Rental clothing box subscription : The importance of sustainable fashion labels

Titelangaben

Rese, Alexandra ; Baier, Daniel:
Rental clothing box subscription : The importance of sustainable fashion labels.
In: Journal of Retailing and Consumer Services. Bd. 83 (2025) . - 104153.
ISSN 0969-6989
DOI: https://doi.org/10.1016/j.jretconser.2024.104153

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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.