Consumer Goods Subscriptions: How to Win in Retail in the 21st Century
... Since the early 2000s, subscription models have experienced an upswing as a result of digitization. This can be clearly seen with providers of digital goods, such as streaming services (e.g., Netflix and Spotify) (Bischof and Rudolph, 2022). Birchbox started with beauty product samples in 2010 (Woo and and, today, subscription models can be found in various physical goods and almost all industries (Andonova et al., 2021). ...
... Tao and Xu (2020) found that consumers, for the most part, have clear style preferences that preclude the need for a surprise element. In particular, male buyers prefer practical subscriptionsnamely, those that are self-assembledand appreciate an automatic process that streamlines the purchase of everyday items, such as razor blades (Bischof and Rudolph, 2022). In contrast to women, men are less prone to impulse buying when purchasing (Coley and Burgess, 2003). ...
... Curated surprise fashion boxes, unlike surprise subscriptions, are personalized and appeal to customers more inclined to value product diversity (Bischof and Rudolph, 2022). With curated surprise fashion boxes, customers receive 'shopping assistance', meaning that the content is individually curated by the provider. ...
Renting fashion using clothing box subscription is a growing trend in the textile industry. The element of surprise varies according to the box type chosen by the customer: the self-assembled or the curated surprise box. Our study focuses on the effects of consumer characteristics, box type and other attributes on the intention to subscribe. We collected data from 364 German respondents and used choice-based conjoint analysis to estimate these effects. A between-subject design helps to compare the self-assembled versus the curated surprise box type. Price has the highest relative importance in the curated surprise box subscription model. In both subscription models, consumers preferred to rent four fashion pieces rather than two. Sustainable fashion labels increase the willingness to pay in the case of the self-assembled box model. Most consumers still prefer new fashion items over second-hand or upcycled ones, leaving considerable room for circular communication strategies.
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