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According to Kwon and Choo (2020), some consumers see the advantages of using fashion rentals compared to buying. Remarkably, conferring to Poorthuis, Power, and Zook (2020), renting a wardrobe permits customers to change regularly their look by trying new things and staying on-trend. It also allows many consumers to attain their newness needs in a manner that is considered effective because it permits them to indulge in the fast trend of fashion with few consequences (Pedersen et al., 2018). The main reason is that luxurious clothes can be rented and used at a fraction of their value relative to their retailing cost, which makes luxurious products affordable. Nevertheless, for the consumers who are for rentals clothes, they expect transparency at any given time (Kwon and Choo, 2020). For example, they need to have more data regarding the provenience of the products and the quality of used materials. Customers, in particular, those who are environmentally conscious, prefer to have products that do not impact the environment negatively (Bick et al., 2018). As such, numerous brands dealing in renting fashion are reacting to these requirements raised from their business demand side by being as transparent as they can in their operations.