A new clothing subscription service wants to challenge Lululemon and Fabletics in the casual sportswear market.
Fitbox is a clothing subscription that delivers an exciting new outfit each month to the homes of women who live their lives in yoga pants. The company's slogan is "Life is a workout -- dress for it," indicating its awareness of a consumer who sports activewear on a day-to-day basis. Driven by a mix of comfort, practicality and the air of elitism that expensive athletic attire connotes, these female consumers are the ones most likely to purchase a yoga clothing subscription.
Fitbox will start at $60 monthly for a basic outfit of top and pants, and be available in one to 12-month options.