Drivers and barriers to fashion rental for everyday garments: an empirical analysis of a former fashion-rental company

IF 3.6 Q2 ENVIRONMENTAL STUDIES
M. Bodenheimer, J. Schuler, Thekla Wilkening
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引用次数: 9

Abstract

Abstract We analyze the business models of online business-to-consumer (B2C) fashion rental and share challenges and lessons learned from an in-depth case study of a former German fashion-rental company. The firm focused on renting everyday, rather than special occasion, clothing, thus increasing the potential sustainability impact of its offer significantly. We also examine drivers and barriers of both an everyday children’s wear and a women’s wear rental model by incorporating both retailer and consumer perspectives through business data, manager interviews, and consumer surveys with customer and target groups. All data were merged into a single, in-depth analysis of the business models. By combining the complementary viewpoints of retailer and consumers, we were able to more precisely pinpoint the locations of the difficulties in the business models. The main barriers to success were the worsening quality of the company’s inventory and its difficulty acquiring and retaining customers, due both to a lack of familiarity with the concept of fashion rental and the poorly perceived price-performance ratio of fashion rental. These issues suggest that online-fashion rental should begin by focusing on special occasion rentals with more high-end fashion options and should plan a sizeable budget for marketing to raise consumer awareness of alternatives to traditional retail models and alleviate customer concerns. If such a rental model is successful and establishes a stable customer base, everyday fashion-rental options could be explored as a supplement. The article demonstrates the importance of integrating different data sources to obtain a comprehensive understanding of why online-rental models fail or succeed.
日常服装时装租赁的驱动因素与障碍:对一家前时装租赁公司的实证分析
摘要本文分析了在线B2C (business-to-consumer)时装租赁的商业模式,并通过对德国一家前时装租赁公司的深入案例分析,分享了其面临的挑战和经验教训。该公司专注于租用日常服装,而不是特殊场合的服装,从而大大增加了其提供的潜在可持续性影响。我们还结合零售商和消费者的视角,通过商业数据、经理访谈和消费者对客户和目标群体的调查,研究了日常童装和女装租赁模式的驱动因素和障碍。所有的数据被合并成一个单一的、深入的商业模型分析。通过结合零售商和消费者的互补观点,我们能够更精确地指出商业模式中的困难所在。成功的主要障碍是公司库存质量的恶化,以及难以获得和留住客户,这都是由于对时装租赁概念的不熟悉,以及时装租赁的性价比不佳。这些问题表明,在线时装租赁应该从提供更多高端时装选择的特殊场合租赁开始,并应该计划一笔可观的营销预算,以提高消费者对传统零售模式替代品的认识,并减轻消费者的担忧。如果这种租赁模式成功,并建立了稳定的客户群,可以探索日常时尚租赁选择作为补充。本文展示了整合不同数据源的重要性,以便全面了解在线租赁模式失败或成功的原因。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
Sustainability: Science, Practice, and Policy
Sustainability: Science, Practice, and Policy Social Sciences-Geography, Planning and Development
CiteScore
12.00
自引率
0.00%
发文量
54
审稿时长
27 weeks
期刊介绍: Sustainability: Science, Practice and Policy is a refereed, open-access journal which recognizes that climate change and other socio-environmental challenges require significant transformation of existing systems of consumption and production. Complex and diverse arrays of societal factors and institutions will in coming decades need to reconfigure agro-food systems, implement renewable energy sources, and reinvent housing, modes of mobility, and lifestyles for the current century and beyond. These innovations will need to be formulated in ways that enhance global equity, reduce unequal access to resources, and enable all people on the planet to lead flourishing lives within biophysical constraints. The journal seeks to advance scientific and political perspectives and to cultivate transdisciplinary discussions involving researchers, policy makers, civic entrepreneurs, and others. The ultimate objective is to encourage the design and deployment of both local experiments and system innovations that contribute to a more sustainable future by empowering individuals and organizations and facilitating processes of social learning.
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