Just weeks after telling us all about their unique delivery-box approach to providing women with discounted, brand-name fitness apparel (i.e. Lululemon, Electric Yoga), PV Body has pulled a complete 180.
The company will still be sending out a box with a fitness top and bottom each month (cost $49.95). But starting February 1, the pieces will be exclusively from the company’s own soon-to-launch fashion line, Ellie.
Since tons of women joined PV Body on the basis of getting big names at better prices, many are calling the move a blatant bait-and-switch.
We contacted the company to get to the bottom of this about-face. “It was a weird ‘what do we do?’ situation,” says PV Body marketing manager Hope Horner, in explanation. The company was still pitching its old model to a large pool of bloggers and journalists, when PV Body decided to change the contents of the fitness fashion box “overnight.”
Horner was clear that “this [launch of Ellie] was never the original model. The reason we switched was that we had so much inconsistent feedback from our members,” she says, citing multiple situations where members were dissatisfied with the surprise products they were being sent.
“And frankly, getting enough inventory in every month to send everyone something new was just impossible,” she adds. They hope to avoid these problems by manufacturing their own line.
Current members have the option of canceling their subscription if they’re not on board with the new plan and the new collection.
However, Horner says the company is confident members won’t jump ship once they experience Ellie. But it may take slightly more than cute threads for PV Body to totally regain its customers’ trust. —Lisa Elaine Held