Department of Fashion and Apparel Studies
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Browsing Department of Fashion and Apparel Studies by Author "Kim, Hye-Shin"
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Item Sharing personal experiences and online consumer engagement: A case study of Glossier(Journal of Global Fashion Marketing, 2021-09-07) Paintsil, Ashley; Kim, Hye-ShinSocial media has become influential in the fashion and beauty marketplace where digital communication centers around consumer interests in products and brands. This case study examines how sharing of personal experiences on the digital communication platforms of the Glossier beauty brand influences consumer engagement in an online brand community. In-depth interviews of thirteen consumers of the Glossier brand and its social media channels were conducted. The qualitative method allows the researchers to capture the rich context of the consumer experience and the social reality of online community members through their own words. This case study offers insight into how social media communication, moving beyond simple product reviews, allows a direct-to-consumer brand to effectively leverage the personal experiences of their consumers as a catalyst for learning, advocating for the brand, co-developing the brand, and building consumer and brand relationships. A new perspective from Brodie et al.’s consumer engagement model highlights key interrelated processes that evolve from the sharing of consumer experiences and adding value to building a robust brand community.Item Shopping motivations of fashion subscription service consumers(2021-10-29) Bhatt, Dipti; Kim, Hye-Shin; Bhatt, SiddharthRecently, there has been a surge in fashion companies providing a subscription model of shopping whereby consumers can get a curated box of fashion items delivered to them regularly. Despite the popularity, there is a lack of research on this topic. This study employed a qualitative approach to examine the motivations and benefits consumers associate with fashion subscription. Using in-depth interviews, data collected from 14 participants was analyzed to uncover six major themes. These themes arepersonalization via stylist and/or algorithm; adapting to the lifestyle: finding convenience and value; something old, something new, and something different: variety and experimentation; excitement of the surprise: searching for adventure; a gift for me: self-gratification; sharing the experience: shopping with friends and family. Themes uncovered from research with actual fashion subscribers have high external validity. Findings from this research advance our understanding on fashion subscription and provide insights for companies in this industry.