The provision of sustainable business has been increasing in many industries, especially fashion. Many fashion brands start to take action efficiently shifting their business model.
Many entrepreneurs start the renting service to be part of the new system that would focus on addressing the product's lifespan. The clothing renting business is seen to be a breakthrough now. Since the end of ownership would play a significant role to tackle the number of wasteful pieces in everyone’s wardrobe as fashion is such a fast-paced and always changing that it begins to be impossible to keep buying and own the latest trend from the economical aspect.
According to research from Westfield, the rental retail economy is worth around £923 million specifically in the UK. The concept of sustainability from this business starts to make the fashion products more sharable, rental shopping that assures to be likely a potent solution to the industry (Davis, 2018).
Besides, to be more relevant to the audience in society today, short-term let services such as Airbnb and streaming platform, Spotify has made ownership less of a necessity for millennials and Generation Z, which prove the beginning of ownership end, as experiences are more valuable than possessions (The State of Fashion, 2019).