Subscription boxes are changing and morphing as the landscape changes. I was an early subscriber to Quarterly and remember some of those first Jason Kottke boxes. I loved them! An ant farm! A pinhole camera! Mexican jumping beans! Stuff I would never even think about buying for myself (or even think about in general) showing up on my doorstep. I felt like a kid.
Those early boxes were more about curation and wanting to see things through the eyes of someone you found interesting. They were about the experience, about exploring things you might never have considered. They weren’t about value necessarily, although I recall giving one of the Cool Huntings boxes the side-eye because it seemed underwhelming for the price.
The addition of so many new niches and the community that has been building around boxes have both added to new attitudes. Subscribers are interested in a balance between value and curation; no longer is receiving something interesting from someone interesting enough.
Quarterly’s model – return any box for a full refund, free shipping – was simply unsustainable. One factor here must be manufacturer agreements. In the early days of sub boxes, companies were probably excited about getting their products in front of a waiting audience. Today, with many of us subscribing to 5, 6, 7 and more boxes a month, companies have most likely come to realize that we are waiting for our next surprise and not necessarily beating down their door to purchase seconds. I certainly have bought items after discovering a new product that I love, but because I am getting several (heh) boxes a month, my desire to shop is tempered by “what might I get next?!”
French Box found that $24 was unsustainable (they said so in their letter to subscribers) and I expect that they will restart with a higher priced box. But instead of doing what Quarterly did and raise pricing, they first tried to snow subscribers by sending out expired and very un-French products.
I think that only the companies with the largest backing such as Birchbox and PopSugar and FabFitFun as well as small niche boxes which have a particular demographic like the vegan boxes will be sustainable in the long haul. I think that we will see less makeup and jewelry startups and more niche offerings. We will probably see some large companies get in on the box idea (like Target and Wal-Mart have done).
Just some thoughts!
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