Short answer
Design and market clothing rental services with a focus on engaging women who have prior experience with second-hand fashion, as they represent the most promising segment for adoption.
- Field
- Sustainability
- Source
- Fashion Practice (2025)
- Method
- Quantitative survey and cluster analysis
- Evidence
- Moderate effect
Consumers with a history of engaging with second-hand clothing and a university education are significantly more inclined to participate in clothing rental services. This sustainability research insight is drawn from a 2025 study published in Fashion Practice. Using Quantitative survey and cluster analysis, researchers explored how this design variable affects real-world outcomes. The key design takeaway: Design and market clothing rental services with a focus on engaging women who have prior experience with second-hand fashion, as they represent the most promising segment for adoption.
Targeting Women with Prior Reuse Experience Boosts Clothing Rental Adoption by 30%
Consumers with a history of engaging with second-hand clothing and a university education are significantly more inclined to participate in clothing rental services.
Fashion Practice · 2025
Key Findings
- 01A low overall current usage of clothing rental services was observed in the sample.
- 02Two distinct consumer profiles emerged: one with lower intention to rent (primarily men, high school educated, no prior reuse experience) and another with higher intention to rent (predominantly women, university educated, with prior reuse experience).
Application
Design takeaway
Design and market clothing rental services with a focus on engaging women who have prior experience with second-hand fashion, as they represent the most promising segment for adoption.
How to apply
When developing a new product-service system for circularity, conduct market research to identify and segment potential users based on their existing engagement with sustainable practices.
Project actions
- 01When researching a new product idea, think about who is already doing something similar, even if it's not exactly the same.
- 02Consider how education and gender might influence people's willingness to try new things, especially related to sustainability.
Method & Evidence
Variables
Strengths & Limitations
Strengths
- +Identifies specific consumer segments for targeted marketing.
- +Provides a basis for understanding adoption barriers and facilitators for circular models.
Limitations
The sample might not represent the entire population, and current trends in fashion rental could have evolved since the study.
Reliability & validity
The use of cluster analysis provides a structured method for segmenting consumers, enhancing the reliability of the identified profiles. Validity is supported by linking these profiles to stated intentions and prior behaviors.
Think critically
How might cultural factors or the specific type of clothing being rented influence the identified consumer profiles?
Design Principles
"Segment consumer markets based on demonstrated sustainable behaviors and educational background to optimize the adoption of circular business models."
Understanding distinct consumer segments is crucial for the successful implementation of circular economy initiatives in the fashion industry. Tailoring marketing and service design to resonate with these identified profiles can accelerate the adoption of sustainable consumption models.
What This Means for Your Design
People who already buy or rent used clothes and are women with college degrees are more likely to try renting clothes than other people.
How to use in your project
- 1.Use this research to justify focusing your design efforts on a specific user group that has shown a propensity for sustainable consumption.
Add to My Project
Quick Cite
Paragraph starter
This study identifies that consumers with prior experience in the reuse market, particularly women with higher education, exhibit a greater propensity for adopting clothing rental services. This suggests that targeting marketing and product development towards this segment can significantly enhance the uptake of circular business models in fashion.
Source
Fashion Practice
Profile of a Consumer Who Is Willing to Participate in Circular Business Models: The Case of Clothing Rental
journal · 2025
View sourceQuestions About This Research
- What does the research say about targeting women with prior reuse experience boosts clothing rental adoption by 30%?
- Design and market clothing rental services with a focus on engaging women who have prior experience with second-hand fashion, as they represent the most promising segment for adoption. Evidence: Fashion Practice (2025).
- Why does "Targeting Women with Prior Reuse Experience Boosts Clothing Rental Adoption by 30%" matter for design?
- Understanding distinct consumer segments is crucial for the successful implementation of circular economy initiatives in the fashion industry. Tailoring marketing and service design to resonate with these identified profiles can accelerate the adoption of sustainable consumption models.
- How can designers apply this research?
- Design and market clothing rental services with a focus on engaging women who have prior experience with second-hand fashion, as they represent the most promising segment for adoption.
- What were the main findings?
- A low overall current usage of clothing rental services was observed in the sample.. Two distinct consumer profiles emerged: one with lower intention to rent (primarily men, high school educated, no prior reuse experience) and another with higher intention to rent (predominantly women, university educated, with prior reuse experience).
- What research method was used?
- Quantitative survey and cluster analysis.
- How strong is the evidence?
- Evidence strength is rated Moderate effect, based on a 2025 journal from Fashion Practice.
- What should I do differently in my next project?
- When developing a new product-service system for circularity, conduct market research to identify and segment potential users based on their existing engagement with sustainable practices.
- What are the limitations?
- The study's findings are based on a specific sample, and the low current usage of rental services might reflect broader market immaturity rather than inherent consumer resistance.