Fashion subscription retailing: an exploratory study of consumer perceptions
Journal of Fashion Marketing and Management
ISSN: 1361-2026
Article publication date: 25 May 2018
Issue publication date: 30 August 2018
Abstract
Purpose
Fashion subscription service is a newly emerged retailing model that provides an innovative way of shopping to meet consumers’ fashion needs. From the perspective of innovation adoption, the purpose of this paper is to provide an insight of consumers’ perceptions as well as adoption intention of this innovative retailing format.
Design/methodology/approach
This research is qualitative in nature, utilizing focus group study approach. In this paper, content analysis was applied to analyze the data.
Findings
While possessing varying degrees of knowledge about fashion subscription retailing, the participants shared the following perceptions of relative advantages, including convenience, personalization, consumer excitement, opportunities to try new styles, and opportunity to better manage their apparel budget. Concerns mainly focused on missing social shopping experiences and the hassle in the cancellation process. The overall adoption intention was high.
Research limitations/implications
Due to the nature of this research, the sample size was limited and results may not be generalized. This research paid less attention to individual differences, in terms of demographic and psychographic characteristics.
Practical implications
Future marketing could focus more on educating consumers about the attributes of the services they provide. Retailers can strategically leverage the positively perceived advantages in their marketing communications to enhance consumers’ adoption intention of their services.
Originality/value
The paper fills a gap in the literature on consumer behavior toward fashion subscription retailing and sheds light for companies in their endeavors to excel in this new retailing venue.
Keywords
Acknowledgements
This paper is an expanded version of the abstract included in the proceedings of the 2017 annual conference of the International Textile and Apparel Association.
Citation
Tao, Q. and Xu, Y. (2018), "Fashion subscription retailing: an exploratory study of consumer perceptions", Journal of Fashion Marketing and Management, Vol. 22 No. 4, pp. 494-508. https://doi.org/10.1108/JFMM-11-2017-0123
Publisher
:Emerald Publishing Limited
Copyright © 2018, Emerald Publishing Limited