Unlocking a Pathway to Fashion Circularity: Insights into Fashion Rental Consumption and Business Practices

Abstract

The purpose of this study is to synthesize existing peer-reviewed literature on fashion renting and provide insights into its role within the broader framework of sustainable consumption and business practices within different cultural contexts, while also guiding future research efforts. This review includes only peer-reviewed journal articles and book chapters in English, with the search conducted up to 31 March 2025. A total of 95 academic papers published between 2010 and 2025 were analyzed to explore the evolving landscape of fashion rental consumption and business practices. NVivo 14 was used for the analysis of the collected literature. The findings revealed six key motivating benefits and six significant barriers that influence consumer participation in fashion renting. Additionally, five success factors and four critical challenges were identified as shaping the development of the fashion rental market. This research represents the first attempt to synthesize literature from both the consumer and business perspectives of fashion renting. The findings provide a comprehensive understanding of market dynamics related to fashion rental consumption and business practices, shedding light on the key factors that support the sustainability of fashion rental businesses as well as the challenges they face. Both theoretical and practical implications are discussed, offering valuable guidance for researchers and fashion industry stakeholders.

1. Introduction

The textile industry plays a major role in the global economy, with the clothing sector alone valued at approximately USD 1.3 trillion and providing employment to over 300 million individuals across its supply chain (Gyde & McNeill, 2021). However, the fashion industry is one of the top industrial contributors to pollution. As a result, sustainability has been identified as one of the major challenges confronting the fashion sector (Mukendi & Henninger, 2020). In fact, the fashion industry is responsible for 10% of global pollution, which surpasses emissions from air travel (Clarke, 2021). In the past decade, growing awareness of the fashion industry’s environmental impacts, driven by fast-paced fashion consumption, has highlighted the unsustainability of its consumption and production practices (Becker-Leifhold & Iran, 2018; Lang & Wei, 2019; Savelli et al., 2024; Z. H. Hu et al., 2014). Currently, just 1% of textile waste is repurposed into new clothing, and the amount of textile waste is projected to rise to 148 million tons annually by 2030 (Rese & Baier, 2025). Furthermore, as the fashion industry is expanding, it is possible that its detrimental effects on the environment may also increase. Recent survey data indicates that the fashion industry’s revenue is projected to grow at an average annual rate of 8.94%, with the market expected to reach approximately USD 1183 billion by 2029 (Statista, 2024). However, this growth comes with significant environmental costs. When accounting for the full lifecycle of a garment, including manufacturing, transportation, and end-of-life disposal, the fashion industry is responsible for producing 1.2 billion tons of carbon emissions each year (Clarke, 2021). The growing fashion industry and its expanding carbon footprint highlight the need for a sustainable approach to reducing both production and consumption while improving environmental performance (Arrigo, 2021).

Promoting sustainability requires a collective effort. Therefore, it is essential for key stakeholders like governments, industries, and consumers to take proactive steps to reduce its negative effects (Chi et al., 2023a; Singh & Bansal, 2024). Governments should adopt comprehensive policies that promote sustainability by offering incentives for renewable energy, environmental technologies, and research and development (R&D). At the same time, implementing taxes on CO₂ emissions and air pollutants can help discourage environmentally harmful practices and drive the transition toward a cleaner, greener future (Bibi et al., 2024). The fashion industry should initiate sustainable practices, such as embracing eco-friendly technologies, incorporating natural fibers, implementing recycling programs to divert textile waste from landfills for reuse in new products, and embracing upcycling to repurpose discarded apparel for alternative applications (Chi et al., 2023a). With fast fashion dominating the industry and encouraging increased clothing purchases while each item is worn much less frequently, it has become more important than ever for consumers to make conscious and informed purchase decisions (Amasawa et al., 2023; Singh & Bansal, 2024). The sharing economy, which focuses on shared access rather than individual ownership, encourages more resource-efficient practices. It creates an opportunity for governments to support sustainable business models through policy and incentives, for the industry to reduce overproduction and waste, and for consumers to engage in more responsible and mindful consumption without compromising style or choice (Amasawa et al., 2023; Chi et al., 2023a; Singh & Bansal, 2024).

As a subset of the sharing economy, collaborative consumption (CC) has emerged as a promising socio-economic model that enables more frequent use of garments across multiple users, thereby reducing the overall demand for new production (Lang et al., 2019) and promoting sharing over ownership through practices like renting, swapping, and resale of pre-owned fashion (Lang & Joyner Armstrong, 2018b). Similarly, product-service system (PSS) models prioritize providing performance over selling physical products to advance the circular economy in a business environment. These models blend products and services to meet customer demands through alternatives such as pay-per-use, short-term rentals, or long-term leases (Gyde & McNeill, 2021). Business models based on shared access to goods have achieved significant global success across various industries, including hospitality (e.g., Airbnb), entertainment (e.g., Netflix), and transportation (e.g., Uber). This concept has also been effectively adapted to the fashion industry, as demonstrated by platforms like Rent the Runway (Arrigo, 2021). Fashion renting allows consumers to access secondhand fashion items as an alternative to purchasing new ones (Gyde & McNeill, 2021; Jain et al., 2022). Fashion renting is undergoing significant growth, with the market projected to experience robust expansion in the coming years. As reported by Mordor Intelligence (2025), the online clothing rental market is valued at approximately USD 1.77 billion in 2024 and is projected to increase to USD 2.47 billion by 2029, driven by rising consumer awareness of sustainability and cost-effectiveness.

Despite the promising growth of the fashion rental industry, fashion renting has received relatively little academic attention and therefore has yet to become fully established (Adam et al., 2018; Herold & Prokop, 2023). While collaborative consumption has inspired a surge of entrepreneurial activity in the fashion industry, including services such as clothing resale, rental, and swapping, much of the existing scholarship focuses broadly on these models rather than examining fashion renting in depth (Karpova et al., 2022; Lang & Joyner Armstrong, 2018b; Savelli et al., 2024). Fashion renting, a core example of product-service systems (PSS), offers a distinctive consumption model that allows temporary access to garments without ownership. However, despite its growing relevance, only a limited number of studies have specifically focused on fashion renting as a standalone subject. Moreover, the existing body of literature is fragmented, with most studies narrowly addressing certain aspects of the phenomenon rather than offering a comprehensive and integrative view of the field. For example, many previous studies have focused on exploring the factors driving consumer engagement with fashion rental services, such as environmental concerns; perceived functional, economic, hedonic, and social values; as well as desires for uniqueness, variety, and the flexibility of non-ownership (Armstrong et al., 2018; Baek & Oh, 2021; Becker-Leifhold, 2018; Clube & Tennant, 2020; Iran & Schrader, 2017; Laitala & Klepp, 2018; Lang, 2018; Lang et al., 2019; Lang & Joyner Armstrong, 2018b; Lawson et al., 2016; S. H. N. Lee & Chow, 2020; McNeill & Venter, 2019; Vincent & Gaur, 2021). Similarly, barriers to adoption have been explored, commonly including perceived risks, the desire for ownership, lack of control and flexibility, the social discomfort of explaining rented clothing, and hygiene or contamination concerns (Baek & Oh, 2021; Bardhi & Eckhardt, 2017; Lang, 2018; Sörum & Gianneschi, 2023). What remains lacking, however, is a systematic and holistic synthesis of the research landscape that brings together insights into consumer behavior, business challenges, and scholarly trends. In fact, Jain et al. (2022) systematically reviewed fashion renting, covering key trends, consumer fashion renting adoption factors, challenges for fashion rental firms, and identifying research gaps and future directions in fashion renting. The study provides valuable insights with its literature review on fashion renting but lacks a holistic approach, notably in aspects like theoretical frameworks, methodologies, and consumer-business differences across cultural contexts in past research. This study aims to address a clear gap by offering a focused literature review on fashion renting that critically examines scholarly trends with cultural differences and consumer vs. business dimensions, thereby contributing to a more cohesive understanding of the field and its future research needs. Therefore, this study is guided by the following research question: “how has the existing body of literature on fashion rental evolved in terms of scholarly focus, consumer behavior, and business perspectives, and what gaps remain for future research to address emerging trends and theoretical development in this field?” More specifically, this study aims to achieve two main objectives:

• To synthesize existing research on fashion renting by focusing on

  (a)

  publication trends and scholarly interest, including research focus, journal sources, cultural contexts, research methodologies, and commonly used keywords;

  (b)

  benefits and barriers experienced by consumers engaging in fashion renting and examining how theoretical frameworks shape these behaviors;

  (c)

  challenges and opportunities faced by fashion rental businesses, with attention to market trends, business success factors, and operational difficulties.

