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experience by allowing customers to virtually try on clothes, bridging the gap between the digital and physical retail spaces.
These technological innovations not only enhance customer satisfaction but also help to mitigate challenges like high return
rates by enabling consumers to make more informed decisions. As technologies continue to evolve, platforms that effectively
employ these tools will likely see significant competitive advantages in the marketplace.
As consumer attitudes continue to shift, the stigma associated with renting clothing is diminishing, particularly among younger
generations who prioritize experiences over ownership. This cultural transformation is leading to a greater acceptance of
renting as a viable alternative to traditional purchasing. Online clothes renting platforms are likely to capitalize on this trend by
adopting innovative marketing strategies that emphasize the benefits of convenience, affordability, and variety. Moreover, the
emergence of subscription-based models could further broaden the appeal of these services, offering consumers curated
selections of clothing on a regular basis. Such models not only enhance user engagement but also promote a sense of novelty
and excitement around fashion consumption.

Fig: Pie chart showing global clothing rental market
Despite the optimistic outlook, several challenges remain [4] Henninger, C., & Henn, S. (2021). Sharing fashion: A
that online clothes renting platforms must address to ensure review of peer-to-peer fashion rental platforms and
sustainable growth. Logistical complexities surrounding their potential for sustainability. Journal of Cleaner
inventory management, timely deliveries, and garment Production, 294, 126347.
maintenance are critical aspects that require innovative [5] Jain, A., & Kumar, V. (2022). Consumer attitudes and
solutions and operational efficiency. Additionally, building adoption of sustainable fashion: A review. Journal of
consumer trust and ensuring transparency in ownership and Cleaner Production, 357, 132269. [Available online:
cleaning processes are vital for mitigating concerns about https://doi.org/10.1016/j.jclepro.2022.132269]
hygiene and quality. Finally, creating a competitive pricing
strategy that balances affordability with profitability will [6] Khitous, M., & Henn, S. (2022). The environmental and
also be essential in capturing and retaining a loyal consumer social impacts of clothing rental services: A life cycle
base. By effectively navigating these challenges while assessment. Journal of Cleaner Production, 372,
prioritizing user experience, stakeholders can position their 133083.
platforms as leaders in the evolving landscape of sustainable [7]
fashion consumption, shaping the future of the industry for Lang, C., & Bartsch, M. (2019). Sustainable
years to come. consumption: An introduction. Routledge.
[8] Monticelli, M., & Costamagna, E. (2022). Circular
REFERENCES
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