You have heard of Stitch Fix, you might have even noticed their recent push to market to men more aggressively. Let me assure this is not that. NB44 offers perhaps the most exclusive clothing subscription there is. For starters it requires an application, which includes variations of “Your Highness” as a title option. The luxury menswear brand provides members with a quarterly shipment of three full outfits coming from that season’s collection. Similar to other services, members can choose to keep as many or as little of the pieces or none if they prefer.
Yes, this is exclusive. And yes it is expensive at $12,000 just to be a member without the clothing costs factored in. But what is the point. For starters, the consumer gets a tailored wardrobe suited to their needs and a much more personalized luxury experience. The brand gets money, but they get a tight connection to their clientele. Having a subscription service allows the brand to cultivate its client base, truly understand its needs, and get the necessary information to pivot.
The one question I do have is the choice to tap freshman San Jose State basketball player Pasha Goodarzi as an ambassador. Because of the exclusivity of the invitation only service, do you really need an ambassador? But that remains to be seen.
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