‘Self-care’ may be high on the list of overused words of 2020, but it’s a concept that retailers all over the world are embracing, including celebrity stylist and entrepreneur Rachel Zoe, who has just relaunched her luxury lifestyle subscription business, now called Curateur. “In general, customers are less committed to spending money during this time and are looking for a shorter-term commitment with a higher level of value,” said co-CEO Rodger Berman told Inside Retail. “We
e’re certainly evolving, providing more products that reflect our members’ current wants and needs, such as introducing more self-care products and comfort-centric offerings for the home.”
“Fortunately, we feel Curateur fits this value model as we continue to create more ways for members to save, such as the introduction of The Collective, which isn’t an added cost, yet ensures members access to exclusive pricing for service-oriented experiences.”
Curateur members sign up to either an annual or seasonal membership, where they receive five luxury products on their doorstep suited to meet their needs and lifestyle. They can then choose two of these items on offer or add items from The Shoppe.
The new Curateur subscription model features the Collective range of member services and the relaunch of the brand’s online marketplace, now known as The Shoppe, which features limited edition products from brands including Eve Lom, Kevyn Aucoin and more. Through a new program, Curateur members will also now be given rewards to enjoy at The Shoppe when they write a review, refer a friend or celebrate a birthday. And with each delivery, members will be sent a newly launched magazine which will spotlight “strong female figures and entrepreneurs”.
“I am beyond excited to finally share what I have been dreaming to bring to life for my extraordinary community of women. My brilliant team and I have been working tirelessly to deliver a unique lifestyle membership way beyond the beloved Box of Style,” said Zoe.
“My mission has always been to inspire and empower all women to live a life of style and glamour – CURATEUR will continue on that mission by creating a powerful community built on the foundation of connectivity and discovery.”
Creating connections during Covid
According to Berman, one of the benefits of retailers that offer a subscription model is the fact that the brand has a closer-knit connection with its customers, especially as the brand aims to focus more on the experiential rather than the transactional.
“The subscription model allows customers to have a voice, making the overall experience a two-way communication, something that’s not very common within the traditional retail landscape. We have relationships with our members, and we don’t take that lightly – it’s integral to our business model,” Berman said.
“Because we are a membership business we don’t have the luxury of second chances, and our members hold us to a higher standard. We look at this as a positive challenge and opportunity, as it allows us to further our mission of investing in our Curateur community while proactively remaining strategic in where we take our business.”
In 2018, it was estimated that the subscription retail market totalled more than $10 billion according to McKinsey and Co. At the time, the top subscription models in the US included Hello Fresh, StitchFix, TechStyle, Blue Apron and Dollar Shave Club.
