How Could Clothing Rental Enhance The Transformation Towards a Circular Fashion Economy?

Abstract

The aim of this study is to analyse the implementation of circular economy in the fashion industry. Specifically, how clothing rental could help transforming it into a more circular fashion economy. It uses interviews as a qualitative method to collect data from a rental company from two points of view: founder and consumer. Finding out how this circular model could be achieved with the help of rental services and what impact it would have on the environment are the main aims of this project. The main findings of the interviews were that the provision and use of clothing rental results in a positive impact on purchase behaviour and the environment. All stakeholders, consumers in particular, can contribute by pressuring companies to produce and provide durable and recyclable clothing. Although more time is needed to shift to a circular fashion economy, clothing rental could be a step in the right direction.