November 2, 2017
Expanding on the successful testing of a new babyGap Outfit Box, Old Navy is launching their first subscription service with the Old Navy Superbox for kids ages 5-12 years old. Similar to the babyGap Outfit Box, the Superbox is a quarterly subscription that will offer six items for $69.99 at over a $100 value. Customers are able to select their child’s size, gender and style - Boys have Preppy, Sporty and Cool and Girls select from Classic, Sporty and Trendy.
Both offerings will have a “Surprise Me” category as well, our most popular from our babyGap test where we found that parents trust our brands to suggest what’s in style. And just in time for holiday, both the babyGap Outfit Box and the Old Navy Superbox are available for gifting.
“We learned a lot from the first five months of the babyGap Outfit Box, and we used those key learnings in this test for Old Navy - being able to share insights across our brands has been incredibly helpful,” said Vatsala Misra, Director of Corporate Strategy, Gap Inc. “For babyGap Outfit Box, we’re seeing low return rates on items and seeing a high proportion of customers continue with their subscription in babyGap so we’re excited to see how the Old Navy customer responds.”
“We’re constantly challenging ourselves to innovate in the kids & baby business, to think about how we can make shopping easier for the family while providing style and value to our customer,” said Andres Dorronsoro, SVP and GM of Kids, Baby & Licensing, Old Navy . “The Superbox not only delivers on convenience, but is also an experience both parents and kids will look forward to each season.”
Both of these subscription services offer free returns, no styling fee, and an easy way to try out new styles. Customers interested in trying out the Old Navy Superbox can sign up here and the babyGap Outfit Box here.