Current trends in the fashion industry
Sustainability is not a new topic in the context of fashion. There are several ways to be sustainable in fashion, such as clothes donation, repairing fashion, and second-hand clothing. Mintel report (2019a) points out that 30% of British consumers state that they would be more willing to shop from a retailer if it sells sustainable fashion items. More fashion retailers have launched sustainable fashion ranges, such as JoinLife by Zara and Conscious by H&M. A latest report released by McKinsey & Company (2020), suggests that sustainability measures and materials revolution as two of the main themes for the fashion industry in 2020.

Access-based consumption is defined by Lee and Chow (2020) as “the peer-to-peer sharing of underutilized products and services”. Bardhi and Eckhardt (2012) identified it as the “transactions that can be market mediated but where no transfer of ownership takes place” (p.881). Access-based consumption is gaining a higher popularity in different contexts such as music streaming (Sportify), sharing of car (Uber/Zipcar) and accommodation (Airbnb). Rental business model is one of the examples of access-based consumption. An early study by Durgee and O’Connor (1995) revealed that renting is linked with freedom, non-commitment and a prevention from maintenance tasks. Gumulya and Ginting (2020) further point out that renting allows consumers to enjoy a product without the concern of purchasing, maintaining and storing. It also helps to reduce the problems when a product reaches its lifespan. As stated in the report of WRAP (2012), environmental impacts of water waste and carbon footprints can be reduced if the clothing life is extended by only nine months.