Shopping motivations of fashion subscription service consumers
Date
2021-10-29
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Abstract
Recently, 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.
Description
This is an Accepted Manuscript of an article published by Taylor & Francis in International Review of Retail, Distribution and Consumer Research on 10/29/2021, available online: http://www.tandfonline.com/10.1080/09593969.2021.1990104
Keywords
Shopping motivations, fashion subscription, fashion retailing, stylist, personalization
Citation
Dipti Bhatt, Hye-Shin Kim & Siddharth Bhatt (2021) Shopping motivations of fashion subscription service consumers, The International Review of Retail, Distribution and Consumer Research, 31:5, 549-565, DOI: 10.1080/09593969.2021.1990104