 Rental clothing box subscription: The importance of sustainable fashion labelsAlexandra Rese and Daniel Baier Journal of Retailing and Consumer Services, 2025, vol. 83, issue C Abstract: 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. Keywords: Subscription boxes; Fashion; Sustainable labels; Circular economy; Conditional pricing; Biographical notes (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:83:y:2025:i:c:s0969698924004491 DOI: 10.1016/j.jretconser.2024.104153 Access Statistics for this article Journal of Retailing and Consumer Services is currently edited by Harry Timmermans More articles in Journal of Retailing and Consumer Services from Elsevier |
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