Background:           Today’s fashion industry is one of the most wasteful and polluting industries, which contributes to a global concern. A transition from a linear to a circular approach is needed, in which consumers play a key role. Clothing rental subscription is among the sustainable business models that aim to reduce the production and disposal of clothes by increasing their utilization and extending their lifetime. Based on the attitude-intention relation from the Theory of Planned Behavior and on current literature, we develop a theoretical framework. Purpose:                  The purpose of this study is to investigate the influences of perceived sustainability, perceived enjoyment, perceived financial risk, perceived performance risk, fashion leadership, psychological ownership and perceived convenience on consumers’ attitudes towards clothing rental subscription services and their intentions to engage in this circular fashion business model. Method:                  To fulfill the purpose, we conducted a quantitative study. Primary data was collected through online questionnaires, resulting in 282 responses from German females. Multiple linear regression analyses were conducted to identify the influences of the above-mentioned factors on attitude and on intention. Lastly, a linear regression analysis was used to test attitude’s influence on intention. Conclusion:               The results show that consumers’ attitudes towards clothing rental subscription are positively influenced by the perceived sustainability and perceived enjoyment of the business model, and negatively influenced by perceived financial risk and perceived performance risk. Their intentions to participate in clothing rental subscription were shown to be positively influenced by perceived enjoyment and attitude, while negatively influenced by perceived financial risk. Focusing on one clothing rental business model, we contribute to research in the field and provide valuable implications for practitioners.

Renting, as one of the most common and long-existed collaborative consumption methods, recently gained attention in the fashion industry as a perfect candidate to minimize overconsumption in the fashion industry. However, the business perspective of clothing rental gained less focus in academic literature. This research aims to present, analyze and discuss the key components of clothing rental business models and the influence of digital platforms on clothing rental to gain a deeper understanding of the rental business in fashion. Qualitative research was conducted based on the case studies of five clothing rental companies. The analysis of the collected data was based on the 360° business model framework and the literature. The study results showed the key components of fashion rental business models in value creation, value proposition, value delivery, value capture, value communication, and the influence of digital platforms on the rental business. Findings show the potential to extend towards a mainstream mode of consumption that provides entrepreneurial initiative.

Denna studie undersöker möjligheter för utveckling av prenumerationsbaserad uthyrning av friluftskläder med utgångspunkt i pilotprojektet lanserat av företag X. Detta genom att besvara om det finns intresse och en potentiell marknad för uthyrning via prenumeration av friluftskläder, vad som krävs av en uthyrningstjänst för att konsumenter ska övergå till att prenumerera på att hyra sina kläder istället för att köpa nya, samt hur ett koncept kan utformas där utbudet upplevs som tillräckligt och personligt för varje kund. Studien drivs genom blandad metod och en abduktiv metodansats. Resultatet visar att det finns en potentiell marknad för prenumerationsbaserad uthyrning av friluftskläder men att många konsumenter inte känner behov att byta ut plaggen lika ofta som om det hade varit vardagskläder. Studiens respondenter är främst intresserade av paketerbjudande baserat på aktivitet. Bland de som inte är intresserade av att hyra alls svarar majoriteten att det är på grund av att de vill ha sina kläder tillgängliga hela tiden. För att locka konsumenter att hyra istället för att köpa krävs ett mervärde som inte fås vid köp. Detta skulle kunna skapas genom en gemenskap där användarna kan dela historier och bilder, men också genom prisfördelar, tillgänglighet och anpassningsbarhet. Utbudet bör vara personligt anpassat utifrån användarens intressen och planerade aktiviteter, men med möjlighet för viss valfrihet. Säsongsbaserad uthyrning är ett intressant alternativ då många respondenter gärna behåller plaggen en längre tid. Vidare diskuteras logistiklösningar med representanter som anordnar bytestillfällen i mindre städer där det inte finns möjlighet att ha en butik, samt vikten av att nischa sig mot en smalare kundgrupp snarare än gemene man. Det konstateras även att det krävs en större attitydförändring för att ändra konsumenters vanor och beteende från att köpa till att hyra istället. / This study investigates possibilities for the development of subscription based rental of outdoor clothing, with a base in a test project launched by company X. The study examines if there is a potential market for subscription-based outdoor clothing rental, what is required from such a service for consumers to switch from buying to renting their clothes and how such a concept can be designed to make the product range feel sufficient and personal for every customer. The study is implemented with a mixed method. The result is proving that there is a potential market for subscription based outdoor-clothing rental, but that many consumers don’t have the same need to update their outdoor clothes as often as their everyday clothes. The respondents are most interested in a package-offer based on their activities. Among the ones not interested in subscription based rental, the majority answered it’s because they want their clothes available at all times. Added value is needed to attract consumers to rent instead of buy, which could be gained by creating a community among the users. Other important aspects to gain value is through price advantages, availability and flexibility. The product range should be personally adjusted but with freedom of choice. Seasonal based subscription is an interesting option since many of the respondents want to use the product for a longer time. Logistic solutions are also discussed in the study and one option is to use agents who arranges swaps in smaller cities where there are no stores. The importance of focusing on a niched consumer are displayed, as well as the need of a great change in consumer attitude to be able to change habits and consumer behaviour.