Consumer Behavior

Consumer Shopping Value in Using Curated Fashion Subscription: The Case of Stitchfix.com

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Abstract

Curated retailing provides a customized shopping experience with personalized consultancy services that curate fashion product selection based on the customer's preferences. However, curated retailing is still in its early development stage. To gain loyal customers, curated retailers must understand what shopping value customers are expecting to obtain, so that they can better deliver curated service and products to meet and exceed customers’ expectations. This research intends to understand consumer shopping value obtained from using curated fashion subscription. StitchFix.com was selected as a representative case for the empirical qualitative study. Content analysis on the transcripts of 20 collected unboxing videos from YouTube found that Leading hedonic values obtained from using curated fashion subscription service include excitement, unique products, fun, and enjoyment in life. Also, consumers use curated fashion subscription because of the utilitarian value of having personal styling services and shopping convenience.

Keywords: Stitchfix.com, shopping value, fashion subscription, curated shopping

How to Cite:

Hasan, R. & Liu, C., (2020) “Consumer Shopping Value in Using Curated Fashion Subscription: The Case of Stitchfix.com”, International Textile and Apparel Association Annual Conference Proceedings 77(1). doi: https://doi.org/10.31274/itaa.12052