Drivers and barriers to fashion rental for everyday garments: an empirical analysis of a former fashion-rental company

Figures & data

Table 1. Comparison of sociodemographic factors between total sample and interested subgroup of potential Stay Awhile customers, as well as actual Stay Awhile customers.

	Age (years)	Education (share of participants with higher education)	Clothing expenditure (in Euro per month)	Net income (in Euro per month)
Target group	41.4	37%	€75	€2,200
Interested subgroup	39.4	47%	€102	€2,515
Stay Awhile customers	40.7	86%	€105	€4,395

Note: The total representative sample of German women between 20 and 59 years consisted of 1,171 participants, out of which 19.9% (N = 233) could imagine using a rental model in general as well as signing up for a subscription-based rental model such as Stay Awhile. This group of potential customers comprises the interested subgroup. “Education” indicates the percentage of respondents that have a university degree in the respective sample; for Stay Awhile customers, “Education” indicates the percentage of respondents that have at least a university-entrance qualification.

Figure 1. Logos of the two Relenda business models.

Table 2. Comparison of sociodemographic factors between total sample and interested subgroup of potential Kilenda customers, as well as actual Kilenda customers.

	Number of children	Age (years)	Education (share of participants with higher education) (%)	Clothing expenditure (in Euro per month)	Net income (in Euro per month)	Living environment (share living in cities larger than 100,000) (%)
Target group	1.43	37.2	39	€8	€3,145	38
Interested subgroup	1.45	36.7	45	€100	€3,225	42
Kilenda customers	1.74	34.7	66	€93	€4,800	44

Note: The total representative sample of German parents with children aged zero to eight that were involved in the acquisition and selection of their clothing consisted of 1,324 participants, out of which 44.0% (N = 583) could imagine using a rental model in general as well as signing up for a subscription-based rental model such as Kilenda. This group of potential customers comprises the interested subgroup. “Education” indicates the percentage of respondents that have obtained a university degree in the respective sample.

Table 3. Average rating of drivers for fashion rental among interested and not interested subgroups for Kilenda (children) and Stay Awhile (women), as well as active customers.

	Kilenda target group (mean)		Kilenda customers	Stay Awhile target group (mean)		Stay Awhile customers
	Not interested (N = 741)	Interested (N = 583)	(N = 252)	Not interested (N = 938)	Interested (N = 233)	(N = 18)
I would not need to buy clothes I only need once	–	–	–	3.98	4.63	3.72
I can try out new styles and brands without commitment	2.95	3.67	3.37	3.37	4.31	4.22
Renting garments is better for the environment	3.19	4.02	4.39	3.24	4.25	4.61
I avoid buying clothes that are hardly ever worn	3.16	3.87	3.96	3.43	4.21	4.22
I have more variety in my closet	–	–	–	3.13	4.17	4.67
I save money in the long run	2.78	3.62	3.17	2.13	3.08	2.89
By renting garments I can reduce the production of new garments under inhumane conditions	3.10	3.93	4.14	–	–	–

Note: Statements were rated on a 5-point scale from “completely disagree” (1) to “completely agree” (5).

Table 4. Average rating of barriers to fashion rental by interested and not interested subgroups for Kilenda (children) and Stay Awhile (women), as well as inactive/former customers.

	Kilenda target group (mean)		Kilenda customers	Stay Awhile target group (mean)		Stay Awhile customers
	Not interested (N = 741)	Interested (N = 583)	(N = 25)	Not interested (N = 938)	Interested (N = 233)	(N = 24)
The garments could show signs of use	3.46	3.04	1.88	3.60	3.17	1.87
I want to own the clothes, not just rent them temporarily	3.52	2.70	1.96	4.03	3.07	2.46
I (my child) do (does) not want to wear clothes that strangers have worn	2.70	2.07	1.20	3.45	2.47	1.29
Renting clothes is too expensive in the long term	3.59	3.16	3.48	3.59	3.25	2.96
The rental system seems impractical to me	3.35	2.59	2.28	3.34	2.36	2.25
I am afraid of having to pay for possible damages to rented garments	3.65	3.38	1.76	3.95	3.70	2.00
The price/performance ratio is not right for me	3.61	3.20	3.12	–	–	–

Note: Statements were rated on a 5-point scale from “completely disagree” (1) to “completely agree” (5).