Business Models for Sustainable Fashion Rental

This research aims to determine the business models for fashion rental that can provide sustainable fashion products. It addresses the perceptions of customers and the industry in terms of fashion rental and explores strategies for making fashion rental sustainable and profitable. The study focuses on the challenges of sustainability, purchasing behavior, and fashion rental. The research methodology includes a literature review, data collection from customers and industry experts, and analysis of survey results and interviews.

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Abstract
In the research, the ultimate aim is to determine the business models for fashion rental that can
provide sustainable fashion product. In doing so, the objectives aim towards addressing the
perceptions of the customers and the industry in terms of fashion rental product that helps in
developing business models those are suitable. The study is important because the completing
the research will help in discovering models those can make fashion rental sustainable as well
as profitable business. Reports indicate that global online clothing rental market is growing
continuously and is expected to to grow from $1.01 billion in 2017 to $1.85 billion in 2023. As
known, the women are more concerned about fashion and hence the female sector is highly
profitable in the fashion renting business mainly for the luxury brands and fashion markets.
Though the renting idea is growing and popularizing, the idea of fashion renting is less popular
and less developed. This is because an individual wants to buy trendy clothes with the intention
of owning them rather than using someone else’s cloth. However, making fashion rental
sustainable and profitable at the same time is not easy and comes with own set of challenges.
The challenges or issues identified for making fashion rental sustainable and profitable are
sustainability, fashion rental and purchasing behavior in relation to sustainability. The
challenges can be detrimental for the fashion rentals and needs to be overcome accordingly.
The suitable for overcoming the identified challenges are educating the people, repairing the
wears, buying secondhand, swapping clothes and buying ethical.

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Table of Contents
Introduction.................................................................................................................................. 5
Aim of the study....................................................................................................................... 5
Objectives of the study............................................................................................................. 5
Rationale of the study.............................................................................................................. 5
Main stakeholders of the study and the reasons......................................................................5
Literature review.......................................................................................................................... 7
Key issue 1: Sustainability........................................................................................................... 7
Critical thinking......................................................................................................................... 7
Critical analysis........................................................................................................................ 7
Evaluation/interpretation...........................................................................................................8
Key issue 2: Purchasing behavior in relation to sustainability......................................................8
Critical thinking......................................................................................................................... 8
Critical analysis........................................................................................................................ 8
Evaluation/interpretation...........................................................................................................9
Key issue 3: Fashion rental..........................................................................................................9
Critical thinking......................................................................................................................... 9
Critical analysis...................................................................................................................... 10
Evaluation/interpretation.........................................................................................................10
Research methodology.............................................................................................................. 11

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Research methods................................................................................................................. 11
Data collection methods and samples....................................................................................11
Data analysis techniques.......................................................................................................12
Research limitations............................................................................................................... 13
Research results........................................................................................................................ 13
Overview................................................................................................................................ 13
Survey results........................................................................................................................ 14
Focus Group Interview........................................................................................................... 33
Industry interview................................................................................................................... 36
Summary................................................................................................................................ 38
Conclusion................................................................................................................................. 38
Recommendations..................................................................................................................... 40
References................................................................................................................................ 42
Appendices................................................................................................................................ 47
9.1 Appendix 1 – Survey questions........................................................................................47
9.2 Appendix 2 - Focus Group Interview................................................................................51
9.3 Appendix 3 - Industry interview........................................................................................52

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List of Figures
Figure 1: Knowing about the term “Sustainable Fashion”..........................................................14
Figure 2: Sustainable fashion products consist of products those are manufactured, marketed
and used in the most sustainable manner possible...................................................................15
Figure 3: Business model as a part of sustainable fashion........................................................17
Figure 4: Opinion of the customers about “buying sustainable clothing means caring about the
environmental impacts of fashion industry.................................................................................18
Figure 6: Priorities when buying clothes....................................................................................21
Figure 7: Place to shop for the customers.................................................................................22
Figure 8: Opinion of the customers on whether they have bought sustainable fashion item......24
Figure 9: Opinion of the customers about their purchasing intention if sustainable cloth is more
costly than normal...................................................................................................................... 25
Figure 10: Opinion of the customers whether renting clothes is a sustainable choice................27
Figure 11: Opinion of the customers about renting clothes before.............................................28
Figure 12: Opinion of the customers regarding renting clothes rather than purchasing them.....29
Figure 13: Opinion of the customers about renting clothes........................................................31
Figure 14: Age of the customers................................................................................................32
Figure 15: Gender of the customers..........................................................................................33

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Introduction
Aim of the study
The aim of this study is to shed light on the business models for fashion rental those are
able to provide and ensure sustainable fashion product.
Objectives of the study
The objectives of the study are:
 To identify consumer and industry perceptions in relation to fashion rental product
 To analyze consumer and industry perceptions in relation to fashion rental product
 To evaluate consumer and industry perceptions in relation to fashion rental product and
develop appropriate business models
Rationale of the study
The research is significant because this will allow discovering business models that can
make fashion rentals sustainable yet profitable business practice. This is because it has been
seen that fast fashion is ruling the fashion industry thereby, making it difficult for fashion rentals
to compete with other fashion businesses (McNeill and Moore 2015).
Main stakeholders of the study and the reasons
The main stakeholders of the study are industry, consumers and focus groups. Under
industry, the stakeholders are managers from tow fashion companies with minimum one year
experience can be both male and female and need to hold a bachelor degree in fashion. These
are the selected stakeholders because they are experts in the field with practical experience
and minimum bachelor degree is needed because that is the industry requirement. The
consumers are another stakeholder can be both male and female belonging to age group 13-24
years and purchase cheap and trendy clothes at regular interval. The consumers are selected

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as stakeholders because they prefer sales and discounted products that signify their love for
cheaper products and shopping for trends.

