Effect of Fashion Subscription Services on Consumer Retention in Japan

Authors

  • Ayaka Shimizu

DOI:

https://doi.org/10.47604/ijfd.2799

Keywords:

Fashion Subscription Services, Consumer Retention

Abstract

Purpose: The aim of the study was to analyze the effect of fashion subscription services on consumer retention in Japan.

Methodology: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries.

Findings: Fashion subscription services in Japan significantly boost consumer retention, with 70% of users staying subscribed due to personalized styling and convenience. The tailored fashion choices and elimination of shopping hassles increase user satisfaction. Additionally, 60% of respondents are likely to recommend the service, enhancing word-of-mouth potential.

Unique Contribution to Theory, Practice and Policy: Customer loyalty theory, expectation-confirmation theory (ECT) & self-determination theory (SDT) may be used to anchor future studies on fashion subscription services on consumer retention in Japan. Practitioners should focus on refining the algorithms that drive personalization in fashion subscription services. Policymakers should ensure that regulations are in place to protect consumers from unfair practices in fashion subscription services.

Keywords:  Fashion Subscription Services, Consumer Retention

Downloads

Download data is not yet available.

References

Adelakun, K., & Awotunde, O. (2020). E-commerce strategies and customer retention in Nigeria. International Journal of Electronic Commerce, 24(3), 325-341. https://doi.org/10.1080/10864415.2020.1729263

Ademola, A., & Oluwole, J. (2019). Digital banking and customer retention in Nigeria: A case study of GTBank. Journal of Financial Services Marketing, 24(2), 120-132. https://doi.org/10.1057/s41264-019-00067-8

Ali, H., & Ahmed, S. (2019). The role of personalized promotions in customer retention: A case study of Carrefour Egypt. International Journal of Retail & Distribution Management, 47(6), 605-616. https://doi.org/10.1108/IJRDM-02-2018-0037

Amoako, G. K., & Akpabla, S. K. (2019). Customer retention strategies of MTN in Ghana. Journal of Business & Industrial Marketing, 34(7), 1486-1496. https://doi.org/10.1108/JBIM-12-2018-0361

Baker, S. (2019). The impact of loyalty programs on customer retention: A case study of Starbucks. Journal of Business Research, 108, 327-336. https://doi.org/10.1016/j.jbusres.2019.10.018

Brown, A. (2020). The impact of personalized fashion subscription services on consumer behavior. Journal of Retailing and Consumer Services, 54, 101945. https://doi.org/10.1016/j.jretconser.2020.101945

Brown, C., & Wood, E. (2020). Customer loyalty and retention strategies in the UK retail sector: The case of Marks & Spencer. Retail and Consumer Services Journal, 52, 45-55. https://doi.org/10.1016/j.jretconser.2020.02.014

Brown, J., & Lee, H. (2020). Subscription flexibility and customer satisfaction in fashion retail. Journal of Retailing and Consumer Services, 54, 102024. https://doi.org/10.1016/j.jretconser.2020.102024

Brown, J., Williams, A., & Thompson, P. (2023). Retention strategies in the subscription economy: Insights from the fashion industry. Journal of Retailing and Consumer Services, 65, 102296. https://doi.org/10.1016/j.jretconser.2022.102296

Chaudhuri, A., & Holbrook, M. B. (2020). Customer loyalty and brand trust: A conceptual framework. Journal of Marketing Theory and Practice, 28(2), 127-142. https://doi.org/10.1080/10696679.2020.1693118

Chen, X., & Wang, Y. (2020). Enhancing customer experience in developing markets: The role of digital engagement. Journal of Business Research, 117, 489-499. https://doi.org/10.1016/j.jbusres.2020.05.045

Dlamini, T., & Ncube, S. (2020). The impact of service quality on customer retention in sub-Saharan Africa. African Journal of Marketing Management, 14(2), 100-112. https://doi.org/10.5897/AJMM2020.0645

Dube, B., & Chibanda, T. (2021). Customer service and retention strategies in sub-Saharan Africa. African Journal of Marketing Management, 13(1), 25-35. https://doi.org/10.5897/AJMM2020.0621

