Sendelbach, Svenja (2021) Rental Fashion: Creation of New Opportunities for Sustainable Fashion Consumption by Integrating Consumers into the Business Strategy. Master thesis, Sustainable Entrepreneurship (SE).
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Abstract
Rental fashion has emerged as a new business model that offers fashion consumers to satisfy their demand for new trends and quickly changing wardrobes while considering aspects of sustainability. This study aims at finding out how new opportunities for sustainable fashion consumption can be created by integrating consumers into the business strategy through the service of fashion rental. Based on existing literature discussing the consumer’s role in sustainable fashion as well as the circular economy and collaborative consumption, opportunities how sustainable consumption can be facilitated are identified. A cross-sectional research design, using semi-structured interviews, was chosen in order to explore the context of rental fashion businesses to answer the proposed research question. The results indicate that by integrating consumers into the business strategy, rental fashion is able to use market barriers of the linear fashion system as advantage to satisfy the consumer’s demand for novelty and variety in their wardrobe while considering sustainability in their consumption behavior.
| Item Type: | Thesis (Master) |
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| Name supervisor: | Folmer, E.C. and Polen, J. van |
| Date Deposited: | 16 Sep 2021 08:23 |
| Last Modified: | 16 Sep 2021 08:23 |
| URI: | https://campus-fryslan.studenttheses.ub.rug.nl/id/eprint/49 |
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