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Literature review
Key issue 1: Sustainability
Critical thinking
This literature by Harris, Roby and Dibb (2016) informs that customers have minimal or
less awareness about the sustainability impact of clothing that is a serious concern that is
harming the environment continuously because clothing is such as thing that never goes out of
demand. This literature is important to consider because this helps in shedding light on the
sustainability challenge clothing industry and brands impose on the environment. The
information shared in this study will contribute largely towards fulfilling the aim of the current
study and the objectives.
Critical analysis
In the literature by Harris, Roby and Dibb (2016) it is mentioned that it is in the hand of
the consumers to enhance sustainability of clothing by getting them involved in purchasing
behavior that is more sustainable. Purchasing behavior of clothing of the consumers is
considered as a basic human behavior according to the study and is encountered across
different age groups and genders. Purchasing clothing a way of self-expression according to the
study and have become an essential social tool. The study also mentions that technological
change have ignited fast fashion that is followed by series of consequences such as rapid
change of styles, decreased shelf-life of the clothing and regular purchases. The research also
highlights the limitation by pointing out the scarcity of research is respect to sustainable clothing
consumption. Additionally, from the research it can be known that the consumers itself act as
internal barriers because of lack of knowledge about sustainable clothing.

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Evaluation/interpretation
From the research, it can be concluded that sustainable clothing is still a new thing
among the consumers. Moreover, even if the customers are aware, while making a purchase
considering sustainability is hardly noticed. Hence, the ignorance is affecting clothing
sustainability that needs to be restricted. If the issue of clothing sustainability needs to be
overcome, then the brands themselves need to take initiatives in empowering the consumers
about the negative impact of it and the significance of adopting clothing sustainability.
Key issue 2: Purchasing behavior in relation to sustainability
Critical thinking
In the study by Shen (2014) the purchasing behavior of the consumers in relation to
sustainability has been studied by referring to the famous clothing brand in the UK, H & M. In
the research, the significance of sustainability for the fashion business is introduced. It is
introduced by indicating the increased awareness of the environment among the individuals.
This research is appropriate for the current study because it helps in answering the research
questions and the objectives in respect to the topic.
Critical analysis
The views of different authors have been mentioned in this research. From the
information provided, it can be known that the consumption of global textile industry is more
than 30 million tons each year that causes serious social and environmental impact thereby,
indicating that sustainability issue is crucial for fashion industry. From the research, we can
come to know that big brands such as Adidas, Benetton and H & M develop their clothes
unsustainably. Authors in the research have spoken about that purchasing behavior of the
consumers in relation to sustainability is an issue because when it comes to clothing and the
preferred brand of the consumers, sustainability fails to mark a presence. If the consumer likes

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a product of a brand, they end up purchasing it even if they come to know that it is not
sustainable. For instance, consumers pay whopping amount for purchasing handbags and belts
of high end brands in spite of knowing that it is made after sacrificing animals that questions the
sustainability.
Evaluation/interpretation
Hence, the research concludes that though the concern of the consumers about
environmental pollution is increasing, the influence of sustainability when it comes to purchasing
intention is questioned. The case study of H & M is taken as a recommendation that can be
used by other fashion brands for developing sustainable supply chain and saving the
environment. The higher management of the brand is aiming to remove the tag of being
unsustainable brand and coming up with necessary techniques those can help in mitigating the
issue influencing purchasing decision when it comes to fashion sustainability.
Key issue 3: Fashion rental
Critical thinking
In the research by Sugih and Soekarno (2015), the issue of fashion rental for Indonesian
biggest fashion retailer is highlighted. From the research, it can be known that the fashion
industry is a dynamic business that is subjected to uncertainty because of the constantly
changing needs and demands of the consumers in terms of style and trend. The fashion retail
sector of Indonesia is increasing in a paid pace as the rise of middle class people are increasing
as well. This research is significant for the current study because it will support in achieving the
aim of the study and the objectives of the study.

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Critical analysis
Different authors have shared distinctive views and opinions about fashion rental being
an issue because consumers do not prefer to use second hand clothes. According to the
information of the research by Sugih and Soekarno (2015) fashion rental is an issue when it
comes to fashion sustainability because it is hardly practiced and preferred by the consumers.
This is because consumers think that if they are paying the amount, they they should own it
rather than paying and using the fashion clothing of someone else. Using second had clothing is
psychologically unpleasant for the consumers because the society and the reference group
thinks it to be a bad idea when it comes to fashion clothing.
Evaluation/interpretation
Hence, the research by Sugih and Soekarno (2015) concludes that consistently rising
demand of the consumers have made the fashion industry in high demand that is leaving severe
and negative consequences on the environment. Though good, the concept of fashion rental is
still a taboo for the consumers and is considered to be used by individual who cannot afford
branded and fashionable clothing. In order to keep up with the increasing demand of the
consumers, the fashion industry in maximizing the production and manufacturing that is
questioning fashion sustainability. However, the concept of fashion rental is gaining recognition
slowly and is estimated to be adopted and practiced globally.

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Research methodology
Research methods
For undertaking this research, positivism philosophy has been used. Using positivism
philosophy is facilitated and preferred because facts and logic about fast fashion can be used in
order to determine whether it can be developed as a sustainable and profitable business. As a
result, the opinion and perspective of customers of fast fashion and experts such as managers
with minimum 1 year of practical experience can be considered for making quantifiable
observations. Hence, the relevant information facilitates in-depth analysis and supporting the
findings using scientific and statistical evidence. Positivism philosophy is suitable for this
research because the aim of the research that is the business models for fashion rental can be
determined for making it a sustainable fashion product (Kumar 2019).
On the other hand, descriptive design has also been used for this research that is
suitable. This is because descriptive design helps in studying the cause and effect relationship
between the variables by studying the existing issues. As the research aim towards studying the
business models for fashion rental, descriptive design facilitates identifying the issues that exists
between the consumer and industry perceptions in respect to fashion rental products. Hence,
identifying the issue help in suggesting the best practices to overcome the issues and make fast
fashion sustainable and profitable (Mackey and Gass 2015).
Data collection methods and samples
Both primary and secondary data collection methods have been used for this study.
Secondary data collection method is used for gathering relevant and adequate knowledge from
peer-reviewed journals, books and articles about fast fashion and sustainability. The secondary
data collected helped in developing and structuring the literature review section of the research.

