Subscription Services in the Fashion Industry: a Quantitative Approach on Consumers' Perspective
Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Individualisation and digitalisation are increasing in importance which leads to a change in the society, affecting consumers’ behaviour and needs. This change results in consumers desiring an individualised consumption experience with additional services that fashion companies should consider in order to stay relevant. This development opens up for new opportunities regarding business models such as the business model of subscription services. The identified gap in the academic literature of subscription services lies in the application of this business model to the fashion industry. Non-academic articles about fashion subscription services were found but often from the industries’ point of view rather than from the consumers’ point of view. Thus, the purpose of this study is to investigate the consumers’ perspective on fashion subscription services and what underlying reasons there might be for these perspectives. The study is of quantitative nature with theories regarding subscription services, consumer behaviour and fashion forming the research questions and thus the research. Data was collected by an online questionnaire to gain insight on respondents’ perspectives on fashion subscription services which was used as descriptive empiricism, tested for correlations and discussed in line with the theories. The study shows that there are correlations between the theories and the respondents’ interest in fashion subscription services, but the interest cannot be explained by each of the theories separately. However, by looking into different affecting factors, suggestions of underlying reasons are offered by this study.
Place, publisher, year, edition, pages
Business Models, Digitalisation, Fashion, Fashion Subscription Services, Online Consumer Behaviour, Individualisation, Subscription Services
Economics and Business
IdentifiersURN: urn:nbn:se:hb:diva-10748OAI: oai:DiVA.org:hb-10748DiVA: diva2:974225
Subject / course