Assessing consumer willingness to pay for digital clothes

The progressive diffusion of digital technologies is leading many fashion companies to integrate them in their offerings and develop “digital clothes”, namely clothes that exists only in the digital form. These products are determining the rise of the so-called “digital fashion”. In response to this trend, many fashion brands have launched their collections of digital clothes. Marketing research has recently started to investigate consumers’ disposition towards digital clothes (Joy, 2022). However, the motivational factors that lead consumers to purchase these products are still unexplored.

To close the above illustrated gap, this research focuses on the perceived uniqueness of digital clothes, which likely impacts consumers’ willingness to pay for these products. Moreover, considering that digital clothes might elicit some new sensations, this research also assessed whether consumers’ sensation seeking tendency, namely their “need for varied, novel and complex sensations and experiences” (Zuckerman, 1979, p. 10), affects the impact of uniqueness on willingness to pay for digital clothes.