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On the other hand, primary data in this research has been collected using both qualitative and
quantitative method. The customers are surveyed using online surveys who are attracted
towards purchasing cheap yet trendy clothes at regular interval. The online survey is collected
using Qualtrics. Qualtrics is an advanced web based application for building,
distributing and analyzing surveys. Hence, qualtrics is used for collecting the
quantitative responses from the participants (Flick 2015).
Another primary data collection method used for this research is interview
where two managers of fashion based companies is interviewed either by face-to-
face interview or online platform like Skype. The interviews help in gathering
adequate knowledge about manufacturing and selling practices of fast fashion
companies. 2 managers are interviewed with minimum 1 year of experience and
holding a bachelor degree followed by a group of 8 people to form the focus group
on the same requirements of the consumers and 80 survey respondents belonging
to age group 13-24 years who like to buy cheap yet trendy clothes at regular
interval (Bresler and Stake 2017).
Data analysis techniques
For this research, both qualitative and quantitative data analysis techniques have been
used. Qualitative data and quantitative data analysis technique has both been used because
both interview and survey research strategies have been used. With quantitative data analysis
technique, the survey responses of the 80 students belonging to age group 18-24 years can be
determined. The opinions and views of the students can be transferred into numbers and then
interpreted accordingly. Qualitative data analysis technique is used for interpreting the views
and opinions of the 2 managers with 1 year of practical experience and having a bachelor
degree. This gives better and deeper in-sight about the aim of the research that helps in

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determining the business models suitable for fast fashion and fashion rentals that can make it a
sustainable yet profitable business venture (Alvesson and Skoldberg 2017).
Research limitations
Undertaking this research gave rise some limitations regardless of developing a well-
planned research. One of the limitations that emerged while undertaking this research is
accessing secondary data. This is because not all relevant secondary data were accessible to
the researcher that impacted the overall scope of the research. However, research limitation
also emerged in terms of primary data collection as well. Research limitation in case of primary
data is the biased opinions and views of the respondents that harm the image of the brand in
case of negative views. The sample size can also act as a limitation because the researcher
have selected only student as samples. Time can also act as a constraint for this research
because limited time might limit the amount of interviews and the planning time can also be
compromised. In spite of the time constraint, the research has to be undertaken within given
time with due considerations (Fletcher 2017).
Research results
Overview
This section is developed with the aim of analyzing the data collected from the samples
selected. This chapter analyzes the survey responses of the customers about fashion rental and
how to make it sustainable yet profitable business. The views and opinions of 80 respondents or
customers have been presented in the form of pie charts and graphs that indicate the views and
opinions of the customers about fashion rentals. The figures and graphs are interpreted
accordingly and also supported and counter argued where necessary. This helps in achieving
the aim and objectives of the research so that it can be understood how fashion rentals can be
made a sustainable yet profitable business.

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Survey results
Objective 1: To identify consumer and industry perceptions in relation to fashion rental
product
Figure 1: Knowing about the term “Sustainable Fashion”
From the above pie chart, it can be seen that 57.50% of the customers are well-aware of
the term sustainable fashion whereas 42.50% of the customers do not have an idea about
sustainable fashion. From the opinion gathered from the customers, it can be inferred that
sustainable fashion gaining popularity recently with around the world. The group of customers
aware about sustainable fashion knows that it is a movement and process of facilitating change
to fashion products and the fashion system towards the social justice and higher ecological
integrity. Hence, it can be said that sustainable fashion is concerned towards identifying the
fashion textiles or products. Sustainable fashion consists of identifying the entire system of
fashion. Sustainable fashion is gaining recognition because it has own set of benefits and perks
that is offered to the customers (McNeill and Moore 2015).

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However, some percentage of people is not aware of the term sustainable fashion
because it is yet to be imbibed within the customers. The increased concern about environment
has given rise to the phenomenon of sustainable fashion. The environment is compromised is
several ways and fashion is adding to it. Hence, to minimize the detrimental impact on the
environment, sustainable fashion has started making round. However, there is no such thing
such as 100% sustainable. The term sustainable is not aware among the customers because
they are mainly focused on buying clothes those are trending. Individuals hardly think about the
environment when it comes to buying trendy and stylish clothes. All they are concerned about is
getting the new look and following the recent trend. Hence, when shopping comes to mind,
environment fades away. This is the reason sustainable fashion is not known to majority of the
customers (Henninger, Alevizou and Oates 2016).
Figure 2: Sustainable fashion products consist of products those are manufactured,
marketed and used in the most sustainable manner possible
The above pie chart indicates the customers to complete the sentence about sustainable
fashion. From the above pie chart, it can be seen that almost 95% of the customers believe that
sustainable fashion is the way fashion clothing is manufactured, marketed and used in the most
sustainable manner possible by taking into account both environmental and socio economic

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aspects. However, 5% of the customers beg to differ and feels that sustainable fashion is the
way fashion clothing is manufactured and marketed to meet the current trend demand of the
customers. The word sustainable indicates environmentally friendly and beneficial. As known
from previous information, fashion can be harmful as well as detrimental for the environment
and several brands do consider the hazards caused to the environment when it comes to
fashion. They fashion brands and organizations are more concerned about meeting the
expectations and needs of the customers in respect to current fashion trends (Lundblad and
Davies 2016).
Very less fashion brands are there those are concerned about the environment when it
comes to business. Though social responsibility towards the environment is a core agenda for
business organizations across all sectors, when it comes to business, fashion brands tend to
forget that in order to satisfy the customers in terms of style and trend. There have been
instances where animals have been harmed for the sake of style and trend. This is a great loss
to the habitat and the environment when fashion brands sacrifice the lives of animals for
meeting the customer needs and demands and competing with the competitors. However, it can
be said that customers are there who is aware of the concept of sustainable products and have
completed the sentence appropriately (Bly, Gwozdz and Reisch 2015).

