In September 2012, my friend told me about a new company, PVBody. The idea was that customers would pay $39.95 a month and in return, PVBody would send them a fitness outfit (top and bottom). The hook was that it wasn’t just any ordinary clothing, but high-end brands such as Nike, American Apparel, Nux, 15Love and Lululemon. Each customer would fill out a survey that asked a few simple questions, including what colors they liked, what style shirts and pants/shorts they preferred, what size they wore, etc. PVBody would then take that information and send each customer a package based on their answers. Surely this sounded like a great deal and they touted the fact that customers would get an outfit valued at $140 for only $39.95 a month. In addition, customers could freeze their accounts and re-engage at any time.
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