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According to Clube and Tennant (2020), the key reason for the continued growth of fashion renting is because of the change in consumer perceptions. As such, cloth renting needs customers to re-evaluate how they use, dispose of and care for clothing, which denotes that they must form new skills and consumption patterns. Even though many studies have documented various reasons why consumers have hesitated in the adoption of rental fashion, Cavender et al. (2020) discovered that perceived barriers and benefits are mainly context-specific. For example, unlike rental fashion, in the traditional fashion industry, consumers can buy clothes anytime and anywhere after being posted either online or in physical shops. However, the rental fashion market has new implications for consumption because renting clothes needs a different kind of consumption. For instance, according to Cavender et al. (2020), consumers always need to wait, especially for luxury clothes, for their chance to wear such clothes in cases where they are limited. This issue presents an inconvenience, which is unfamiliar to the traditional fashion system leading to negative customer perception of renting fashion. Many consumers also perceive increased waiting time and lack of availability as significant barriers, which requires changes in the current shopping behaviour of consumers (Brydges et al., 2018). Some fashion consumers also view cloth rental negatively because of ownership issues. Unlike bought clothes, rented ones make the consumers ensure that they are in good condition and also returned based on the agreed time, which makes clothing ‘ownership” to be collective instead of individual experience.