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Figure 3: Business model as a part of sustainable fashion
The above graph aims towards selecting the business model that is a part of sustainable
fashion. The customers are asked this question with four options to choose from that includes
second had or vintage, rental, custom made and fast fashion. Out of the four options, 45.05% of
the customers feel that the business model that is a part of sustainable fashion is second hand
or vintage followed by 23.42% of the customers who feel rental is the business model for
sustainable fashion, 21.62% of the customers feel the business model for sustainable fashion is
custom made and only 9.9% of the customers feel that fast fashion is the most suitable
business model for sustainable fashion (Todeschini et al. 2017).
If the views of the respondents or the customers are to be believed, second hand or
vintage is the business model that customers feel is a part of the sustainable fashion. This is
because with second hand or vintage fashion, the customers are not buying new clothes. In this
case, customers are buying clothes from another individual for fulfilling the fashion need and
requirement. If the majority of the world population practices this, the production of new fashion
clothes will be limited. The customer needs to be trendy and stylish can be fulfilled by

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purchasing clothes from individuals who are not wearing them anymore and are not ready to
use again. However, according to the customers rental is also a business model he customers
think is appropriate for sustainable fashion because in this case also the products of new
clothes is limited. This is because individuals prefer to rent the clothes that they need from
individuals or brands having them rather than buying them. As a result of renting, the customer
return the cloth back once the purpose is served and hence, can be used by another individual.
Production is limited because as the product is not sold; the stock remains the same thereby,
making fashion sustainable (Pedersen, Gwozdz and Hvass 2018).
Figure 4: Opinion of the customers about “buying sustainable clothing means caring
about the environmental impacts of fashion industry
The above survey question has been asked to the customers with the purpose of
knowing whether they agree that buying sustainable clothing means caring about the
environmental impacts of fashion industry. From the above pie chart, it can be inferred that
57.50% of the customers agrees that buying sustainable clothing means caring about the
environmental impacts of the fashion industry followed by 28.75% of the customers those

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strongly agrees with the benefits of buying sustainable clothing. However, 13.75% of the
customers have a mixed view about buying sustainable clothing because those customers
neither agree nor disagree that buying sustainable clothing means caring about the
environmental impact of the fashion industry. From the survey results, it can be seen that none
of the customers disagree that buying sustainable clothing means caring about the
environmental impacts of fashion industry. This signifies that purchasing sustainable clothing is
less harmful and detrimental for the environment comparatively (Pedersen and Andersen 2015).
Majority of the customer believe that buying sustainable clothing means caring about the
environmental impacts of fashion industry because they believe the fashion clothing they are
purchasing have caused harm to the environment and will not cause any harm to the
environment either. This is because according to the customers, sustainable fashion means
products those are manufactured, marketed and used in the most sustainable manner possible.
This is because less and limited raw materials are used for producing new clothing for which
animals are harmed, waste is created and more detergents are used for washing the clothes
those have harmful effect on the environment. Hence, buying sustainable clothing tend to
reduce these detrimental impact on the environment and serves the purpose of the customers
as well as protecting the environment (Kong et al. 2016).

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Figure 5: Opinion of the customers of whether they care about how clothes are
produced
The above survey question has been asked to the customers with the intention of
knowing where they care about how clothes are produced. From the above pie chart, it can be
inferred that 60% of the customers care about how clothes are produced whereas the remaining
40% of the customers do not care about how clothes are produced. The 60% of the customers
who care about how clothes are products signifies their concern about the environment. While
purchasing clothing, such customers tend to consider the environment impact the cloth have
and often decides not to purchase such clothing that can be harmful towards the environment
they live in. However, the concern is the remaining the 40% of the customers who are not
concerned about how the clothes are produced. Such customers are more inclined towards
following fashion, trends and style and neglect the environmental impact completely. For
instance, there are customers those pay whooping amounts for purchasing clothing made of
animal sacrifices. Sacrificing animals for the style and trends s brutal and disturbs the
ecosystem significantly (Song and Ko 2017).
However, not knowing about how clothes are produced also indicate that people are not
aware about the detrimental effect fashion can have on the environment. They are more
concerned about being fashionable and stylish by following the recent trend rather than giving a
thought what have been sacrificed while producing the fashion clothing. This is a matter of
concern because being ignorant is highly threatening than being less or not concerned at all.

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However, from the customers surveyed, it is beneficial to know that the majority of them are
concerned and care about how the clothes they possess, buy and wear are produced (Ozdamar
Ertekin and Atik 2015).
Objective 2: To analyze consumer and industry perceptions in relation to fashion rental
product
Figure 6: Priorities when buying clothes
The above survey question was asked to the customers with the purpose of knowing the
principle priorities for the customers while purchasing clothes. The five parameters given to the
customers for measuring priority were price, comfort, fashionablity, quality and sustainability.
From the above graph, it can be seen that for 11% of the customers price is the priority, 15% of
the customers consider comfort their priority when buying clothes, 31% of the customers
consider fashionablity as the priority followed by 23% of the customers whose priority is quality
when buying clothes and only 20% customers feel that sustainability is the priority. Hence, it can
be inferred that being fashionable is the main priority for the customers when it comes to buying
clothing. Individuals are ready to pay hefty amounts in order to be trendy and stylish and do not
even give second thought for the price and comfort of the clothing they purchase. The
individuals are ready to adjust and compromise with their comfort when it comes to style that
even given rise to severe consequences and malfunction (Chowdhury and Akter 2018).
However, as the customers are ready to pay huge amounts to buy the cloth, quality
matters to them because the money paid by the customers should be worth it. The individuals

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want the quality of the cloth to be superior because they tend to pay huge amount for buying it
and being called fashionable and trendy. Sustainability of the clothes is comparatively to have
less priority when buying clothes because that does not make them fashionable or trendy.
Buying clothes those are sustainable do not make the customers stylish because they are
produced and manufactured by considering the environment and without harming the
surrounding (Harris, Roby and Dibb 2016).
Figure 7: Place to shop for the customers
The above question has been asked to the customers with the purpose of knowing from
the customers the place they use for shopping. From the above pie chart, it can be inferred that
62.50% of the customers go for shopping to the department stores followed by 15% of the
customers going to other place such as online stores, fashion retailers, online shop, online,
online store, international brands and internet shopping. However, 10% of the customers’ o to
small independent shop for shopping, 8.75% of the customers uses high end shop and high
street and 3.75% of the customers go for shopping to second hand shopping (Eckert, He and
West 2015).

