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02/22/2018

Target expands its subscription box offerings

A discounter is using one of its exclusive brands to step up its commitment to subscription boxes.

Target has launched a clothing subscription box featuring its popular kids line, Cat & Jack. Called the Cat & Jack Outfit Box, the program gives customers the option to subscribe on a quarterly basis or through a single order.

Here’s how it works: Online customers choose a gender and size, from newborn up to 24 months. Each box includes between six and seven Cat & Jack items, including bodysuits, leggings, rompers and an additional gift. The assortment is curated by Target’s designers, and any item can be returned online or in stores, according to a blog on Target’s website.

The boxes are available at the start of each season. When the next season’s box is available, Target will automatically include items in the next size up to match the baby’s growth. Customers can change sizes at any time through their online account, the blog reported.

Each box is $40, while supplies last. The next box will be available in the spring.

“Cat & Jack is exactly the ‘target’ approach that Target should be taking as the millennial generation are the primary consumers shifting purchase behavior to subscriptions,” commented Jim Fosina, CEO of Fosina Marketing Group. “This is a fantastic idea as Target moves towards providing the Stitch Fix experience, choice and convenience for the world of babies. Built correctly, Cat & Jack can become an evergreen program for Target.”

Target also offers subscription boxes for beauty merchandise, and a baby box, which features Cat & Jack outfits for children up to 3 months old.

The boxes, which are filled with six items worth more than $100, cost $69.99 each, the report said.