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In the Studio
Out of the Box
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La Belle Bump Founder Anita Rajendra markets maternity and nursing wear to help women look and feel confident during a special time in their lives.
Subscription boxes have become a big business. We talk to three executives about how brands can reach new audiences by getting involved.
The post office may seem passé in today’s climate, but the truth is, everyone likes getting mail. When there is something fun – like clothes – inside the package, even better. Subscription boxes are everywhere. The fun and convenience of it is addictive. Beyond Stitch Fix and Rent the Runway, there are lingerie, sock and shoe monthly subscriptions. Some are rentals, others are try-before-buy, and many are great for gifts or as a way to connect with a niche target. One thing they have in common is that they can give a new consumer a first look at your brand through a different form of reach. We’ve asked three executives to break down this marketing method.

ANITA RAJENDRA

Founder and CEO, La Belle Bump

“I started La Belle Bump to help women look and feel confident and beautiful during this special time in their lives, with a personalized, sustainable experience that’s convenient and affordable,” said La Belle Bump Founder Anita Rajendra. With a changing body during pregnancy, sometimes styles that a shopper is accustomed to just don’t fit. “I love it when we send a customer something that may be different than what they’re used to, and they end up loving it!” La Belle Bump offers three options: one-time rentals, a seven-day special occasion rental and a monthly membership (curated by a stylist) with unlimited exchanges.

When Rajendra started maternity clothing service La Belle Bump in 2015, the rental idea was still somewhat novel. Today she sees “even established brands looking at the idea to gain more customers, especially younger demographics.” Keeping customers is the challenge. So, with maternity, there is some focus on pieces that don’t scream “pregnancy clothing.” “The usual idea is that during pregnancy, an item will get a lot of wear, so I’ll purchase it,” Rajendra explained, adding, “This can be a pair of work pants that fit amazing or a dress that always gets compliments; or a nursing top that is versatile enough to wear post-breastfeeding.”


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