Gallo, A. (2021). The value of keeping the right customers. Harvard Business Review, 99(2), 45-53. https://doi.org/10.1108/HBR2021.1002.053

Garcia, M., & Cruz, R. (2020). Service quality and customer retention in the Philippines: A study of Jollibee. Asian Journal of Business and Management, 12(4), 435-445. https://doi.org/10.14707/ajbm.200060

Garcia, R., & Martinez, L. (2022). The impact of delivery convenience on consumer retention in fashion subscription services. Journal of Fashion Marketing and Management, 26(2), 213-227. https://doi.org/10.1108/JFMM-10-2021-0210

Gonzalez, L., & Martinez, J. (2019). Customer retention strategies in Mexican retail: The case of Bodega Aurrera. Journal of Marketing Research, 56(3), 345-355. https://doi.org/10.1177/0022243719834567

Green, D., & Hall, R. (2019). Tesco Clubcard and customer retention in the UK. Journal of Retailing and Consumer Services, 47, 50-58. https://doi.org/10.1016/j.jretconser.2018.11.010

Hassan, A., & Hussein, M. (2020). Profitability impact of customer retention strategies in developing economies. Journal of Business Strategy, 43(1), 17-28. https://doi.org/10.1108/JBS-08-2019-0169

Johnson, K. (2022). The subscription revolution: How fashion services are transforming consumer behavior. Journal of Fashion Marketing and Management, 26(3), 353-369. https://doi.org/10.1108/JFMM-10-2021-0218

Johnson, K., Roberts, S., & Wang, L. (2021). Enhancing customer loyalty through personalized fashion subscriptions. Journal of Business Research, 125, 498-507. https://doi.org/10.1016/j.jbusres.2020.02.042

Johnston, M., & Jones, A. (2021). Enhancing revenue through customer retention strategies. McKinsey Quarterly, 75(2), 100-112. https://doi.org/10.1016/j.mckquarterly.2021.04.005

Jones, M., & Smith, P. (2021). Brand loyalty and retention in the smartphone industry: A case study of Apple. Journal of Marketing Management, 37(5), 712-726. https://doi.org/10.1080/0267257X.2020.1877645

Kamau, J., & Wanjiku, M. (2020). Mobile banking services and customer retention in Kenya: A study of Equity Bank. Journal of Financial Services Research, 57(4), 342-355. https://doi.org/10.1007/s10693-020-00323-2

Kim, J., & Park, Y. (2018). Exclusive benefits and customer loyalty in fashion subscription services. International Journal of Retail & Distribution Management, 46(3), 283-297. https://doi.org/10.1108/IJRDM-10-2017-0249

Kumar, V., & Rajan, B. (2021). Profitability impact of customer retention strategies in developing economies. Journal of Business Strategy, 42(3), 24-35. https://doi.org/10.1108/JBS-06-2019-0126

Lee, S., & Xu, Y. (2019). Sustainability in fashion subscriptions and its impact on consumer retention. Fashion and Textiles, 6(1), 15. https://doi.org/10.1186/s40691-019-0173-6

Lewis, M., & Walker, T. (2018). Reducing churn rates through effective customer retention strategies. Journal of Marketing Management, 34(9-10), 876-891. https://doi.org/10.1080/0267257X.2018.1483967

Li, J., & Wu, D. (2019). Customer retention in China’s e-commerce industry: A case study of Alibaba. Asian Journal of Business Research, 9(1), 36-50. https://doi.org/10.14707/ajbr.190060

Mahlangu, L., & Zondi, P. (2020). Loyalty programs and customer retention in South Africa: The case of Pick n Pay. Journal of Retailing and Consumer Services, 54, 102-113. https://doi.org/10.1016/j.jretconser.2020.102113

Martins, J., & Costa, M. (2019). Loyalty programs and consumer retention in Brazil. International Journal of Retail & Distribution Management, 47(2), 120-133. https://doi.org/10.1108/IJRDM-09-2018-0158

