Toilet paper, magazines, newspapers, and even underwear are all available on subscription. Subscriptions have had an impact on many daily needs over the years.
Membership-based services are on the rise when it comes to fashion. Subscriptions for lingerie (Peggy and Finn, Hello Peachie, and Knobby) and apparel (Threadicated and Stitch Fix) have been around for a while, but a new tier of membership is selling access—to curated second-hand wardrobes or deep discounts on new gear. My Virtual Stylist is another example that offers a subscription-based personalized shopping experience. On Running is one example of a brand that is starting to appear. It charges $30 per month for subscribers to return their worn-out shoes and receive a new pair.
Pre-Loved Closet allows you to pay early access for Rozalia Russian (left), and Georgia Fowler.
The Pre-Loved Closet, a company that sells wardrobes and accessories to influential people like Rosalia Rosi and Georgia Fowler is one of the new players. Lisa Armstrong (30, founder) says that there is intense competition for unique clothing, especially from brands such as Zimmermann. This was why she decided to offer early access for members.
When Armstrong was calculating how much members would cost, she studied the “Netflix model” and consulted e-commerce experts before settling on $7 a month — “less than two cups of coffee,” she said. Members receive discounts on shipping and don’t have to pay the 5 per cent buyers premium (often more than $70) for an annual discounted membership.
Sally Sassi and Julie Stefanga, the founders of her Black Book, were also her twin sisters. Stylerunner was also founded by the pair.
Gary Mortimer, a Queensland University of Technology professor of marketing, said that membership costs, regardless of their industry, must create a value perception. Too low or the service might not feel good enough. Too loud or consumers may be concerned about getting too little for their money.
Julie Stefania founded Her Black Book in 2021. The app offers cashback and discounts from brands like Selfridges, Go-To Skincare, and more. For $25 per annum, members receive even greater discounts and special offers, such as from brands that don’t go on sale like Gucci. The company also has a podcast.
Stefanga, the founder of esports Stylerunner, said that about half of the 1,000 bids in her blackbook are only available to the app and about 10 to 20% are reserved for members. “We want the upgrade to be justified by the consumer. [to a paid] On the back of the first opponent,” she says.
Subscriptions like these don’t just save money. There are many intangible factors such as exclusivity and behavioral specialist Bree Williams. “There is an element also of identity,” she said. It’s all about being ‘on-the inside’.
Originally published at Brisbane News Station
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