How Brands Like Frank & Oak Create Recurring Subscription Services To Increase Convenience For Male Consumers

How Brands Like Frank & Oak Create Recurring Subscription Services To Increase Convenience For Male Consumers
Beauty

Subscription services and recurring shipments are an increasingly popular means for brands to target the male demographic and create loyal customers

PSFK
  • 11 october 2018

Ecommerce retailers are developing service offerings that automatically replenish, replace and refill purchases via recurring delivery. The premises behind these subscription-based services is for the brands products and services to be most readily available for reorder and shipment to the consumer, lessening friction in the shopping experience.

Subscription services also go beyond just a simple reorder based on the most recent purchase selection. Male consumers also have the opportunity to customize their style and update their wardrobe with regular shipments.

Frank & Oak
Menswear brand Frank & Oak has rolled out a monthly clothing subscription service called Style Plan. Customers fill out a short survey that includes details about taste preferences and size, after which a stylist picks out 3 items ranging from $29 to $149 each. Customers receive the items free of charge and pick which ones they want to keep, returning the rest for free. If all items are sent back, then customers are charged a fixed styling fee.

MeUndies
Los Angeles-based startup MeUndies is changing the way people buy underwear by making it fun with hundreds of patterns on offer and an easy subscription-based service (subscribers can cancel or skip a month anytime). For $16 a month, customers get a new pair of underwear (men can choose between briefs, trunks, boxers, and boxers briefs) to add to their collection.

True Sons
True Sons, a men’s at-home hair dyeing company, is offering its salon-quality products as quarterly or monthly subscription packages. Customers start by selecting a shade before selecting the frequency at which they want to receive the dye. Subscriptions can be canceled at any time.

Hims
Hims, a new brand aimed at men’s wellness that appeals to less conventional notions of masculinity, uses cheeky communications to remove the stigma associated with common male afflictions and allows men to order prescription treatments online. Areas covered include hair loss, oral care, erectile dysfunction, and skincare.

Keeps
Keeps offers prescription and topical medications to treat hair loss. Using modern, straightforward branding, it encourages younger consumers to address hair loss before it progresses.

For more examples of how brands are developing recurring subscription services for male consumers, visit PSFK’s report on Evolving The Next-Gen Retail Male Retail Experience.

Ecommerce retailers are developing service offerings that automatically replenish, replace and refill purchases via recurring delivery. The premises behind these subscription-based services is for the brands products and services to be most readily available for reorder and shipment to the consumer, lessening friction in the shopping experience.

+analysis
+apparel
+beauty
+chat a researcher
+Delivery
+Delivery & Logistics
+Fashion
+Features
+frank & oak
+Health
+Hims
+Keeps
+loyalty & membership
+male retail experience
+me undies
+men
+merchandising & curation
+post purchase & service
+report
+store experience & design
+subscription
+trend
+true sons
+wellness

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