• To propose avenues for future scholarly exploration in this field.

To meet these objectives, a comprehensive review of the existing literature on collaborative consumption, broadly, and renting, specifically, in fashion has been conducted, analyzing 95 academic papers published in English between 2010 and 2025. This study holds significant value in advancing scholarly understanding of fashion renting by analyzing its evolution from 2010 to 2025, focusing on both consumer and business perspectives. Building on Jain et al.’s (2022) study, this research provides a comprehensive synthesis of the existing literature by identifying key trends, theoretical frameworks, and methodological approaches, and offering insights into how fashion renting has developed as a business model and consumer practice. This analysis not only highlights dominant themes and areas of scholarly focus but also reveals potential research gaps, thereby guiding future investigations into sustainable fashion, circular economy models, and consumer behavior. Moreover, by exploring the application of theoretical frameworks, this study contributes to refining existing theories and potentially proposing new conceptual models that better capture fashion renting behavior.

Furthermore, this research offers valuable cross-cultural insights by comparing fashion renting behaviors in Asian and Western markets. Understanding these differences can provide insight into important cultural distinctions in consumer attitudes toward sustainable consumption overall, and more specifically, behaviors related to fashion renting. In addition, by examining the methodological approaches employed in fashion renting research, this study could contribute to methodological advancements, encouraging the adoption of more robust and diverse research designs. Ultimately, this study offers a valuable foundation for researchers, industry professionals, and policymakers by highlighting key factors influencing fashion rental services and supporting a more sustainable and inclusive industry.

2. Fashion Renting

Collaborative consumption (CC), also known as a business model of product-service systems (PSSs), is a growing global trend that promotes sustainability by facilitating peer-to-peer (P2P) exchanges such as renting (Pedersen & Netter, 2015; Perren & Grauerholz, 2015). It helps to reduce waste, promote efficient use of resources, and extend product lifecycles (Herold & Prokop, 2023; Jain et al., 2022; Lang & Joyner Armstrong, 2018b; S. H. Lee & Huang, 2020b; Perren & Grauerholz, 2015). Access-based consumption refers to “market-mediated transactions that provide customers with temporarily limited access to goods in return for an access fee, while the legal ownership remains with the service provider” (Schaefers et al., 2016, p. 3). While access-based consumption falls under the broader concept of CC within the sharing economy, it differs from CC in that it involves market-mediated transactions without transferring ownership, while CC may include ownership (Savelli et al., 2024), such as swapping. According to Perren and Grauerholz (2015), the advancement of technology plays an important role in fostering collaborative global communities, creating adaptable, location-independent, and enduring platforms that complement traditional marketplaces while driving significant economic, environmental, and social impacts. In particular, renting as a key form of access-based consumption attracts a broad audience by merging the convenience and accessibility of business-to-consumer models with consumer-to-consumer interactions. Despite growing interest, there is little synthesis on how research on renting is distributed across journals, geographies, and theoretical approaches. These trends need clearer mapping to reveal how rental research has evolved and where gaps remain in scholarly focus.

Apparel remains one of the most heavily consumed product categories, with its market in the United States alone valued at USD 198 billion in 2021 (Chi et al., 2023a). The rapid growth of fashion renting as a sector within the global apparel industry reflects a natural shift toward more sustainable and transformative alternatives to traditional purchasing models (Chi et al., 2023b). The future of the fashion industry is increasingly leaning toward rental services, which are seen as a promising approach to advancing environmental and social sustainability (Savelli et al., 2024). As a type of access-based consumption, fashion renting supports waste reduction and minimizes new garment production (S. H. Lee & Huang, 2020b). To support this claim, fashion rental companies often emphasize the environmental advantages of their services, reporting that renting garments can lead to a 24% reduction in water usage, a 6% decrease in energy consumption, and a 3% drop in carbon emissions when compared to purchasing new clothing (Herold & Prokop, 2023). Currently, expanding the fashion rental industry leverages modern technology and efficient logistics to offer online platforms where consumers can access clothing for short-term use, redefining fashion as a service rather than a product (Baek & Oh, 2021). From a business perspective, fashion rental companies encounter various operational challenges, such as inventory turnover and garment care (Gyde & McNeill, 2021; McGowan & Conlan, 2023; Zhang & Liou, 2021). Although some AI-driven strategies (e.g., personalization) show promise (Ricchiardi & Bugnotto, 2019), persistent issues like high return continue to affect their success (Mukendi & Henninger, 2020). While emerging markets show potential, much of the literature centers on Western markets, offering limited global business dynamics and lacking integration across consumer, business, and scholarly trends perspectives. To structure this review, the existing literature is categorized into three interconnected areas: (1) the evolution of academic interest and research patterns related to fashion renting; (2) consumer motivations, perceived benefits, and adoption barriers, with attention to cultural variability; and (3) business-level issues, including operational challenges and emerging opportunities within the fashion rental market. This structure (Figure 1) supports a comprehensive understanding of the field while revealing gaps for future inquiry.

3. Materials and Methods

3.1. Literature Collection Procedure

This review study includes research materials consisting only of peer-reviewed journal articles and book chapters in English, with the search conducted up to 31 March 2025.

Figure 2 illustrates the literature collecting and screening process, detailing the three stages of identification, screening, and inclusion. The first identification stage involves gathering records from relevant and intended databases and sources for review. This study identified academic publications from scientific databases, including Scopus, Google Scholar, and a university library. Specifically, Scopus was used to identify relevant literature, while Google Scholar and the university library were used to access full-text articles. Diverse Boolean query combinations were formulated, tested, and applied to search titles, abstracts, and keywords. These included rental-related keywords (e.g., rent, renting, rental, leasing), industry-related keywords (e.g., fashion, apparel, textile, garment), and sustainability-related keywords (e.g., circular, collaborative consumption, access-based consumption). Example queries include TITLE–ABS–KEY (renting AND [fashion OR apparel OR textile OR garment]) and TITLE–ABS–KEY (“access-based consumption” AND [fashion OR apparel OR textile OR garment]). This process yielded 669 records after removing duplicates from an initial pool of 1028 records.

The second stage, screening, involved assessing records for retrieval, relevance, eligibility, and other criteria determined by the researchers based on title, abstract, and keyword review. At this stage, 418 records were excluded for not focusing on the fashion and apparel industry. Additionally, seven records were excluded due to retrieval issues. The remaining 244 records with accessible full texts were reviewed for eligibility through full-text reading.

In the third and final stage, 149 articles were excluded for not primarily focusing on the target topics (i.e., fashion renting, rental, leasing) or for being review-type studies. For instance, some studies focused on resale and mentioned renting within the broader concept of collaborative consumption, but renting was not their focus. Ultimately, 95 peer-reviewed journal articles and book chapters in English were deemed eligible for final inclusion. Among them, 26 focused on business practices, while 69 examined consumers’ consumption behavior as the study goal. Detailed information for each article can be seen in Supplementary S1 and S2 as Supplementary Materials.

3.2. Dada Analysis

NVivo 14 was employed for thematic analysis for both consumer studies and business studies. Two primary coding categories, consumption studies and business practices, were first identified and confirmed through group discussion among researchers prior to data coding. Subsequently, second-level sub-categories were collaboratively defined, including benefits, barriers, theoretical frameworks under consumption studies, and success factors, challenges, and fashion rental markets under business practices. Initial coding was conducted to identify specific sub-categories, which were then consolidated into more focused themes. To facilitate cross-cultural comparisons and descriptive analysis, a classification sheet containing basic information for each paper was uploaded to NVivo. Two researchers participated in the data coding and cross-checking process to ensure the validity and reliability of the data analysis; both reached full agreement on the coding categories and thematic structure.

