The overarching purpose of this study is to explore what perceived barriers that prevent Swedish fashion companies from implementing rental services to their current business model. A qualitative approach was adopted, where a single case study on the phenomenon of rental services, in the context of collaborative fashion consumption, CFC, was executed. CFC referrers to an alternative way of consumption where consumers have access to already existing garments. The focus of this study, rental services, is the action of providing and consuming products without any transfer of ownership. Multiple sources of data collection were used, consisting of semi-structured interviews with eight company executives representing Swedish fashion companies in three product segments; everyday fashion, performance wear and outdoor wear. The findings showed that six significant barriers were perceived as preventing implementation of rental services; economic, social, lack of information and technological know-how, supply chain, organizational and environmental impact. Moreover, the findings showed interrelated relationships between barriers. For instance, the perception of the social barrier affected the perception of the economic barrier, and the organizational barrier impacted companies’ perception of the informational and technological barrier. By exploring what perceived implementation barriers prevent Swedish fashion companies from adding rental services to their business model, this paper contributes with relevant knowledge to academia as well as to the fashion industry.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:hb-22055 |
| Date | January 2019 |
| Creators | Svensson, Sofia |
| Publisher | Högskolan i Borås, Akademin för textil, teknik och ekonomi |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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