Merchandising/Marketing/Retailing: Branding

Those Who Subscribe: A Customer Profile Assessment of Apparel and Beauty Subscription Service Shoppers

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Abstract

There has been growing popularity in a retail business model called "subscription boxes" and it is changing the landscape of retailing space (Bala, 2012). The purpose of this study was to examine the appeal of subscription boxes through consumer profiles of apparel and beauty subscription shoppers. Data for this study were collected using a Qualtrics online consumer panel within the USA. A total of 222 surveys were completed. Respondents were in the past or during the study a member of an apparel or beauty retail subscription service. Existing scales from previous studies were adapted for use. The data were analyzed using exploratory factor analysis, with varimax rotation, followed by clustering (e.g. Hampson & McGoldrick, 2013; Jamal, Davies, Chudry & Al-Marri, 2006). Based on these results, three clusters were identified: Passionate Gifters, Trendy Differentiators, and Quality Seekers. These results will assist companies to market strategically.

Keywords: Quality, Need for uniqueness, Shopping motivations, Beauty, Apparel, Subscription services

How to Cite:

Rothenberg, L. & Matthews, D. R., (2020) “Those Who Subscribe: A Customer Profile Assessment of Apparel and Beauty Subscription Service Shoppers”, International Textile and Apparel Association Annual Conference Proceedings 77(1). doi: https://doi.org/10.31274/itaa.12215