4. Findings

This section is organized as follows to present key insights from the literature on fashion renting: Section 4.1 presents the results of the descriptive analysis based on the collected literature. Section 4.2 focuses on findings from consumer studies, including perceived benefits and barriers to fashion renting, the influence of cultural factors, and the theoretical frameworks commonly employed in this area of research. Section 4.3 concentrates on business practices within the fashion rental industry, highlighting the current state of the market, key success factors, and operational challenges faced by rental businesses.

4.1. Descriptive Analysis

4.1.1. Publication Trend Analysis

Figure 3 illustrates the yearly distribution of research on fashion renting, segmented into two primary study focuses: consumer behavior and business models. The topic received limited attention before 2015, with only one article published in 2010 focusing on consumption behavior (Moeller & Wittkowski, 2010), and no publications recorded from 2011 to 2014. Research interest began to grow gradually starting in 2015. From 2018 onward, publications addressing consumption behavior notably increased, with seven studies published that year. Although business model-related studies remained limited during this period, a more visible rise began in 2021, with six publications signaling growing academic interest in the operational and strategic frameworks of fashion rental services. Meanwhile, research on consumer behavior maintained an upward trajectory, peaking in 2023 with 15 publications.

This trend suggests that scholarly attention has primarily focused on understanding consumers’ motivations, attitudes, and adoption behaviors (Chi et al., 2023a, 2023b; Lang & Joyner Armstrong, 2018a, 2018b). Overall, the trend reflects the rising academic recognition of fashion renting as a viable component of sustainable consumption, driven by increasing consumer awareness and business innovation in access-based fashion models.

4.1.2. Source Analysis

As of the end of March 2025, articles on fashion renting can be found across 42 journals and 10 book chapters. This indicates the topic’s broad relevance to areas such as collaborative consumption, circular fashion, sustainability, and marketing. Despite this wide distribution, most journals (33 out of 42) published only a single article, suggesting the topic remains dispersed across disciplines. However, a small, core group of journals has emerged as leading publication outlets.

Figure 4 visualizes the cumulative publication output of the main journals with two or more articles, highlighting their growing influence on this emerging research field. Sustainability ranks first, with 19 cumulative publications (20.0%), accounting for the largest share of contributions to the topic. It is followed by the Journal of Fashion Marketing and Management, which has steadily increased its contributions, reaching 12 articles in total (12.6%). Other notable sources include the Journal of Cleaner Production (five articles, accounting for 5.3%), Journal of Retailing and Consumer Services (five articles, also 5.3%), and Sustainable Production and Consumption (four articles, 4.2%). These journals reflect a strong interdisciplinary interest, spanning sustainable production, fashion marketing, and consumer behavior.

Notably, specialized journals such as Journal of Business Research and Young Consumers—focusing on business models and segmented customer groups—have also begun contributing to the topic in recent years, each reaching two publications by early 2025. This trend underscores the growing academic importance of more nuanced exploration and discourse.

4.1.3. Scientific Coverage by Country

The analysis shows that the United States is the most frequently studied, with 28 investigations (29.5%), far surpassing other countries. This reflects the maturity of its rental market and high consumer acceptance (Chi et al., 2023b). Other countries with notable coverage include the United Kingdom (nine studies, 9.5%), Germany (eight studies, 8.4%), India (seven studies, 7.4%), and both China and Italy (six studies each, 6.3%). These countries are key players in the global fashion market and are increasingly active in sustainable consumption, which may explain their research prominence. Figure 5 and Figure 6 depict the geographic distribution of countries investigated in fashion renting studies. Figure 4 presents the overall distribution across countries, with different colors representing the number of studies. Figure 5 provides more detailed information by categorizing studies based on research focus.

Studies conducted in the United States overwhelmingly center on consumer behavior (26 out of 28), indicating a user-driven investigation trend. European countries (e.g., Denmark, Italy, Sweden) tend to emphasize a business model-oriented approach to fashion rental. Overall, the distribution suggests that most studies are concentrated in Western and Asian countries, with minimal attention to African, Latin American, and Middle Eastern contexts, signaling an opportunity for broader geographic exploration in future research.

4.1.4. Research Methods

Figure 7 presents the distribution of research methods used, with both quantitative and qualitative approaches being prominent. Quantitative methods overwhelmingly dominate consumer-behavior research (45 out of 69 studies, 65.2%), while qualitative methods are more common in business-model research (20 out of 26 studies, 76.9%). In addition, a small number of studies employed mixed methods (six) and a conceptual approach (five).

Specifically, most consumer-behavior studies adopted survey-based approaches, highlighting the emphasis on measuring consumer attitudes, motivations, and behavioral intentions (Lang, 2018; Lang & Zhang, 2024; S. H. N. Lee & Chow, 2020). In contrast, business-model studies relied heavily on qualitative methods, using case studies (Adam et al., 2018; McCoy & Chi, 2022), interviews (Henninger et al., 2022; Laudien et al., 2023), or combined case-study and interview methods (Arrigo, 2023) to investigate strategic, operational, and sustainability aspects of fashion renting. Some also adopted mixed methods, such as combining case studies with Life-Cycle Assessment (Amasawa et al., 2023).

These findings point to a clear methodological divide: quantitative methods dominate user-centered studies, while qualitative and conceptual approaches are more prevalent in business-focused research. Notably, no quantitative methods were applied in business-model studies, and no conceptual papers were identified in consumption-behavior research. This pattern may reflect differences in research objectives and data accessibility. For instance, business-model research often explores context-specific strategic mechanisms, which are better suited to in-depth qualitative investigation or conceptual analysis. In contrast, consumption-behavior studies typically examine relationships among consumer-related factors (e.g., attitudes, motivations, barriers) and can benefit from the accessibility of large consumer samples, making survey-based quantitative methods more feasible and appropriate.

4.1.5. Keywords Analysis

A keyword co-occurrence analysis was performed to analyze the collected articles’ keywords using VOSviewer 1.6.20, a scientific software for visualizing bibliometric data (Arruda et al., 2022). This analysis highlights the most frequently appearing keywords. The 95 analyzed articles contained a total of 299 keywords. In the visualized results (Figure 7 and Figure 8), general terms such as “fashion” and “fashion industry” were excluded to focus on more specific conceptual patterns. In the keyword maps, larger nodes represent higher frequency, while thicker links indicate stronger co-occurrence between keywords (VOSviewer, 2025). For instance, across all analyzed articles, frequently used and co-occurring keyword pairs such as “sharing economy” (19 occurrences) and “collaborative consumption,” as well as “access-based consumption” (9) and “fashion renting” (9), were closely related and often appeared together within the same studies.

Among consumption-behavior studies (Figure 8), the most frequent keywords included “sharing economy” (12), “collaborative consumption” (10), “access-based consumption” (8), and “fashion renting” (7). Other notable keywords also included “circular fashion” and “fashion leadership”, and “Theory of reasoned action”, indicating a strong theoretical and behavioral orientation in understanding consumer participation in fashion renting. In addition, the presence of keywords like “luxury fashion” and “online fashion renting” suggests expanded renting research into status consumption and digital service channels.

In contrast, business-model studies (Figure 9) most frequently featured keywords such as “sharing economy” (6), “circular economy” (4), “collaborative consumption” (4), and “sustainability” (4), highlighting sustainability-driven strategic renting business framing. Additionally, keywords like “clothing library” and “sustainable or circular business model” reflect the sustainable-led and service-oriented innovations explored in this stream of renting research. Overall, the results suggest that researchers are actively exploring alternative consumption practices and novel business models in the fashion rental sector.

4.2. Thematic Analysis of Consumer Studies

The findings highlighted the most commonly discussed benefits and barriers to fashion rental consumption, identifying the main factors that encourage or hinder participation in fashion renting for consumers.

4.2.1. Benefits of Fashion Renting

From the analysis of the existing literature, six main categories of benefits were found: hedonic benefits, financial and economic benefits, environmental benefits, social identity and interactions, utilitarian benefits, and product benefits.