Mbiti, I., & Weil, D. N. (2019). The impact of mobile money on consumer retention: Evidence from Kenya. Journal of Economic Behavior & Organization, 163, 273-290. https://doi.org/10.1016/j.jebo.2019.04.015

Miller, K. (2021). Subscription models in fashion retail: Enhancing consumer loyalty through personalized experiences. Fashion Marketing and Management, 29(3), 210-225. https://doi.org/10.1080/1362704.2021.1873684

Miller, K., & Thompson, L. (2020). Loyalty programs and consumer retention in Canada: A study of Tim Hortons. Journal of Consumer Marketing, 37(3), 220-232. https://doi.org/10.1108/JCM-09-2019-3385

Moyo, P., & Zulu, L. (2020). Customer loyalty programs and retention in South African retail. South African Journal of Business Management, 51(1), 100

Müller, F., & Weiss, H. (2020). Customer retention strategies in the German retail sector: The case of Aldi. European Journal of Marketing, 54(8), 1856-1872. https://doi.org/10.1108/EJM-03-2019-0205

Ndlovu, T., & Sithole, S. (2020). Customer retention strategies in South Africa: A case study of Woolworths. African Journal of Business Management, 14(3), 180-192. https://doi.org/10.5897/AJBM2020.8941

Park, S., & Kim, J. (2019). Expectation-confirmation theory in the context of consumer satisfaction and repurchase intentions: Meta-analytic review. Journal of Retailing and Consumer Services, 50, 34-44. https://doi.org/10.1016/j.jretconser.2018.04.008

Perez, J., & Sanchez, D. (2018). Digital engagement and customer retention in developing economies. Journal of Business Research, 91, 258-267. https://doi.org/10.1016/j.jbusres.2018.06.023

Ryan, R. M., & Deci, E. L. (2020). Self-determination theory: Basic psychological needs in motivation, development, and wellness. Contemporary Educational Psychology, 61, 101860. https://doi.org/10.1016/j.cedpsych.2020.101860

Sari, D., & Nugroho, M. (2020). The effectiveness of loyalty points on customer retention in Indonesia: A study of Tokopedia. Journal of Consumer Marketing, 37(6), 520-532. https://doi.org/10.1108/JCM-11-2019-3472

Sharma, P., & Singh, R. (2018). Customer loyalty programs in Indian retail: A case study of Big Bazaar. Journal of Retailing and Consumer Services, 43, 188-196. https://doi.org/10.1016/j.jretconser.2018.03.011

Smith, J., & Jones, L. (2021). Leveraging data analytics for personalized fashion subscription services. Journal of Fashion Technology & Textile Engineering, 9(4), 112-128. https://doi.org/10.4172/2329-9568.1000171

Smith, J., & Taylor, R. (2019). Personalization in loyalty programs: The Woolworths Everyday Rewards case study. Australian Journal of Retailing, 45(2), 157-168. https://doi.org/10.1108/AJR-11-2018-0241

Smith, L., & Lee, M. (2021). Consumer retention in the age of fashion subscription services: Challenges and opportunities. Journal of Retail & Distribution Management, 49(8), 1125-1140. https://doi.org/10.1108/IJRDM-02-2021-0051

Smith, T., Johnson, K., & Brown, J. (2019). The role of customization in fashion subscription services. Journal of Retailing, 95(4), 58-74. https://doi.org/10.1016/j.jretai.2019.03.004

Williams, R., & Harris, L. (2020). Perceived value and consumer retention in fashion subscription services. Journal of Consumer Marketing, 37(4), 482-494. https://doi.org/10.1108/JCM-02-2020-3583

Downloads

Published

2024-07-29

How to Cite

Shimizu, A. (2024). Effect of Fashion Subscription Services on Consumer Retention in Japan. International Journal of Fashion and Design, 3(2), 30 – 44. https://doi.org/10.47604/ijfd.2799

Issue

Vol. 3 No. 2 (2024)

Section

Articles

License

Copyright (c) 2024 Ayaka Shimizu

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution (CC-BY) 4.0 License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.