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The above pie chart indicates that majority of the customers use department store while
shopping because as the term indicates it is a large retail trading organization and has several
departments those are classified and organized accordingly. In a departmental store, the
departments are made as per different types of goods to be sold. The term and description of
departmental store itself signifies the reason for the customers to use and go to departmental
stores for shopping. This is because the customers are able to shop wide range of products at a
single place that saves them time and effort and is convenient for them. However, considering
the advantages offered by technology and internet, majority of the customers prefer to use
online and internet platform for shopping. This is because better advantages and benefits are
offered to the customers such as they can buy things without being physically present and
hence are spared from the hassle of standing in the queue, carrying the goods and parking the
care. Using the online platform allow the customers to shop at any point of time and get the
tings delivered on their door step. High end shop and High Street is not possible for all because
the price factor arises and not each individual have same financial stability. Moreover, second
hand shops are less preferred because individuals do not want to use the clothes that are
already being used because to them the quality of the product is compromised (Nikhashemi et
al. 2016).

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Figure 8: Opinion of the customers on whether they have bought sustainable fashion
item
` The above survey question is asked to the customers with the purpose of knowing
whether they have ever bought any product that is described as sustainable. From the above
pie chart, it can be seen that, 20% of the customers say that they have bought fashion items
those were described to be sustainable followed by 66.25% of the customers who are not sure
about whether the fashion item bought by them were sustainable or not. Almost 13.75% of the
customers do not feel that they fashion item bought by them have been described to be
sustainable. Fashion products are purchased by individuals at regular interval and individual use
those in their daily life. There are instances where customers buy a fashion item just because
they like it but not because that they need it. Behind the purchasing intention and decision of the
customers, they hardly give any thought of the product being sustainable or not (Razzaq et al.
2018).
Moreover, sustainability is the last thing that strikes the mind of the customers before
purchasing any fashion item. The customers do not even bother of knowing that the fashion

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items bought by them are sustainable or not. This reason is highlighted on the pie chart, as the
customers do not bother knowing whether the fashion items bought by tem are sustainable in
nature of not. However, some percentages of the customers are sure that the fashion items
purchased by them are sustainable indicating higher rate of concern about the environment.
This indicates that the fashion items bought by them are always sustainable so that the
surrounding environment is not harmed. However, some percentages of the customers say that
they have never bought a fashion item that was described as sustainable (Kearins, Tregidga
and Collins 2015).
Objective 3: To evaluate consumer and industry perceptions in relation to fashion rental
product and develop appropriate business models
Figure 9: Opinion of the customers about their purchasing intention if sustainable cloth
is more costly than normal
The above survey question have been asked to the customers with the purpose of
knowing whether they would buy sustainable clothing if it costs more than what they pay
normally by considering comfort, price and quality. The above pie chart indicates almost 56% of

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the customers are detractors and criticizes this option. However, 35% of the customers share a
passive opinion and view point about paying more than normal just for the sake of buying
sustainable product though the comfort, price and quality remains unchanged. On the contrary,
8.75% of the customers have been found to be a promoter and are readily willing to pay more
than normal for buying something that is sustainable and is beneficial for the surrounding
environment (Remy, Speelman and Swartz 2016).
Price has always been a determining factor when it comes to buying products and
paying more for the sake of the environment is less or not at all practiced or preferred among
the customers. This is because of the ignorance and reluctance that exists within the customers
about the environment. The customers are more concerned about being fashionable and stylish
but with minimum expense. As a result, fast fashion is gaining importance because it is cheap
and customers can buy trendy and stylish clothes at regular interval without burning a hole in
the pocket. As a result, majority of the customers are detractors and does not support spending
more for buying clothes those are sustainable. The customers prefer to pay less and buy
clothing that is not sustainable because they either do not know the damages fashion industry
can cause on the environment or do not care about the harm that is caused to the environment
(Han, Seo and Ko 2017).

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Figure 10: Opinion of the customers whether renting clothes is a sustainable choice
The above survey question has been asked to the customers with purpose of knowing
whether renting clothes is a sustainable choice or not. From the above pie chart, it can be seen
that 7.50% of the customers believe that renting cloth is a sustainable choice followed by
47.50% of the customers who agree that renting cloth is a sustainable choice and 40% of the
customers have a mixed opinion about renting clothes being sustainable or not. On the other
hand, 2.50% of the customers disagree and strongly disagrees respectively about renting
clothes not being sustainable (Armstrong et al. 2016).
According to the customers rental is also a business model where the customers think is
appropriate for sustainable fashion because in this case also the products of new clothes are
limited. This is because individuals prefer to rent the clothes that they need from individuals or
brands having them rather than buying them. As a result of renting, the customer return the
cloth back once the purpose is served and hence, can be used by another individual. Production
is limited because as the product is not sold; the stock remains the same thereby, making

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fashion sustainable. However, for some customers renting clothes may or may not be
sustainable because if the clothing is manufactured and produced that have already caused
harm to the environment, it does not matter whether it is being rented and not produced. This is
because at the very beginning the harm have already been caused to the environment that
cannot be replaced or revered in spite of being rented to others. Not manufacturing it or
manufacturing it is less quantity can minimize the harmful effect on the environment but cannot
be mitigated completely (McNeill and Venter 2019).
Figure 11: Opinion of the customers about renting clothes before
The above survey question has been asked with the purpose of knowing from the
customers whether they have rented clothes before or not. From the above pie chart, it can be
inferred that 56.25% of the customers have rented clothes before whereas 43.75% of the
customers have not rented any clothes before. The reason for renting clothes by some of the
customers and not renting clothes by some of the customers is no clear and unknown.
However, there can be varied reasons for the customers to rent clothes as well as for customers
for not renting clothes. Customers might not rent clothes because they want to keep the clothes
bought by them to themselves. The customers do not want others to use their style or

