Page 548 - Emerging Trends and Innovations in Web-Based Applications and Technologies

International Journal of Trend in Scientific Research and Development (IJTSRD) @ www.ijtsrd.com eISSN: 2456-6470

The e-commerce boom has reshaped the fashion industry, enabling consumers to access diverse options conveniently. Online
platforms influence consumer behavior by offering personalized recommendations, discounts, and streamlined purchasing
processes. While these platforms have democratized access to fashion, they often sideline small, local businesses.
Local Business Support
retail by creating a digital platform that transforms clothing rental economics. The initiative supports local shops by generating
additional revenue streams, optimizing inventory utilization, and expanding customer reach through technology-enabled rental
marketplace. By integrating digital inventory management, comprehensive insurance protocols, and circular economy
principles, the platform offers local businesses an innovative solution to increase profitability, reduce waste, and adapt to
evolving consumer preferences. Projected financial outcomes indicate potential revenue increases of 22-38%, with enhanced
customer retention and operational cost reductions, positioning local clothing retailers for sustainable growth in a dynamic
market ecosystem.
Supporting local businesses is critical for community development and economic sustainability. Initiatives like community-
supported agriculture and local marketplaces have shown promise in enhancing local economies. However, the integration of
local clothing businesses into digital ecosystems remains a challenge, necessitating innovative solutions like WearItRent.
Consumer Behavior
The clothing rental platform represents a transformative shift in fashion consumption patterns. The service attracts primarily
25-45 year old consumers motivated by sustainability, cost-effectiveness, and fashion experimentation. Consumers
demonstrate a strong preference for rental over ownership, averaging 2-3 monthly rentals with a 47% repeat engagement rate.
Psychological drivers include reduced ownership commitment, environmental consciousness, and desire for fashion variety.
Key barriers involve initial trust, sizing uncertainties, and hygiene perceptions. Platform recommendations, peer reviews, and
visual styling suggestions significantly influence rental decisions, with consumers valuing flexibility in formal wear and
designer collections. The rental model represents a strategic response to evolving consumer preferences, emphasizing
experience over possession and sustainability over traditional purchasing paradigms.

Consumer behavior in the fashion industry is influenced by factors such as price sensitivity, sustainability concerns, and
preferences for convenience. Research indicates a growing shift toward sustainable consumption, with consumers seeking
alternatives like rental and resale. Understanding these behaviors is essential for designing effective platforms.
Technology and Sustainability
Technology plays a pivotal role in promoting sustainability. Data analytics, blockchain, and artificial intelligence have been used
to enhance resource management, traceability, and efficiency in various sectors. Leveraging these technologies for an online
clothing rental platform can drive transparency and accountability, addressing consumer trust issues.

IJTSRD | Special Issue on Emerging Trends and Innovations in Web-Based Applications and Technologies Page 538