TY - JOUR
T1 - Shopping motivations of fashion subscription service consumers
AU - Bhatt, Dipti
AU - Kim, Hye Shin
AU - Bhatt, Siddharth
N1 - Publisher Copyright:
© 2021 Informa UK Limited, trading as Taylor & Francis Group.
PY - 2021
Y1 - 2021
N2 - 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.
AB - 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.
UR - http://www.scopus.com/inward/record.url?scp=85118464500&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=85118464500&partnerID=8YFLogxK
U2 - 10.1080/09593969.2021.1990104
DO - 10.1080/09593969.2021.1990104
M3 - Article
AN - SCOPUS:85118464500
SN - 0959-3969
VL - 31
SP - 549
EP - 565
JO - International Review of Retail, Distribution and Consumer Research
JF - International Review of Retail, Distribution and Consumer Research
IS - 5
ER -