods managing director. “With the announcement of the new official memorial statue to Diana, Princess of Wales at Kensington Palace, we feel that the time is right to return this memorial to Mr. Al Fayed and for the public to be invited to pay their respects at the palace.” More on the news, with reporting by @loreleimarfil, at WWD.com. #wwdnews