Exploring Non-ownership Apparel Consumption through Online Fashion Product Rental Services: An Application of Institutional Theory

Cook, Sasikarn Chatvijit; Hodges, Nancy

doi:10.31274/itaa_proceedings-180814-14

Cited by 4 publications

(4 citation statements)

References 4 publications

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“…For example, tuxedos or prom dresses may only be used once or twice and thus, an investment may not pay off, whilst everyday garments may make ownership more economical and require different shopping practices. As such, this research agrees with past studies (Armstrong et al, 2015;Cook and Hodges, 2015) in that saving money is perceived as a key benefit of rentals, yet it is only reflected in special occasion wear. To explain, consumers generally feel that second-hand garments should be considerably cheaper when bought or rented, yet this may not always be the case for more everyday garments or accessories as subscription fees for rental services can be expensive.…”

Section: Drivers Of Fashion Rentingsupporting

confidence: 92%

“…As such, fashion rentals may take away from the hedonistic aspects of shopping (or retail therapy). Although neither online nor offline rental services can replicate the hedonistic aspect of shopping, both forms create a novel experience for the user (Cook and Hodges, 2015). Further barriers identified in the literature are garment maintenance, hygiene and quality issues (Armstrong et al, 2015).…”

Section: Literature Review 21 Consumer Perceptions Of Fashion Rentalmentioning

confidence: 99%

“…Renting a wardrobe allows consumers to constantly change their look, try new things and stay on trend (Lang and Armstrong, 2015;Peterson and Riisberg, 2017). It allows consumers to meet their needs for newness in a cost-effective manner; rental services allow indulging in the fast fashion trend with limited consequences (Armstrong et al, 2015;Peterson and Riisberg, 2017), as they can be rented at a fraction of the cost of the retail price and thus, making even luxury products affordable (Cook and Hodges, 2015).…”

Section: Literature Review 21 Consumer Perceptions Of Fashion Rentalmentioning

confidence: 99%

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Exploring the spectrum of fashion rental

Mukendi

Henninger

2020

JFMM

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PurposeCurrently, fashion rental is suggested as being a way to bring about sustainability in the fashion industry. Although there has been some success for brands in this space, as of yet fashion rental remains a niche form of consumption. This study aims to uncover consumer perspectives of fashion rental to identify opportunities for developing a fashion rental business that meets the needs of current consumers.Design/methodology/approachThis is a qualitative study utilising semi-structured interviews combined with brainstorming and drawing exercises. Interviews were conducted with 17 women and three men.FindingsFindings indicate that considerations around fashion rentals are utilitarian in nature focussing on functional benefits rather than more hedonistic ones. A spectrum of products that people would be most interested in renting is given.Research limitations/implicationsAlthough the study invited male and female participants, the sample is more female-heavy, which may reflect the fact that women tend to be more open to alternative modes of consumption.Practical implicationsAn important implication is that asking consumers to rent clothing requires a significant change in mindset. Brands need to ensure that their services “make sense” for the consumer to consider it as a viable alternative to purchasing new clothing.Originality/valueThis paper proposes a spectrum of fashion items that consumers may be interested in renting; this aims to help brands develop services that meet consumer needs.

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Section: Drivers Of Fashion Rentingsupporting

confidence: 92%

Section: Literature Review 21 Consumer Perceptions Of Fashion Rentalmentioning

confidence: 99%

Section: Literature Review 21 Consumer Perceptions Of Fashion Rentalmentioning

confidence: 99%

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Exploring the spectrum of fashion rental

Mukendi

Henninger

2020

JFMM

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“…Rental companies such as Bag Borrow or Steal, Chic by Choice, Rent the Runway, Armarium, Mine for Nine, and subscription-based rental companies such as Letote, Gwynniebee, For Days, Bag Borrow or Steal, Rent the Runway, and Mine for Nine are some of the examples of companies offering these services. These services give access to unaffordable clothes, such as luxury designer clothes to the customers (Cook & Hodges 2015;Lang & Armstrong 2015). Moreover, they allow the fast-fashion consumers to refresh their wardrobes and try new styles (Okonkwo, 2010).…”

Section: Rental and Subscription-based-rental Fashion Servicesmentioning

confidence: 99%

Being sustainable while being fashionable in clothing industry: Exploring the potential integration of Sustainable Fashion Products and Collaborative Fashion Consumption Services

Kumar¹

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Fashion industry being the second most polluting industry has received a considerable attention towards sustainability. As the fashion industry is a demand-driven industry, the authors have recently suggested to shift the focus from the production end to the consumer end of the industry for a sustainable future. However, the current market offerings in the sustainable fashion industry demand the consumers to compromise with style, design, trends, or price which makes it difficult for the consumers to find a balance of perceived cost and benefit. Thus, with the help of desk research and exploratory primary research, this thesis finds an alternative to minimize the perceived cost of sustainable fashion and proposes a model with which consumers might find a greater cost-benefit balance in the sustainable fashion industry.This provides an alternative to be sustainable and fashionable at the same time. Preface II Disclaimer III 1 Introduction 1.1 Background 1.2 Problem Statement and Research Question 1.3 Thesis Disposition 1.4 Thesis Contribution 2 Literature Review 2.1 The Fashion Industry 2.1.1 Fast Fashion 2.2 Sustainable consumption in the fashion industry 2.3 Closed-loop circular economy in the fashion industry 2.4 The Sustainable fashion Product Industry 2.4.1 Recycled and Upcycled fashion products 2.4.2 Drivers for indulging in sustainable clothing products 2.4.3 Barriers for indulging in sustainable clothing products 2.5 The Collaborative Fashion Consumption (CFC) Industry 2.5.1 Rental and Subscription-based-rental fashion services 2.5.2 Collaborative fashion consumption (CFC) as a sustainable consumption model 16 2.5.3 Drivers for indulging in CFC services 2.5.4 Barriers for indulging in CFC services 2.6 Theory of individually perceived cost-benefits balance 3 Proposed Conceptual Operational Model 4 Methodology 4.1 Research design and approach 4.1.1 Theory-based conceptual framework 4.

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In Search of Morphogenetic Mechanisms to Transform Marketing Systems from Linear to Circular Structural Arrangements

Thomas

2021

Corporate Responsibility, Sustainability and Markets

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Exploring Non-ownership Apparel Consumption through Online Fashion Product Rental Services: An Application of Institutional Theory

Cited by 4 publications

References 4 publications

Exploring the spectrum of fashion rental

Exploring the spectrum of fashion rental

Being sustainable while being fashionable in clothing industry: Exploring the potential integration of Sustainable Fashion Products and Collaborative Fashion Consumption Services

In Search of Morphogenetic Mechanisms to Transform Marketing Systems from Linear to Circular Structural Arrangements

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