Hedonic benefits were identified as the most frequently cited factors encouraging consumers to engage in fashion renting. Specifically, these hedonic drivers include the ability to access a wider range of new and trendy fashion styles (Kala & Chaubey, 2024; Lang & Joyner Armstrong, 2018b; S. H. Lee & Huang, 2020b; McCoy & Chi, 2022; Moeller & Wittkowski, 2010; Rosenberg et al., 2023) or satisfy the desire for uniqueness (Johnson & Plepys, 2021; Mishra et al., 2020; Ruan et al., 2022; Savelli et al., 2024; Vincent & Gaur, 2021) and the need for creative items (Lang et al., 2016; Noe & Hyun, 2023). Additionally, positive service quality (Chi et al., 2023b) and the enjoyable, hassle-free experience of using rental platforms (S. E. Lee et al., 2021; Shrivastava et al., 2021; Tri et al., 2021) further enhanced consumers’ emotional inclination to engage in fashion renting.

Financial and economic benefits were found to be another key driver of consumer involvement in fashion rental consumption (Lang et al., 2020; S. H. Lee & Huang, 2020b; Mishra et al., 2020; Moeller & Wittkowski, 2010; Muylaert et al., 2024; Park & Joyner Armstrong, 2019a; Park & Lee, 2022; Ruan et al., 2022; Vincent & Gaur, 2021). Fashion renting allows consumers access to high-end and prestigious brands at a lower cost (Gyde & McNeill, 2021; Laudien et al., 2023; Neerattiparambil & Belli, 2020; Pantano & Stylos, 2020; Pedersen & Netter, 2015; Rosenberg et al., 2023). Renting can also free individuals from ownership obligation (Guzzetti et al., 2021; Johnson & Plepys, 2021; Park & Joyner Armstrong, 2019a; Song & Wu, 2024; Sörum & Gianneschi, 2023; Ulrich et al., 2024; Vincent & Gaur, 2021) and minimize consumer guilt (Rosenberg et al., 2023). Furthermore, it enables consumers to explore new style options while avoiding the cost of permanent ownership (Henninger et al., 2022; Mukendi & Henninger, 2020).

Environmental benefits were found to strongly encourage consumers to engage in sustainable and environmentally responsible behaviors (Johnson & Plepys, 2021; Kala & Chaubey, 2024; S. H. Lee & Huang, 2020b; Mukendi & Henninger, 2020; Westerberg & Martinez, 2023). Fashion renting, specifically, contributes to minimizing environmental impacts by reducing waste (Dovalienė & Salciute, 2024; Herold & Prokop, 2023; Laudien et al., 2023; Themadjaja & Gunadi, 2023; Ulrich et al., 2024), extending clothing lifespan (Dovalienė & Salciute, 2024; Pantano & Stylos, 2020), increasing frequency of garment usage (Laukkanen & Tura, 2022), and decreasing the need for new garment production (Bodenheimer et al., 2022; Moeller & Wittkowski, 2010). For instance, environmental benefits can be linked to reducing the purchase of garments intended for special occasions, which are typically worn only briefly (Armstrong et al., 2016; Bodenheimer et al., 2022).

Social identity and interactions have emerged as significant drivers of fashion rental consumption (Seo et al., 2023). Fashion rental is frequently seen as a way for individuals to express their personal identity (Baek et al., 2023; Mukendi & Henninger, 2020; Song & Wu, 2024) and boost their self-confidence (Kala & Chaubey, 2024). Fashion renting can be influenced by interpersonal factors, with individuals often motivated by the need to be accepted or admired by those around them (Becker-Leifhold, 2018; Chi et al., 2023a; Johnson & Plepys, 2021; Muylaert & Maréchal, 2022; Noe & Hyun, 2023; Pham et al., 2021; Tu & Hu, 2018). Additionally, it is closely tied to community-based practices, where shared values and social norms help cultivate a sense of belonging and collective approval (Ahmed et al., 2024; Muylaert et al., 2024; Shrivastava et al., 2021; Ulrich et al., 2024). The practice is further linked to beneficial social impacts, such as advancing sustainability within the fashion industry and supporting fair and ethical labor conditions (Ahmed et al., 2024).

Utilitarian benefits of fashion renting are primarily influenced by its convenience and functional appeal (Kala & Chaubey, 2024; Park & Lee, 2022; Tri et al., 2021). Fashion renting offers consumers a convenient and efficient way to access the latest fashion items and experience them before committing to ownership (McCoy & Chi, 2022; Petänen et al., 2024). The convenience of saving time and the overall efficiency of the rental model are key factors that motivate consumers to choose this approach (Moeller & Wittkowski, 2010; Westerberg & Martinez, 2023). Renting garments online through easy-to-navigate websites or applications, with the added benefit of home delivery, provides consumers with a seamless, efficient, and hassle-free experience (Park & Joyner Armstrong, 2019a; Park & Lee, 2022; Ramtiyal et al., 2023; Sörum & Gianneschi, 2023; Westerberg & Martinez, 2023). Moreover, fashion renting offers consumers the flexibility to wear garments for special occasions or one-time events without the need for purchase (Amasawa et al., 2025; Pantano & Stylos, 2020; Park & Lee, 2022; Westerberg & Martinez, 2023). This approach also helps conserve closet space and minimizes the need for large storage areas (O. Lee et al., 2021).

Product benefits have also been instrumental in encouraging consumers to embrace fashion renting by offering practical solutions (McKinney & Shin, 2016; Petänen et al., 2024) and reliable product performance (Myin et al., 2022; Shrivastava et al., 2021). These functional benefits are further strengthened by the ability of fashion renting to meet consumers’ desire for variety and a refreshing change in their wardrobes (Armstrong et al., 2016; Dovalienė & Salciute, 2024; Helinski & Schewe, 2022; Song & Wu, 2024; Westerberg & Martinez, 2023). Moreover, rental services enable consumers to regularly access a wide range of clothing choices (Bodenheimer et al., 2022; Petänen et al., 2024), serving as an external motivator that positively influences their overall evaluation of the rented products and services (Chi et al., 2023b; Song & Wu, 2024; Ulrich et al., 2024). Fashion renting further enhances product satisfaction by aligning with consumers’ quality preferences (Helinski & Schewe, 2022; Song & Wu, 2024) and offering a “test-drive” opportunity for certain fashion items to avoid regrettable purchases (Armstrong et al., 2015).

4.2.2. Barriers to Fashion Renting

The most relevant barriers for fashion renting resulting from the analysis of the existing literature can be categorized as follows: Lack of ownership, hygiene and contamination concerns, unpleasant customer services, social concerns, distrust toward providers, unsatisfactory product performance, and financial concerns.

Lack of ownership has emerged as the most frequently cited barrier to fashion renting (McCoy & Chi, 2022; Moeller & Wittkowski, 2010; Savelli et al., 2024; Seo et al., 2023), largely because the model emphasizes product usage over possession. Many consumers perceive renting as a waste of money compared to purchasing (Lang, 2018; Lang & Joyner Armstrong, 2018a). Ownership, by contrast, offers individuals a sense of control, social status (Becker-Leifhold, 2018), and a means of self-expression through the fashion items they own. It also carries emotional significance, often serving as a tool for memory preservation (Gyde & McNeill, 2021). Although renting allows consumers to explore a broader variety of styles, it may also increase their attachment to certain garments, leading to a desire to own them for extended periods (Lang & Joyner Armstrong, 2018b; Muylaert et al., 2024), especially those with which they have formed emotional connections (McNeill & Venter, 2019; Mukendi & Henninger, 2020; Muylaert et al., 2024; Park & Joyner Armstrong, 2019b). Additionally, the absence of long-term ownership can make it difficult to reliably recreate preferred outfits (Jain et al., 2023; Johnson & Plepys, 2021).

