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increased globalisation pace in the business world

The increased globalisation pace in the business world has led to sophistication and a wide variety of choices in fashion. As such, Pedersen et al. (2018) point out that consumers are now having a wide range of options to make concerning their clothing. Based on these studies, the current trend that is gaining traction in the fashion industry mainly is garment renting (Bick et al., 2018; Kwon and Choo, 2020). However, there are scant studies that cover this issue in detail, as seen above. The few studies that talk about rental fashion addressed it relative to traditional fashion. Apart from that, despite most studies agreeing that customer’s perceptions are imperious in fashion renting, Capone and Lazzeretti (2016) point out that none of them has evaluated the impacts of customer perception in one study. Also, most present studies on renting accentuate on car renting and fashion renting with only a few on clothes renting in which it is covered lightly, without any focus on the UK market. According to past studies, consumer’s perception of renting fashion can be applied in adjusting marketing strategies to increase the revenue of cloth renting business. According to Capone and Lazzeretti (2016), it is necessary to know consumers’ perceptions in a new model of business, which determines whether they will accept the business or not. For these reasons, the decision about the perception of consumers in fashion renting is essential, which is the principal motive of the study.

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