Inclusive-sizing brand, Universal Standard, was able to turn a 2019 operational crisis into a revenue-driving idea.
Originally the mystery box was primarily marketed to repeat customers because the company believed that only customers who knew the brand would be interested. “We were quickly proven wrong,” shares Veksler. The mystery box was immediately successful and got an overwhelmingly positive response from new and existing customers. With proof that there was demand for this type of experience, Universal Standard has launched a mystery box every year since.
From a business perspective, the mystery box model is ingenious. It allows Universal Standard to move quickly through excess inventory that might be more difficult to sell individually and enables the company to save on buy-ins by placing larger orders. Larger orders lead to bigger discounts for the customer. Further, Mystery Box is an easy way for new customers to experience the brand.
Veksler says that the mystery box is so successful because it offers both a surprise and a compelling value proposition. “We design our clothes with only the best fabrics and spend countless hours fitting the styles on all sizes 00 through 40 to ensure the fit is exceptional for everyone,” says Veksler. “To save on premium clothes that actually fit, and have fun in the process of purchasing, is a truly unique shopping experience. To date, we’ve sold over 100,000 mystery boxes.
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