Hygiene and contamination concerns are found to be a major barrier for consumers who prioritize sanitation when considering fashion rental services. These concerns often stem from a lack of transparency surrounding how rented garments are cleaned and maintained (Brand et al., 2023; Lang, 2018). Items previously worn by others may be viewed as less desirable, as they are seen to carry a potential risk of contamination (Bodenheimer et al., 2022; Grilló-Méndez et al., 2024; N. L. Kim & Jin, 2020). This perceived risk can lead to discomfort, unease, and reluctance to engage in fashion renting (Baek & Oh, 2021; Gyde & McNeill, 2021; Mukendi & Henninger, 2020). As a result, hygiene-related concerns can significantly reduce consumer interest and trust in fashion rental platforms (N. L. Kim & Jin, 2020; Themadjaja & Gunadi, 2023; Wei & Wang, 2024). For individuals who see themselves as particularly susceptible to illness, the fear of exposure through shared clothing reinforces their decision to avoid fashion rentals, especially if they adhere to strict hygiene standards (Jain et al., 2023; Park & Lee, 2022).

Unpleasant customer service is another factor that can deter consumers from engaging in fashion rental services. Concerns often arise around the technical requirements and the time and effort required to navigate the rental process (Armstrong et al., 2015). When procedures are unclear, consumers may hesitate to participate, especially if they are concerned about being held accountable for damages (Bodenheimer et al., 2022; Herold & Prokop, 2023; Mukendi & Henninger, 2020). Other common issues include delayed deliveries (Gyde & McNeill, 2021), limited stock of desired items that fails to meet consumer expectations (Johnson & Plepys, 2021; Lang et al., 2020; Mukendi & Henninger, 2020; Westerberg & Martinez, 2023), and return processes that are seen as cumbersome or inconvenient (McKinney & Shin, 2016; Mukendi & Henninger, 2020). A lack of clear and accessible information about how the rental system works further contributes to consumer reluctance (Westerberg & Martinez, 2023).

Social concerns also significantly influence the limited acceptance and diffusion of fashion renting (Lang, 2018; Lang et al., 2019; Lang & Zhang, 2024). A major concern lies in how renting affects an individual’s social identity (Khitous et al., 2022). Traditionally, renting has been linked to lower socioeconomic status, which can lead to assumptions about an individual’s financial well-being. Because of this, some consumers worry that rented clothing may harm their self-image or undermine their personal identity (Ahmed et al., 2024; Grilló-Méndez et al., 2024; Jain et al., 2023; Sörum & Gianneschi, 2023). Such perceptions are often fueled by the fear of negative judgment or embarrassment in social circles (Kala & Chaubey, 2024; Lang et al., 2019). The desire to maintain or elevate social status, often described as the need to “save face”, can further discourage consumers from engaging with fashion renting (Wei & Wang, 2024). Moreover, the temporary nature of renting, as opposed to owning, can create feelings of insecurity or emotional distance for some consumers (Ahmed et al., 2024).

Distrust toward providers has been recognized as an obstacle to the adoption of fashion rental services (Armstrong et al., 2015; Grilló-Méndez et al., 2024; Gyde & McNeill, 2021; Henninger et al., 2022; Lang et al., 2020). Uncertainty during key stages of the transaction, especially the post-payment phases, is often a source of heightened concern for consumers (S. Hu et al., 2019; Lang et al., 2020). This is particularly true for first-time renters, who may feel uneasy due to limited or unclear information about the items and the companies offering them (Mukendi & Henninger, 2020). Trust becomes especially critical when using online rental platforms, where the inability to physically inspect products can amplify consumer hesitation (Brand et al., 2023; Dovalienė & Salciute, 2024). In the case of luxury fashion rentals, these concerns are often magnified, with consumers questioning the product’s authenticity and feeling anxious about the consequences of accidental damage (S. Hu et al., 2019).

Unsatisfactory product performance represents another key barrier to the wider adoption of fashion renting. This concern typically relates to dissatisfaction with product performance. This issue often centers on doubts about the quality, condition (Dovalienė & Salciute, 2024; S. Hu et al., 2019; Jham et al., 2023; Lang, 2018; Muylaert & Maréchal, 2022), fit, and comfort of rented garments (Jham et al., 2023; Lang et al., 2020; Muylaert et al., 2024). A major factor behind these concerns is the predominantly online nature of fashion rental services, which restricts consumers from physically examining items before committing. Without the opportunity to touch fabrics, assess workmanship, or try on clothing for proper fit, customers may question whether the items will meet their functional needs and style preferences (Grilló-Méndez et al., 2024; Lang et al., 2019). This uncertainty can ultimately discourage consumers from using fashion rental platforms.

Financial concern is another significant barrier to the broader acceptance of fashion renting (Armstrong et al., 2016; Jham et al., 2023), largely due to consumers’ fear of potential monetary loss (Grilló-Méndez et al., 2024; Kala & Chaubey, 2024). Many question whether the rental cost justifies the short-term use of the items, often viewing the price as disproportionate to the value received (Bodenheimer et al., 2022; Westerberg & Martinez, 2023). This perceived cost–benefit imbalance can make fashion rental less attractive or economically viable. Moreover, financial uncertainty may prevent consumers from fully enjoying the rental experience (Lang, 2018), especially when rented items fall short of expectations, further intensifying the sense of financial risk (Lang et al., 2019).

4.2.3. Role of Culture in Fashion Renting

Culture significantly influences consumer behavior, shaping how individuals develop attitudes and react to the same experience or offering (J. Kim et al., 2013). As a framework of shared values and norms, culture helps determine how people interpret and interact with fashion rental services. Several studies have explored how cultural context impacts consumers’ participation in fashion renting (Lang et al., 2019; S. H. Lee & Huang, 2020a). Pattberg (2009) broadly categorized America and Europe as representative of Western culture, while identifying Asia as Eastern culture, with Oceania largely aligning with Western norms. These cultural categories differ in the values and social expectations they emphasize, as originally outlined by Hofstede (1980), which may lead to distinct consumer responses toward fashion renting across regions.

Among the 69 studies examining fashion rental consumption, 50 were conducted in Western countries. A cross-cultural analysis of both the benefits and barriers to fashion renting was undertaken to highlight cultural differences. Across both cultural contexts, the top three benefits were consistent: hedonic benefits, financial and economic advantages, and social identity and interaction (Figure 10). However, distinctions emerged beyond these shared drivers. In Western cultures, environmental benefits were emphasized more than product-related and utilitarian benefits. Conversely, in Eastern cultures, utilitarian benefits were perceived as more important than environmental considerations and product benefits.

When comparing the barriers to fashion renting (Figure 11), the differences between Western and Eastern cultures become more pronounced. In Eastern cultures, social concerns, such as fear of judgment or loss of face, are significant barriers, reflecting the influence of collectivist values (Hofstede, 1980). In contrast, consumers in Western cultures are more likely to view the lack of ownership as the primary obstacle. Hygiene and contamination concerns are shared across both cultural contexts and are consistently cited as important considerations when renting fashion items. Unpleasant customer service experiences have been reported as a deterrent primarily among Western consumers, while they appear to have less impact on Eastern cultures. Conversely, financial concerns are a more prominent barrier for consumers in Eastern countries compared to their Western counterparts.

4.2.4. Theoretical Underpinnings of Fashion Renting Consumption

The review of fashion renting studies identified a diverse range of theoretical foundations, with a predominant reliance on the Theory of Planned Behavior (Becker-Leifhold, 2018; Chi et al., 2023a; Lang & Joyner Armstrong, 2018b; McCoy & Chi, 2022; Pham et al., 2021; Ramtiyal et al., 2023; Savelli et al., 2024; Tu & Hu, 2018) and the Theory of Reasoned Action (Ahmed et al., 2024; Jham et al., 2023; Kala & Chaubey, 2024; S. H. Lee & Huang, 2020a, 2020b; S. H. N. Lee & Chow, 2020; Mishra et al., 2020; Myin et al., 2022; Setiawan et al., 2022). Other frequently employed theories included Technology Acceptance Theory (Cui & Bai, 2019; Park & Lee, 2022; Pham et al., 2021; Tri et al., 2021; Tu & Hu, 2018), Expectancy–Value Theory (Ahmed et al., 2024; S. H. N. Lee & Chow, 2020; Seo et al., 2023; Setiawan et al., 2022), the Theory of Customer Value (Lang et al., 2020; Noe & Hyun, 2023; Petänen et al., 2024), and Practice Theory (Mukendi & Henninger, 2020; Muylaert & Maréchal, 2022; Ulrich et al., 2024).

