Every quarter, subscribers will receive six items – including one full outfit with accessories - worth more than US$100

Every quarter, subscribers will receive six items – including one full outfit with accessories - worth more than US$100

US speciality clothing retailer Gap Inc's Old Navy division has become the latest apparel retailer to launch an online subscription service that sees its customers sent boxes of handpicked items for their children, customised to parents' preferences.

Curated by size, gender and style preference, Old Navy's 'Superbox' launched yesterday (1 November) with the aim of offering value, fashion, and convenience for parents.

Every quarter, subscribers will receive six items – including one full outfit with accessories - worth more than US$100 for $69.99, with free shipping, a 21-day return and exchange window, and $10 off the next box if no returns are made.

Would-be subscribers select one of three "archetypes/personalities" to classify their child's style with options including a 'preppy, sporty, cool' option for boys and a 'classic, sporty, trendy' line for girls. A 'surprise me' offer is also on offer where stylists pick for the customer.

The launch follows similar subscription services such as Stitch Fix and Trunk Club, as well as the recent launch of Amazon's Prime Wardrobe, and Under Armour's first subscription services, ArmourBox, which pose new competition for traditional apparel retailers.

Apparel subscription services an up-and-coming opportunity