Under Armour's subscription box service is taking a more personalized approach to retail, through offering consumers articles of clothing that are tailored to their personal preferences.
Unlike similar services, Under Armour aims to target each individual through its detailed questionnaire, which asks consumers to fill out information regarding their lifestyle, personal style, job, age, fitness goals and hobbies, in addition to their measurements. Upon receiving the boxes, consumers have a week to decide what they'd like to keep and what they'd like to give back, at no additional cost – receiving a 20% discount on the next order should they decide keep all the items.
The boxes are available for delivery in 30, 60 or 90-day increments, leaving the individual to decide how frequently their wardrobe needs to be updated.
Customized Sportswear Subscriptions
Under Armour's Subscription Box is Tailored to Individuals
Trend Themes
1. Personalized Retail - Under Armour's customized subscription service demonstrates the trend of personalizing retail experiences to cater to individual preferences.
2. Subscription Boxes - Under Armour's tailored subscription box service reflects the trend of curated product subscriptions, allowing consumers to receive personalized items on a regular basis.
3. Direct-to-consumer - Under Armour's subscription box offering highlights the growing trend of direct-to-consumer models, providing customers with a convenient way to access personalized sportswear.
Industry Implications
1. Sportswear - The customized sportswear subscription trend presents an opportunity for sportswear brands to offer personalized products and enhance customer loyalty.
2. E-commerce - The rise of personalized subscription services in the sportswear industry opens up opportunities for e-commerce platforms to provide tailored shopping experiences for customers.
3. Data Analytics - The tailored questionnaire and personalized delivery frequency in Under Armour's subscription box service indicate the importance of data analytics in understanding customer preferences, presenting opportunities for data analytics companies to assist in creating personalized offerings.