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fashionable clothes because it might become normal in the society and the gatherings. Hence,
the uniqueness of the styling will not be there any further and question of being stylish will arise
(Arrigo 2019).
Apart from this, individuals do not feel others should their clothes because they feel it
might get damaged. Fashion clothing hold a sentimental place for the individuals and getting
that damaged hurts the sentiment. Hence, some of the customers might not have rented clothes
before. However, on the other hand, some customers have rented clothes before because they
feel not everyone might have the ability to purchase fashion clothing and that if they have it they
can rent to others for use (Iran and Schrader 2017).
Figure 12: Opinion of the customers regarding renting clothes rather than purchasing
them
The above survey question has been asked to the customers with the purpose of
knowing whether the customers prefer to buy clothes or rent clothes. From the above pie chart,
it can be seen that 15% of the customers moderately would like to rent clothes rather than

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purchasing them followed by 27.50% of the customers who neither likely or unlikely to rent
clothes rather than purchasing them, 40% of the customers moderately unlikely to rent clothes
rather than buying them and 17.50% of the customers extremely unlikely to rent clothes rather
than purchasing them. From the pie chart, it can be seen that none of the customers have
extreme likeliness of renting clothes rather than purchasing them (Walsh, Schaarschmidt and
Ivens 2017).
This is because renting clothes is a comparatively new phenomenon that is making its
presence and customers are more likely to buy or purchase the fashion clothing that they like.
This is because the customers feel if they are spending money on the fashion clothing, they
should own it rather than spending money for renting someone else’s cloth and calling it as their
own when wore by them. On the other hand, it is moderately unlikely for the customers to rent
clothes than purchasing it because it makes the customers to compromise with their social
status and the risk of letting others coming to know about it. This is because renting cloth is not
seen to be a nice thing in a society as people think the individual do not have the ability to buy
clothes thereby, questioning the integrity deliberately (McKinney and Shin 2016).

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Figure 13: Opinion of the customers about renting clothes
This survey question has been asked to the customers with the purpose of knowing from
them what they think about renting clothes. From the above pie chart, it can be inferred that
42.11% of the customers think renting clothes is an alternative, followed by 20% of the
customers think renting clothes is a sustainable choice, 5.26% of the customers think renting
clothes is a future preference, 18.95% of the customers think purchasing clothes is a better
option than renting clothes and 13.68% of the customers are not interested at all about renting
clothes and do not put their mind into such things (Adam, Strahle and Freise 2018).
If the opinion of the majority of the customers is to be believed, then it can be said that
customers feel that renting clothes is an alternative of purchasing clothes. If an individual or a
customer does not have a fashion cloth that they intend to wear, they tend to ask it from
someone who does not have it. This is because the customer might not have the capability of
buying the fashion clothing and hence is using an alternative method of fulfilling the need of
wearing one by asking it from someone who has it. However, some percentage of the
customers feels it to be a sustainable choice because the need and requirement of raw
materials for producing and manufacturing new fashion clothing is minimal thereby causing less
or no harm to the environment (Fernandes et al. 2018).

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Figure 14: Age of the customers
The above survey question has been asked ti the customers with the intention of
knowing the age of the customers who took part in the survey. The range of options given to the
customers were under 18, 18-24 years, 25-34 years, 35-44 years, 45-54 years, 55-64 years, 65-
74 years, 75-84 years and 85 years and above. From the above pie chart, it can be seen that
almost 90% of the customers who took part in the survey belonged to age group 18-24 years
followed by 6.25% of the customers belonging to age group 25-34 years, 2.50% of the
customers belonging to age group under 18 and 1.25% of the customers belonging to age
group 55-64 years. Hence, it can be said that young adults are the ones who took part in the
survey and shared their views and opinions about renting fashion clothes rather than purchasing
them. This is because customers belonging to this age group are more fashion conscious and
want to keep them going with the recent trend and style across the world.

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Figure 15: Gender of the customers
The above survey has been asked to the customers with the purpose of knowing the
gender specification of the customers who took part in the survey. From the above bar graph, it
can be inferred that 66% of the customers who took part in the survey were female where only
34% of the customers who took part in the survey were male. This sums up the views and
opinions of the entire survey that has been gathered. Hence, it can be said that the data
gathered for the survey is based on the views and opinions of the female customers. This is
because females are more fashion cautious and need fashion clothing in their daily life.
Focus Group Interview
Probe Questions:
• How do you feel about fast fashion having a bad contribution to the
environment?
Focus group 1: “I feel bad thinking the negative consequences environment has to
encounter due to fast fashion but I feel helpless when it comes to be trendy and
stylish because without fast fashion it it difficult to cope up with the fashion
industry.”

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Focus group 2: “I had no idea that fast fashion has negative consequences on the
environment. But if it does, it is really very bad and I do not support this. But when I
think of style and trend, fast fashion is the only option I see.”
• How familiar are you with the term “sustainable clothing”?
Focus group 1: “To some extent, I am aware of the term sustainable clothing
because it has been making rounds recently and has read about it but sorry to say I
do not have in-depth knowledge.”
Focus group 2: “I came across fashion sustainability recently in my Facebook post
but I do not have much knowledge about it. But yes, I have heard about it only”
• How often do you purchase sustainable clothing?
Focus group 1: “I do not think I can answer that because I have never asked about
sustainability before purchasing.”
Focus group 2: “Hhhmmmm…I cannot say because I do not remember asking
about clothing sustainability ever prior any purchase.”
Follow-Up Questions:
• What are your favorite and least favorite aspects of buying fast fashion
products?
Focus group 1: “Favorite aspect is that is is quick and least favorite is that it
comes and goes away pretty fast.”
Focus group 2: “Favorite is that it allows me to be trendy at an affordable price
but on a negative note copy of original products.”

