Fitbox, a new Athleisure Subscription brand, desires To tackle Fabletics

Activewear could also be the fastest-growing model sector, but the very public troubles of JustFab’s athletic subscription field Fabletics have bruised the subscription facet of the trade.

So tech entrepreneur Greg Lowe—who founded Lowekey Media and the Songbooth app—is beginning his own athletic put on subscription box and lifestyle model to capitalize on probably the most product quality and customer service errors dedicated by means of others. Fitbox will begin accepting signups starting November 15, and shoppers can sign up for the monthly activewear field, a good way to officially start transport in January. A men’s line will debut later in 2016, Lowe says.

“I saw an opening in the market. Fabletics is doing great, however they’ve horrible reviews. i wished with the intention to provide girls the option of getting high quality clothing similar to Lululemon. So it is Lululemon quality at a cheaper price level,” Lowe tells fast firm.

Lowe says he poached designers from DKNY, and Fitbox objects are all designed in house, giving Lowe regulate over the clothing’s high quality while still opening him up for celebrity-designer collaborations in the future. He says he went after the identical gram weight and materials utilized by Lululemon, for quality however purposely priced his apparel decrease than the cultish athletic model.

“The profitable proposition for us is so to match into that luxury worth point, but at the same time, now not go too a ways past that luxury value level,” says Lowe, who is eating up a few of his personal margins to enchantment to a more affordable set.

Lululemon’s yoga pants run from about $100 to $a hundred and fifty a pair. Fitbox will cost $60 a month for 2 gadgets—a high and a bottom, but shoppers can upgrade to a jacket or sweatshirt for an additional rate. Subscriptions are available in one-month, three-month, six-month and 12-month increments, and customers can opt for to skip a month.

The Fitbox fleet of activewear will fall into three classes: general (for regular workout routines), novelty (for lighter sweating), and athleisure, which might simply as easily be worn to a mild day at the gymnasium as to the farmer’s market. each season will add about 10 new styles in prints and solids, Lowe says.

“Our tagline is, ‘existence is a exercise—dress for it.’ women run round always doing all different things. you may have to move choose up your kids, raise the groceries. you want garb that’s going to wick away and likewise that is comfy enough for you to seem to be stylish in,” Lowe says.

whereas Lowe—whose career has situated on developing cellular app structures—could appear like an outsider to the athletic wear trade, he insists the guts of Fitbox is the lifestyle model with a view to live on the app thru its content, which individuals have get admission to to by way of a subscription.

“cell is the best way persons are devouring content. but now we’re seeing editorial being able to push sales,” Lowe says. “i am in point of fact focusing in on the tech side of it to verify the app works seamlessly with the web page, along with different additions that we will be including in the future, like wearable technology within the shirt. we are going to be capable to monitor your movement from a basic shirt which you could wash and reuse over and over that connects to the app, as neatly.”

he’s also enlisting an arsenal of Fitbox model ambassadors to make a contribution articles, exercises, and recommendations to the way of life model’s app. thus far, Lowe says he has a lineup of “health-preneurs” signed on to signify the logo and create content material. Fitbox’s app will provide a easy storefront for customers to shop and subscribe, as well as a Fitlife part to be able to feature articles by using Fitbox and its ambassadors, movies, recipes, and steered playlists.

past this yr, we pointed to the explosive increase of the activewear market. Athleisure sales reached $34 billion final 12 months and made up 16% of the entire American apparel market, in keeping with market research firm NPD crew. And whereas large brands like J.Crew and hole scramble to regulate to the altering sartorial climate, Ann Taylor, city Outfitters, net-a-Porter, and designers like Tory Burch and Stella McCartney have jumped on the trend with their very own health traces.

“Athleisure is the quickest-rising sector within the model trade,” Lowe says. “however at the same time, athleisure is getting very, very dear.”

Lowe seemed to the successes at Warby Parker, Birchbox, and Barkbox to build his brand. He says receiving garments in a subscription variation will inspire Fitbox customers to be extra energetic, and the content from the app will fuel that ecosystem of fitness and commerce encouragement. And like Birchbox and Warby earlier than him, he envisions Fitbox’s future as a mix of digital and brick-and-mortar retail.

however for now, Lowe is curious about ramping up the primary generation of the digital subscription service—all whereas maintaining in thoughts attainable expansions one day, whether in bodily retail, sponsoring athletic groups, or wearable tech.

“after I’m having a look at athletic wear, there may be chargeable possible, there may be well being doable because you’re figuring out in the put on, there’s monitoring your steps,” Lowe says. “So wearable expertise is an area i am in point of fact all in favour of for the future.”

An prior model of this story mentioned that Tracy Anderson has signed on as a brand ambassador for Fitbox. That observation has been removed, as Anderson will not be affiliated with the brand right now.