Fashion Subscription Retailing: An Exploratory Study of Consumers' Perception

Abstract

<p>With the increasing popularity of subscription service in the fashion industry, little academic research has been conducted to analyze this phenomenon. This current study was designed to explore young consumers' perceptions of and attitude toward subscription retailing service in the fashion industry. As little is known about consumers' experiences with fashion subscription service, a qualitative research approach was adopted by conducting a focus group study. In summary, this exploratory study suggests that fashion subscription retailing has gained awareness among consumers. However, consumers' knowledge of the service might vary greatly due to their involvement with fashion. While the key functions and attributes of the service were well perceived among consumers, the perceived concerns and risks were quite high as well. It is important for companies to develop marketing strategies to communicate benefits, but also to address concerns regarding the subscription service.</p>