Page 547 - Emerging Trends and Innovations in Web-Based Applications and Technologies

International Journal of Trend in Scientific Research and Development (IJTSRD)
Special Issue on Emerging Trends and Innovations in Web-Based Applications and Technologies
Available Online: www.ijtsrd.com e-ISSN: 2456 – 6470

Revolutionizing Local Fashion: The Impact of
WearItRent on Clothing Rental and Consumer Behavior

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Girishkumar B. Mouje , Kartik D. Thakre , Poonam Kale , Prof. Anupam Chaube
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1,2,3,4 Department of Science and Technology,
1,2,3 G H Raisoni Institute of Engineering and Technology, Nagpur, Maharashtra, India
4 G H Raisoni College of Engineering and Management, Nagpur, Maharashtra, India

ABSTRACT owning trendy apparel, and concerns about sustainability.
The clothing rental marketplace WearItRent represents a On the other hand, local boutiques struggle with limited
transformative approach to local fashion consumption, reach, inventory turnover, and competition from large
challenging traditional retail models. This study examines retailers and e-commerce giants. These issues highlight the
how the platform influences consumer behavior, local need for a platform that connects the two groups, creating a
clothing shops' strategies, and sustainable fashion practices. mutually beneficial ecosystem.
Through mixed-method research, the investigation explores
the platform's impact on clothing accessibility, economic WearItRent aims to address these challenges by offering an
innovative online clothing rental service that bridges the gap
dynamics of local retailers, and shifting consumer attitudes
toward temporary clothing ownership. Preliminary findings between local shops and consumers. By providing a user-
suggest WearItRent facilitates increased fashion diversity, friendly platform, WearItRent not only empowers small
businesses to expand their market but also gives consumers
reduces individual clothing consumption, and creates novel
revenue streams for local shops. The research contributes access to diverse, affordable, and sustainable wardrobe
options.
insights into the evolving intersection of digital platforms,
sustainable fashion, and local retail ecosystems. The objectives of this research are multifaceted. It seeks to
understand consumer behavior in the context of clothing
The study employs a mixed-methodological approach,
integrating quantitative survey data, in-depth qualitative rentals, evaluate the platform's impact on local businesses,
and analyze its contributions to environmental and social
interviews, and economic impact analysis to examine sustainability. Through these objectives, the study aims to
WearItRent's influence across three critical domains:
consumer accessibility, local retail dynamics, and provide actionable insights for developing a scalable,
environmental sustainability. By analyzing consumer impactful platform.
motivations, behavioral shifts, and economic implications, 2. Related Work
the research provides nuanced insights into how digital Sharing Economy
rental platforms are reshaping traditional clothing The sharing economy has revolutionized industries by
consumption models. enabling resource sharing and reducing waste. Platforms like

Airbnb and Uber exemplify its success, offering convenience,
affordability, and sustainability. Research highlights the
1. INTRODUCTION
The fashion industry is at a crossroads, facing mounting transformative impact of these platforms on consumer
criticism for its environmental impact, overproduction, and behavior, economic models, and resource utilization.
the rise of fast fashion. These challenges, coupled with the However, the application of these principles to the fashion
growing consumerism of modern society, have driven the industry remains underexplored.
need for innovative solutions to make fashion more Circular Fashion
sustainable. In this context, the sharing economy has Circular fashion models, including rental, repair, and resale,
emerged as a powerful paradigm, reshaping traditional are gaining traction as alternatives to the linear consumption
business models and encouraging resource efficiency. model. Studies reveal that these models reduce textile waste,
extend the lifecycle of clothing, and lower environmental
The sharing economy, characterized by collaborative
consumption and resource optimization, has demonstrated impact. However, the scalability of such initiatives and their
significant potential in industries like transportation, integration with local businesses require further
hospitality, and now, fashion. By enabling the temporary use investigation.
of goods, it fosters sustainability and economic accessibility, E-commerce and Fashion
providing consumers with alternatives to ownership. This Based on end-user, the market is segmented into men,
shift aligns perfectly with the rising awareness of women, and kids. The women segment accounted for the
environmental responsibility among modern consumers. leading market share of more than 59.13% in 2021 and is
expected to witness significant growth in the near future.
Despite the promise of the sharing economy, both consumers
Constantly changing fashion trends are anticipated to propel
and local clothing businesses face persistent challenges.
the segment growth.
Consumers grapple with wardrobe fatigue, the high cost of

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