industry: retail

Technical Sportswear Brand Human Performance Engineering Offers Subscription Model

Excerpts from an article by Tracey Greenstein on WWD.com

Human Performance Engineering, a technical sports apparel company, said it has upgraded its business model to integrate subscription services for its customer base. The company opened its first U.S. storefront in Brentwood, Calif., late last year.

Stylized as “HPE,” the firm was launched in 2013 by Nick Harris, a human performance specialist. Harris’ career, spanning more than 15 years working with Formula One champions, Olympians and Grand Slam winning tennis players, forayed into fashion upon realizing that he could create a new space in the market for apparel that accelerates performance.

Shoppers can peruse products via HPE’s “Fabric Lab,” which categorizes its fabric technologies for specific offerings across tops, bottoms, bras and outerwear collections. Each product online features its technical specifications and a terse description of fabric and fit. Its new subscription model offers “Street Styles,” “Essentials” and “All Star” boxes for women and a “Tech” box for men. Subscription prices begin at $38.33 per month for 12 months and $50 per month for 12 months for men’s and women’s apparel, respectively, with a flexible range of options for other types of subscriptions services.

And HPE is a Hollywood favorite, with brand advocates such as Jennifer Aniston, Alessandra Ambrosio, the Kardashians and even former First Lady Michelle Obama, who collectively praised the technical benefits of HPE apparel.

Read the full article on WWD.com

Ann Taylor is getting in on the subscription clothing craze

Excerpts from an article by Julia Horowitz on CNN Money

More and more women are ditching the mall to buy their clothes online. But Ann Taylor has a plan.

The struggling brand, long a staple of women’s workwear, is launching a subscription clothing service. Infinite Style, which quietly debuted last month, allows Ann Taylor (ASNA) customers to rent an unlimited amount of clothing (three items at a time) for $95 a month.

Shoppers can wear the clothes for as long as they want, and send them back when they’re ready. Then they’ll receive the next box of three — and the cycle continues.

Subscribers get discounted prices for items they want to keep, and don’t have to worry about dry cleaning. Ann Taylor says it has it handled.

Subscription clothing services for women are all the rage right now. More and more shoppers are opting to stock their closets online, from the comfort of home — and the rental model seems to be catching on.

Read the full story on CNN Money.