Figure 12 illustrates a visual framework that integrates individual-level cognitive-behavioral theories (TRA/TPB, TAM, EVT, and TCV) with social-cultural theories (Practice Theory) to explain how consumers decide to engage in fashion rental intention and behaviors.

Most studies investigating fashion rental consumption have employed either the Theory of Reasoned Action (TRA) (Ajzen & Fishbein, 1980) or the Theory of Planned Behavior (TPB) (Ajzen, 1991). The Theory of Reasoned Action (TRA) suggests that an individual’s intention to perform a behavior is primarily influenced by two components: their attitude toward the behavior and the perceived social pressure to engage in it (Ajzen & Fishbein, 1980). Attitudes are formed based on beliefs about the likely outcomes of behavior, whereas subjective norms arise from an individual’s perception of others’ expectations and their willingness to conform to those expectations (Ajzen & Fishbein, 1980). Fashion rental consumption often reflects not only basic needs but also social and lifestyle aspirations (Niinimäki, 2010), making the TRA relevant for exploring sustainable behavior. However, to address the limitations of the TRA, Ajzen (1991) expanded the model into the Theory of Planned Behavior (TPB) by incorporating the concept of perceived behavioral control. This addition reflects an individual’s belief in their capability to carry out a specific action. In the context of fashion renting, these components—attitude, subjective norms, and perceived behavioral control—have been widely studied in the existing literature as predictors of consumer intention and behavior (Becker-Leifhold, 2018; Chi et al., 2023a; Lang & Joyner Armstrong, 2018b; McCoy & Chi, 2022; McCoy et al., 2021; Pham et al., 2021; Ramtiyal et al., 2023; Savelli et al., 2024; Tu & Hu, 2018).

The Technology Acceptance Model (TAM) posits that individuals’ beliefs about a technology system influence their attitudes, subsequently shaping their behavioral intentions. In the context of fashion renting, the TAM provides a valuable framework to understand consumers’ willingness to engage in digital rental platforms. Given the fashion rental model’s strong dependence on digital platforms like websites and apps, researchers have applied the TAM to explore how consumers evaluate the convenience, efficiency, and simplicity of using these services. The two most widely examined factors within the TAM are perceived usefulness (PU) and perceived ease of use (PEOU), which subsequently affect intentions and further behaviors related to renting (e.g., Cui & Bai, 2019; Pham et al., 2021; Tri et al., 2021; Tu & Hu, 2018).

The Expectancy–Value Theory (EVT) posits that individuals make decisions based on their expectations of a behavior’s outcomes and the value they place on those outcomes (Eccles & Wigfield, 2002). Expectancy refers to the belief that a specific action will result in a desired outcome, while value reflects how much that outcome matters to the individual (Fishbein & Ajzen, 1975). Unlike the TPB and TRA, EVT centers on individual decision-making based on personal expectations and values, placing less emphasis on external social influences like peer pressure or societal norms. In the context of fashion rental consumption, the EVT serves as a valuable framework for understanding how consumers evaluate the potential benefits and costs of renting clothing, based on their expectations and the perceived value of the experience. Many studies have employed the concepts of expectancy and value to investigate consumers’ willingness to participate in fashion renting (Ahmed et al., 2024; S. H. N. Lee & Chow, 2020; Seo et al., 2023; Setiawan et al., 2022).

The Theory of Customer Value (TCV) has also been widely applied to explore customer motivations and concerns in the context of fashion renting (Baek & Oh, 2021; Lang et al., 2020; Noe & Hyun, 2023; Petänen et al., 2024). According to this theory, purchase decisions are driven by a perceived trade-off between the benefits gained and the costs incurred (Zeithaml, 1988). This framework aligns with the motivations behind fashion renting, as consumers often weigh financial, social, and emotional benefits against potential risks, such as financial or social risk, to determine whether renting offers greater value than buying clothing.

Practice Theory has been used to examine consumer intentions toward fashion renting through the lens of everyday routines and social practices (Mukendi & Henninger, 2020; Muylaert & Maréchal, 2022; Ulrich et al., 2024). Unlike solely focusing on individual attitudes or motivations, Practice Theory provides a unique perspective by highlighting how behaviors are shaped by habitual actions and shared cultural norms. In the fashion rental context, these practices become part of routinized behavior, reflecting more than just personal choice. Thus, renting clothing can be seen as embedded in broader social dynamics, such as sustainability values, fashion trends, and economic factors that influence consumer behavior.

4.3. Thematic Analysis of Fashion Rental Business Studies

The findings examine the current state of the fashion rental market and highlight the key success factors and challenges faced by fashion rental businesses.

4.3.1. The Fashion Rental Market

Fashion rental businesses typically follow two primary revenue models (Amasawa et al., 2025; Arrigo, 2021): membership or subscription-based renting (Pedersen & Netter, 2015) and pay-per-use rentals (Johnson & Plepys, 2021; Petänen et al., 2024; Wänström et al., 2025). In the subscription-based model, consumers pay a recurring membership fee on a monthly, biannual, or annual basis that allows them access to a specific number of items to borrow for a set period. On the other hand, the pay-per-use model provides consumers with the flexibility to rent individual items on a one-time basis, allowing access to occasional or bulky garments without the long-term commitment or expense of a subscription.

Fashion rental businesses primarily target young female consumers, who are also the focus of most studies examined (Herold & Prokop, 2023; Jain et al., 2023; McNeill & Venter, 2019; Pedersen & Netter, 2015; Ritch & Siddiqui, 2023; Seo et al., 2023). This demographic is particularly open to the idea of fashion renting, as it aligns with their desire for variety, adapts to changes in personal style and body fit, and often resonates with their sustainability values (Ritch & Siddiqui, 2023).

Luxury and designer brands represent the most extensively studied and most popular product category in the fashion rental market (Arrigo, 2021; Jham et al., 2023; Kirezli & Tuzcu, 2024; Mishra et al., 2020; Pantano & Stylos, 2020; Ruan et al., 2022; Westerberg & Martinez, 2023). This category typically includes formal high-end dresses, classic styles, and garments valued for their durability and quality. However, everyday clothing, such as men’s office shirts (S. H. N. Lee & Chow, 2020; Ulrich et al., 2024) and occasion-specific items like travel wear, outerwear for special activities, and party dresses (Mukendi & Henninger, 2020) are also becoming increasingly popular among both consumers and researchers.

4.3.2. Success Factors for Fashion Rental Businesses

Reviews of the literature identified five main factors leading to the success of the fashion renting business. They are effective operations, external partnerships, product assortment and inventory management, effective marketing, and supportive government policy.

Effective operations are crucial to the success of fashion rental businesses. Timely and attentive customer service plays a vital role in boosting consumer satisfaction and fostering customer retention (Adam et al., 2018; Clube & Tennant, 2020; Laudien et al., 2023; McGowan & Conlan, 2023; Zhang & Liou, 2021). Moreover, a reliable laundry management system is essential to uphold hygiene standards, addressing consumer concerns about cleanliness (S. H. N. Lee & Chow, 2020). Another crucial element of operational success is a user-friendly website interface. For instance, users should be able to effortlessly locate and navigate information with well-organized and clearly structured content across all web pages (S. H. N. Lee & Chow, 2020; Petänen et al., 2024).

Establishing external partnerships is another vital aspect contributing to the success of fashion rental businesses as identified in the literature (Arrigo, 2021; Ricchiardi & Bugnotto, 2019). These partnerships enable companies to access key resources by working with third parties (Adam et al., 2018). For example, fashion rental platforms can collaborate with influencers or celebrities to increase their market presence and reach new audiences through established fanbases. Furthermore, the long-term success of these businesses hinges on building and maintaining strong relationships with a wide array of stakeholders, such as suppliers, cleaning services, and logistics providers (Arrigo, 2023; Kirezli & Tuzcu, 2024; Ricchiardi & Bugnotto, 2019). Collaborations with fashion brands or direct interactions with designers can also help secure varied and attractive products (Bodenheimer et al., 2022; Kirezli & Tuzcu, 2024; McGowan & Conlan, 2023; Pedersen & Netter, 2015; Wänström et al., 2025).