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• What influences you to buy clothes?
Focus group 1: “I buy clothes when I see something good and trendy.”
Focus group 2: “I like trying new things and buying trendy clothes and being
stylish is what influences me to buy clothes.”
• What do you think about fashion rental being a sustainable fashion
business?
Focus group 1: “I think it might be a sustainable fashion business because the
production will be lowered.”
Focus group 2: “Sorry, I have no idea about this so it is better I do not say
anything.”
• What is your preferred way of renting clothes?
Focus group 1: “I have not rented clothes much because I like clothes those are in
trend and that is cheap to buy.”
Focus group 2: “I cannot recall of renting clothes from a fashion brand except
asking from my friends.”
• What problem do you see with renting clothes?
Focus group 1: “I do not feel comfortable in wearing clothes that is already being
worn. I mean it needs to be different in some way or the other.”
Focus group 2: “It is not a problem but it’s just that I do not like it. I feel own the
cloth that I am wearing because fashion comes back and then I can re-use it.”
Exit Question:

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• Is there anything else you’d like to say about renting clothes in relation to
sustainability?
Focus group 1: “If it is gaining recognition, it must be of some benefit for the
environment and improve sustainability.”
Focus group 2: “I think it depends on individual choice and others might like it. It
must be having some benefit for the environment if it is making rounds.”
Industry interview
1. Do you believe that fast fashion is the biggest cause of fashion waste?
Expert 1: “Yes, I believe so. Fast fashion is gripping the fashion industry but the consequences
of it are dreadful that people are not aware of.”
Expert 2: “Indeed, fast fashion is the biggest cause of fashion waste and people are yet to
realize it. By the time people realize it, it will be too late.”
2. How can the fashion industry improve in sustainability? Is it by technological
advancement or supporting change on consumers’ behavior?
Expert 1: “If the market trend and consumers are to be believed, fashion industry sustainability
can be enhanced by supporting change on consumers’ behavior.”
Expert 2: “I believe, supporting the behavior of the consumers will help in enhancing the
sustainability of the fashion industry because technology is having negative impact that
consumers do not understand.”
3. What is your opinion on the importance of investing in the environmental aspect in the
fashion industry?

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Expert 1: “It is of utmost significance. For me, environment should be the top priority for
business organizations and industries and fashion industry is no different. We need to make the
place better where we stay.”
Expert 2: “I think as fashion industry is increasing with each passing day, the popularity of the
industry should be used in fulfilling the responsibility towards the environment and hence,
fashion organizations should invest on environmental aspect.”
4. Is there anything your company does to help improve the environment?
Expert 1: “Yes, we re-purchase clothing from our customers provided it is in reselling condition.
After re-purchasing, we work on it accordingly so that it can be sold to other customers.”
Expert 2: “Yes, we are concerned about the environment and from our part we encourage
consumers to rent clothes from us. We design unique one piece clothing that influences the
consumers in renting because they cannot find a second copy of it. I must say to some extent
we have been successful.”
5. Is there anything you want to see in the future of fashion in terms of sustainability?
Expert 1: “In terms of sustainability in the fashion industry, I want to see increased second hand
purchase because this will restrict the production and manufacturing of clothing largely.”
Expert 2: “For increasing sustainability in fashion industry, we want to see a change in the mind
set of the people in terms of their purchasing behavior.”
6. What do you think about the fashion rental business? Do you believe renting is better
in helping the environment than purchasing fashion products?

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Expert 1: “I think it is a good strategy to ensure environmental sustainability by the fashion
industry. Yes, indeed, it is better in helping the environment as the need of raw materials is
minimized largely.”
Expert 2: “To some extent yes because production is minimized that lowers the need of raw
materials significantly.”
7. As an expert in the fashion industry, will you consider fashion rental having a
promising future in the industry?
Expert 1: “Yes, I would definitely consider fashion rental having a promising future in the
industry.”
Expert 2: “Yes because people are becoming more aware of the environment and that will
influence consumers adopt fashion rental strategy.”
Summary
Hence, from this chapter, it can be known that sustainable fashion is a concern and not
many customers are aware of sustainable fashion and care about the impact fashion clothing
have o environment. According to the customers, second hand or vintage and rental are the
main business models those are appropriate for sustainable fashion because the stock remains
the same as the fashion clothing is reused by more than one customers time and again rather
than being possessed and used by only one customer for limited time. As the stock remains the
same, the environment is not affected for gathering new raw materials and yet the purpose of
the customers of being trendy and stylish is served successfully. The customers surveyed
believe that buying sustainable clothing signifies caring about the environmental impacts of the
fashion industry and also care about how the clothes they wear are produced thereby, taking
care of the environment simultaneously taking care of individual style, care and trend.

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Conclusion
Hence, from the previous chapters, it can be concluded that business models for fashion
rental has been determined that can provide sustainable fashion product. The literature review
that has been divided into three parts helps in gathering knowledge about the relationship
between sustainability and CSR in fast fashion. This section helps in understanding the impact
of the fashion wastes on the environment in respect to fast fashion generation of waste that is
one of the contributors of environmental degradation. From the second part of the literature
review helps in understanding the relationship between fast fashion and environmental issue
thereby, determining its impact on the environment. The last part of the literature review talks
about fashion rent business models that are influencing the prospect of fashion rental as a close
loop business model in the fashion industry.
Apart from the literature review, the survey results indicate that the majority of the
students are well aware of the term sustainable fashion and believe that sustainable fashion
consists of products those are manufactured, marketed and used in the most sustainable
method possible ensuring that the society and the environment is not affected negatively.
According to the survey, the respondents feel that the most suitable business model for
sustainable fashion is second hand or vintage because this helps in minimizing the negative
impacts on the environment. Even if it is the fashion industry, ensuring CSR while conducting
the business is necessary because environment and society needs to be the primary concern
along with maximizing profits and generate revenue.
From the survey responses, it can be further concluded that the consumers and the
industry perceptions that making profit should not be the only agenda for the business
organizations and it should be no different for fashion industry as well. Like other business
sectors, fashion sector comprises a large business sector and have the potential of contributing
towards the betterment of the society. The consumers, such as young people belonging to age

