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The attitude of young German consumers towards rental fashion platforms: a qualitative study
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The sharing economy is a socio-economic system that we encounter in many areas of today’s everyday life. It is supposed to allocate resources more efficiently through sharing instead of owning. Within the German fashion industry, the sharing economy is a relatively new concept that has not yet gained great popularity. This qualitative research aims to explore young German consumer perspectives of rental fashion platforms by studying their perceived benefits, potential barriers as well as their preferred clothing categories to rent from. The research question is addressed by 24 in-depth semi-structured interviews with young female and male German consumers. The findings indicate that consumers value renting clothes for occasions, to change up their wardrobe frequently, out of sustainability aspects and because of efficiency and convenience reasons. However, there remains a high entry barrier through a lack of awareness and information, as well as price and high demand issues. The results give future studies a base for deeper quantitative research and managers helpful insights for implementing successful marketing strategies.
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Qualitative research Sharing economy Consumer perceptions Rental fashion pPlatforms Alternative fashion consumption