Kim Kardashian’s accessories website ShoeDazzle is changing the way it does business. The company cofounded by the reality starlet is canning its subscription model with the hopes more customers will buy rather than hire.
The site’s 10 million members previously paid $39.95 each month to rent luxury handbags, footwear, and jewelry. Customers could opt out if the available products didn’t appeal or bank their subscription fee as credit for future purchases.
ShoeDazzle will continue to offer a selection of items to suit its customers’ individual style profiles, but the subscription fee has been abolished. By canning the fee ShoeDazzle hopes to attract tens of millions of extra members, who it hopes will purchase the goodies offered.
ShoeDazzle will further entice shoppers with a new extended product range. The company will add apparel, lingerie, and bridal items to its existing accessories lines. This will allow customers to search for an entire outfit, rather than simply accents.
It’s a bold move to dramatically restructure a company two years after its launch, but I guess only time will tell whether that daring pays dividends. What do you think of ShoeDazzle’s new business model? Are you more or less likely to use its new subscription-free style service?
