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Yoga Pant of the Month Club

03/01/2013

Picture2-400x238Yoga pants are au de rigueur for many women.

Yoga pants can be seen worn pretty much anywhere – maybe even at yoga class.

Yoga pants have become as common-place for women as five-pocket jeans for men.

Here’s the conundrum for women who wear yoga pants. They wear out.

What’s a gal to do? Shop the internet of course!

Ellie is a subscription commerce site; its particular niche is women’s workout wear. Think of it as a Lululemon of the Month Club.

Every month, Ellie will feature 24 new styles in its lineup. The items are shopped around Facebook to gauge consumer reactions and are then manufactured in LA’s garment district immediately. All this means Ellie workout gear is likely to be spot-on trends.

“With an onsite pattern maker, they can showcase designs they are testing across social media to get users/fans to decide if they like them, and if it’s popular, the outfit is manufactured within four days and available for mass market retail,” a rep told VentureBeat via email. “That’s lightening speed for clothing manufacturing.”

Ellie’s monthly subscription plan brings members two items for $50 per month. I’ve not seen the product, don’t know about the quality and would only reluctantly weigh in on styling. But as a business model – this is compelling stuff.

Here’s a quick look at the Ellie site:

Screen shot 2013-03-01 at 6.21.30 AM

Thanks to VentureBeat for the inspiration for today’s post.

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One Comment leave one →
  1. Doug West permalink
    03/01/2013 11:54 am

    Like the idea of narrowing your choices but there is no ability to say “I don’t like any of these choices”.

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