Product assortment and inventory management play a crucial role in the success of fashion rental businesses. Streamlining inventory management, such as reducing the processing time for each garment through efficient sorting, cleaning, and stock handling, can reduce operational costs and improve customer satisfaction (Gyde & McNeill, 2021; McGowan & Conlan, 2023; Zhang & Liou, 2021). Additionally, providing a diverse and attractive product range is key to attracting and retaining customers, as it increases the chances of meeting varying consumer preferences (Battle et al., 2018; Pedersen & Netter, 2015; Ritch & Siddiqui, 2023). Quality control is also essential, ensuring that garments meet customer expectations and contribute to a positive rental experience (Coscieme et al., 2022).

Effective marketing is also essential for enhancing the visibility of fashion rental businesses and expanding their consumer bases. Given the widespread use of social media, many marketing strategies focus on leveraging these platforms to communicate the company’s mission, objectives, and offerings (Laudien et al., 2023; Wänström et al., 2025). Encouraging user-generated content, such as offering discounts or rewards for consumers who share their rented fashion items online, can significantly increase brand exposure and engagement (Laudien et al., 2023). Furthermore, maintaining strong communication with consumers helps to increase consumer satisfaction and foster long-term loyalty (McCoy & Chi, 2022; Ritch & Siddiqui, 2023).

Supportive government policy is another important factor in fostering the growth of fashion rental businesses. Policies that offer benefits, such as tax reductions on maintenance activities, value-added tax (VAT) exemptions for rental companies, or financial incentives for startups promoting the extended use of clothing and textiles, can significantly contribute to business success (Coscieme et al., 2022). Moreover, government-facilitated networks and partnerships with industry stakeholders can promote knowledge sharing and increase awareness of available resources and support programs tailored to fashion rental (Multala et al., 2022).

4.3.3. Challenges Faced by Fashion Rental Businesses

Current fashion rental businesses are navigating a range of operational challenges. The review highlighted four key areas of concern: business operation, inventory management, consumer acquisition and retention, and financial issues.

Challenges in business operations remain a significant concern for fashion rental companies. A major concern is the loss of rental items through damage or theft (Alcayaga et al., 2021; Amasawa et al., 2023; Henninger et al., 2022; Petersen & Riisberg, 2017). Unlike traditional retail, fashion rental services require two-way logistics; garments must be shipped to customers and returned efficiently, which adds complexity and cost to transportation and delivery processes (Amasawa et al., 2025; Arrigo, 2023; Coscieme et al., 2022). Moreover, effective human resource management is essential to oversee critical functions such as order processing, delivery coordination, and inventory control (Pedersen & Netter, 2015).

Inventory management poses a significant challenge for fashion rental businesses. One of the main difficulties is building and maintaining a diverse and appealing selection of garments that can attract and retain customers (Battle et al., 2018; Gyde & McNeill, 2021; Johnson & Plepys, 2021; Petersen & Riisberg, 2017). However, inventory naturally loses its appeal over time, as garments become outdated or show signs of wear, reducing their desirability (Bodenheimer et al., 2022; Kirezli & Tuzcu, 2024; McGowan & Conlan, 2023; Wänström et al., 2025). Because many consumers rent clothing to access the latest fashion trends, rental companies face ongoing pressure to refresh their collections, which can increase operational costs. Another challenge involves handling garments that have reached the end of their usable life. Garment pieces, after repeated use, are no longer suitable for rental. (Battle et al., 2018). Maintenance also plays a critical role, requiring consistent efforts to keep clothing clean, presentable, and in good condition for repeated circulation (Battle et al., 2018; Bodenheimer et al., 2022; Gyde & McNeill, 2021; Kirezli & Tuzcu, 2024; Petersen & Riisberg, 2017).

Consumer acquisition and retention remain a major challenge for fashion rental businesses (Bodenheimer et al., 2022; Kirezli & Tuzcu, 2024; O. Lee et al., 2021; Mu & Li, 2021; Ramtiyal et al., 2023; Ricchiardi & Bugnotto, 2019). As the rental model is still emerging within the broader fashion landscape, raising awareness among potential consumers is a fundamental obstacle. While many companies explore multiple marketing strategies during their early stages, the cost of acquiring new customers is often exceptionally high (Bodenheimer et al., 2022). Additionally, because fashion renting is still a relatively unfamiliar concept to many, building mutual trust between businesses and consumers can be difficult (Gyde & McNeill, 2021; Petersen & Riisberg, 2017), making it even more challenging to secure long-term loyalty and engagement.

Financial issues represent a significant hurdle for fashion rental businesses. A major challenge lies in the substantial upfront investment needed to establish a compelling and varied inventory, which involves considerable financial risk (Arrigo, 2023; Wänström et al., 2025). Additionally, high operational costs, particularly shipping and handling, combined with tight profit margins, often result in slow returns on investment (Arrigo, 2023; Mu & Li, 2021). Thus, fashion rental businesses rely on long-term funding and face ongoing difficulties in reaching profitability (Gyde & McNeill, 2021). These challenges are further compounded when inventory levels fall short of meeting consumer demand, leading to lost sales opportunities and decreased customer satisfaction (Mu & Li, 2021; Zhang & Liou, 2021).

5. Discussion and Implications

This study aimed to achieve two main objectives: (1) to synthesize existing research on fashion rental consumption and business practices by examining the primary drivers and obstacles for consumers, along with the operational challenges and success factors influencing rental businesses; and (2) to propose avenues for future scholarly exploration in this field.

Regarding the first objective, the analysis reveals a fragmented body of literature, reflecting diverse perspectives from both consumer behavior and business operations. The findings demonstrate that research on fashion renting is dispersed across a wide range of academic journals (45) and books (6), underscoring a lack of cohesion in the field. Nonetheless, this study offers a unique contribution by presenting a comprehensive overview of the main barriers and opportunities associated with fashion rental consumption, while also shedding light on the core difficulties and success factors for fashion rental businesses. Descriptive analysis indicates a growing academic interest in fashion renting, particularly since 2010, with a notable surge in publications beginning in 2018 (Figure 2). Most of the reviewed studies were published between 2015 and 2025, with a peak in 2023, suggesting that this topic continues to attract increasing attention. Sustainability and the Journal of Fashion Marketing and Management emerged as the most prominent publication venues, reflecting the interdisciplinary nature of this research area. Geographically, a significant quantity of research originated from academics based in the United States, reflecting the country’s prominent influence in circular fashion (Statista, 2024), followed by notable contributions from European countries. This geographic concentration suggests a need for more research contributions from Asia and Oceania to provide a more comprehensive and globally representative understanding of the topic.

From a consumer perspective, 69 studies focused on benefits and barriers to fashion renting. These studies predominantly examined the factors that drive individuals, especially younger consumers (e.g., Gen X and Gen Z), to participate in fashion rental services (e.g., Herold & Prokop, 2023; Jain et al., 2023; Pedersen & Netter, 2015; Ritch & Siddiqui, 2023; Seo et al., 2023). However, there remains a notable gap in research exploring generational differences beyond younger consumers, as well as limited comparative studies across countries (e.g., Lang et al., 2019; S. H. Lee & Huang, 2020a). In contrast, the business-oriented perspective remains underexplored. Fewer studies (26 out of 95) have addressed operational and strategic challenges faced by fashion rental businesses, with the majority of these conducted in European countries, particularly Germany, Italy, and the UK. The business-focused research has identified and organized five themes related to success factors and four themes concerning challenges. This imbalance underscores the need for further empirical and conceptual exploration into the business dynamics of fashion renting.

The principal insights and contributions of this study are both theoretical and managerial. From a theoretical standpoint, this research advances the academic understanding of fashion renting by identifying the current state of the field through the analysis of the existing literature. It contributes to the development of fashion renting scholarships by providing a comprehensive and structured overview of the topic. This study integrates two core areas of focus—consumer behavior and business operations—into a cohesive framework, providing a deeper and more thorough understanding of the field than has been offered before. Specifically, the study outlines the benefits and barriers faced by consumers and the success factors and challenges encountered by fashion renting businesses. It also identifies existing gaps in the literature and suggests clear directions for future research. By examining empirical studies within the fashion sector, this review provides valuable theoretical insights into an industry that plays a major role in global consumption and environmental impact. Given fashion’s influence and its potential for transformation, understanding the dynamics of fashion renting within this sector can inform broader efforts toward circular economic practices, potentially serving as a model for other industries aiming to become more sustainable.