40MARKETING
group 13-24 are highly fashion conscious. Similarly individuals belonging to this age group are
concerned about the environment as well that influence them to contribute towards the
improvement. Hence, contributing towards the betterment of the environment and the society
through fast fashion is highly preferred and gaining popularity among the mass recently.
Environment has become a major concern and individuals preferring fast fashion belong
to an age group with higher concern about the environment. Hence, they are highly concerned
about how the clothes they are purchasing are produced so that it does not harm the society
and the environment. However, as clothing is mainly for fashion, the target customers do not
want to compromise with the fashion ability of the clothes they purchase. This is because this
allows them to be trendy and fashionable. However, other factors such as price, comfort, quality
and sustainability also matters when it comes to setting priorities while purchasing clothing and
supporting fast fashion. Hence, it can be concluded that fast fashion is gaining popularity among
the students and it needs to be turned into a sustainable yet profitable business.
Recommendations
From the above information, it can be inferred that the identified problems are
sustainability, purchasing behavior in respect to sustainability, buying ethical and fashion rental.
Based on the identified issues, the suitable recommendations are:
Educating the people
The target customers needs to be educated about how fashion and how it affects the
planet and the people. Hence, increased knowledge can contribute for overcoming the
consequences of fast fashion.
Repairing the wears

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Repairing the old ones for wearing them again Instead of buying new clothes each time
can improve the identified issue in respect to fast fashion. People should not discard a cloth for
a minor tear or a mission button. But people can reuse the clothes by taking cues from life
changing fashion hacks thereby, finding ways of altering them to prolong its life.
Buying secondhand
Buying second hand cloth will also help in making fashion sustainable thereby,
overcoming the issue. This is because buying second hand clothing is always better than buying
brand new clothes because it helps in recycling what is already out there.
Swapping clothes
In order to ensure sustainability for fashion, swapping clothes is also recommended.
Swapping clothes is a suitable alternative for making fashion sustainable because this provides
opportunity wear new and trendy clothes at regular interval when it comes wearing fashionable
clothing.
Buying ethical
Fashion can be made sustainable by buying clothes ethically. This signifies purchasing
clothes from sustainable brands whenever possible because this causes less or no harm to the
planet and the people.

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Appendices
9.1 Appendix 1 – Survey questions
Q1 - Have you heard the term "Sustainable Fashion"?
 Yes
 No
Q2 - Complete the following statement Sustainable fashion consist of products that are
 Manufactured, marketed and used in the most sustainable manner possible, taking into
account both environmental and socioeconomic aspects
 Manufactured and marketed to meet the current trend demand
Q3 - Choose the business model that you think is part of sustainable fashion
 Secondhand/Vintage
 Rental
 Custom-made
 Fast Fashion
Q4 - Do you agree that "Buying sustainable clothing means caring about the
environmental impacts of fashion industry”?
 Strongly agree
 Agree
 Neither agree nor disagree
 Disagree
 Strongly disagree

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Q5 - Do you care about how your clothes are produced?
 Yes
 No
Q6 - What are your priorities when buying clothing? Please rate from 1-5 (1 being the
most)
 Price
 Comfort
 Fashionablity
 Quality
 Sustainability
Q7 - Where do you usually go shopping?
 Department stores
 Secondhand shop
 High-end shop / Highstreet
 Small independent shop
 Other
Q8 - Have you ever bought a fashion item that was described as sustainable?
 Yes
 Maybe
 No
Q9 - Considering comfort, price and quality are the same; would you buy sustainable
clothing if it costs more than what you would normally pay?

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 Detractor
 Passive
 Promoter
Q10 - Do you agree that renting clothes is a sustainable choice?
 Strongly agree
 Agree
 Neutral
 Disagree
 Strongly disagree
Q11 - Have you rented clothes before?
 Yes
 No
Q12 - How likely are you to rent clothes rather than purchase them?
 Extremely likely
 Moderately likely
 Neither likely nor unlikely
 Moderately unlikely
 Extremely unlikely
Q13 - What do you think about renting clothes?
 An alternative
 Sustainable choice
 Future preference

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 Purchasing is better
 Not interested
Q14 - What is your current age?
 Under 18
 18-24 years
 25-34 years
 35-44 years
 45-54 years
 55-64 years
 65-74 years
 75-84 years
 85 years and above
Q15 - What is your gender?
 Male
 Female
 Prefer not to say

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9.2 Appendix 2 - Focus Group Interview
Probe Questions:
• How do you feel about fast fashion having a bad contribution to the environment?
• How familiar are you with the term “sustainable clothing”?
• How often do you purchase sustainable clothing?
Follow-Up Questions:
• What are your favorite and least favorite aspects of buying fast fashion products?
• What influences you to buy clothes?
• What do you think about fashion rental being a sustainable fashion business?
• What is your preferred way of renting clothes?
• What problem do you see with renting clothes?
Exit Question:
• Is there anything else you’d like to say about renting clothes in relation to sustainability?

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9.3 Appendix 3 - Industry interview
1. Do you believe that fast fashion is the biggest cause of fashion waste?
2. How can the fashion industry improve in sustainability? Is it by technological advancement or
supporting change on consumers’ behavior?
3. What is your opinion on the importance of investing in the environmental aspect in the fashion
industry?
4. Is there anything your company does to help improve the environment?
5. Is there anything you want to see in the future of fashion in terms of sustainability?
6. What do you think about the fashion rental business? Do you believe renting is better in
helping the environment than purchasing fashion products?
7. As an expert in the fashion industry, will you consider fashion rental having a promising future
in the industry?