From a managerial perspective, the findings offer valuable insights for fashion rental businesses. These businesses can enhance their competitiveness by strategically applying the key success factors and consumer benefits identified in the study. For example, offering a convenient rental and return process, providing more affordable product options, and expanding the variety of fashion items can significantly increase consumer appeal. By aligning their service offerings with consumers’ expectations and values, fashion rental platforms can strengthen customer engagement and loyalty. Addressing consumer concerns about fashion renting, such as hygiene, fit, and quality, is also essential for expanding market reach and fostering trust. Transparent communication, user-friendly return policies, and flexible subscription models can help overcome resistance and foster long-term trust.

Additionally, to support the broader adoption of sustainable fashion practices, the study emphasizes the need for policy-level action and systemic support. Government agencies and policymakers play a crucial role in shaping an enabling ecosystem for circular fashion by establishing supportive regulatory frameworks. These may include incentives such as tax reductions and low- or zero-interest business grants aimed at encouraging the development of circular fashion systems. Such policy measures not only reduce barriers to entry for smaller fashion enterprises but also promote greater industry-wide participation in sustainability initiatives, ultimately accelerating the transition toward a more circular, inclusive, and environmentally responsible fashion economy.

6. Conclusions and Limitations

This review study on fashion renting consolidates the most significant and pertinent academic studies, highlighting key sources, prevalent research methodologies, recurring benefits and barriers for consumers, core theoretical frameworks, and success factors and challenges faced by fashion rental businesses. It organizes the findings into two main categories, offering a comprehensive overview of current scholarly discourse. A visual mapping of the literature (Figure 13) reveals six key motivating benefits and seven significant barriers influencing consumer participation in fashion renting. From a fashion rental business standpoint, five success factors and four critical challenges were identified as shaping the evolving fashion rental landscape. This review represents the first attempt to synthesize the literature from both the consumer and business perspectives of fashion renting. The findings provide a comprehensive understanding of market dynamics, shedding light on the key factors that support the sustainability of fashion rental businesses as well as the challenges they face. This complexity highlights the need for more well-informed strategies and targeted interventions to foster the development of a resilient and sustainable fashion rental ecosystem. Notably, the study reveals a structural imbalance in the sector, with a greater emphasis on consumer behavior, while business operations and strategic development receive comparatively less scholarly attention.

6.1. Research Gaps and Future Trends

Based on the findings of this review study, several research gaps have emerged. A significant portion of existing studies on consumer perceptions and engagement with fashion renting have been grounded in the Theory of Planned Behavior (e.g., Becker-Leifhold, 2018; Chi et al., 2023a; Lang & Joyner Armstrong, 2018b; McCoy & Chi, 2022; Pham et al., 2021; Ramtiyal et al., 2023; Savelli et al., 2024; Tu & Hu, 2018) or the Theory of Reasoned Action (e.g., Ahmed et al., 2024; Jham et al., 2023; Kala & Chaubey, 2024; S. H. Lee & Huang, 2020a, 2020b; S. H. N. Lee & Chow, 2020; Mishra et al., 2020; Myin et al., 2022; Setiawan et al., 2022). This theory has proven particularly relevant for examining fashion renting, as it helps uncover psychological antecedents influencing consumer behavior. Future research could extend beyond existing frameworks to investigate how consumers engage in fashion renting as a way for consumers to communicate their personal values and social identity. Incorporating perspectives from identity theory and related frameworks may offer deeper insight into the symbolic and self-expressive dimensions of rental behavior.

While the existing literature has primarily concentrated on the behavior of renting fashion items, it has largely overlooked the influence of consumer–brand relationships. Future research could examine how factors like brand loyalty and perceived brand authenticity shape consumer engagement in fashion renting. Moreover, current studies tend to focus predominantly on younger female consumers, leaving a significant gap in understanding how attitudes and behaviors toward fashion renting differ across age groups, genders, and cultural backgrounds. To address this gap, future investigations should adopt a more inclusive lens by exploring variations across generational cohorts or genders. Comparative studies across generations and genders could yield valuable insights into how intention, attitudes, and adoption patterns vary among various consumer segments.

Geographically, most existing studies have been conducted in European and North American contexts, followed by Asian nations, while other regions remain significantly underexplored. This presents a valuable avenue for future inquiry. There is a growing need for more inquiry in regions like Africa and South America, which comprise primarily underdeveloped and developing countries (Figure 4). Populations in these regions may particularly benefit from the financial advantages of fashion renting, suggesting substantial potential for market growth. In addition, exploring how cultural norms and values influence the acceptance, usage, and perception of fashion renting across diverse geographic regions can further enrich the literature and enhance its global relevance.

Moreover, another promising avenue is to explore how fashion renting influences conventional buying habits, particularly whether participation in renting alters consumers’ purchasing behavior regarding new fashion items. Understanding this relationship is critical for assessing the potential of renting to contribute meaningfully to sustainable consumption goals. In addition, while much of the current literature emphasizes consumer intentions, future studies should shift toward the actual renting behavior and bridge the gap between consumers’ stated willingness to rent fashion and their actual rental behavior.

From a business perspective, future research on fashion renting should investigate the role of emerging technologies in supporting the growth and sustainability of rental business models. Innovations such as blockchain, artificial intelligence (AI), and advanced digital platforms offer significant potential to improve transparency, build consumer trust, and streamline operations. For instance, blockchain can be used to verify authenticity and track the lifecycle of rental garments, while AI can assist in areas like predicting demand, adjusting prices in real-time, and tailoring services to individual consumer preferences.

Additionally, previous studies on fashion renting businesses have been limited by the absence of a robust theoretical framework. Future research would benefit from incorporating well-established theories, such as the resource-based view, which is frequently used to identify the internal assets that drive a firm’s competitive advantage (McWilliam & Siegel, 2011), to gain deeper insight into the strategic dynamics and long-term viability of fashion rental models.

Another key area for future research involves the assessment of hybrid business models, such as combining rental services with resale options or offering rent-to-own alternatives. Investigating how these blended approaches affect customer engagement, brand loyalty, and business sustainability can offer meaningful guidance for businesses looking to expand and diversify their revenue streams. On the operational side, fashion rental businesses encounter numerous logistical and infrastructural challenges that warrant deeper academic investigation (Arrigo, 2021). These include managing inventory, garment care, shipping, returns, and the complexities of reverse logistics (Amasawa et al., 2025; Arrigo, 2023; Battle et al., 2018; Bodenheimer et al., 2022), all of which are vital for maintaining a seamless and cost-effective circular system. Comparative studies across successful fashion rental companies or different geographic markets could further highlight effective strategies and scalable operational models.

Moreover, it is essential to uncover the critical factors that drive the long-term sustainability and profitability of fashion rental enterprises. Future research could delve into how strategic elements such as market positioning, unique value offerings, and effective customer acquisition approaches influence success within targeted market segments. Analyzing rental models through the frameworks of human, social, and financial capital (Omri et al., 2015) can offer a more holistic view of the internal capabilities and external relationships that shape business outcomes. These business-oriented inquiries will enhance our understanding of how fashion rental models can evolve from emerging concepts into viable, resilient, and competitive alternatives within the wider fashion landscape.

6.2. Limitations

Despite employing a rigorous review method, several limitations remain. The analysis was restricted to studies related to fashion rental consumer behavior and fashion rental businesses, based on an intensive search of Google Scholar and Scopus databases. To ensure methodological consistency and reliability, only peer-reviewed journal articles and book chapters were included. Future reviews may benefit from incorporating a broader range of sources, such as conference proceedings and industry reports. In conclusion, the fashion industry is undergoing significant evolution, with fashion rental systems adapting to shifts in consumer values, growing sustainability demands, and technological advancements. It is expected that this review will serve as a solid foundation for scholars seeking to explore and expand research in this dynamic and relevant area.