Clothes rental companies are a quick fashion response, but why do you rarely work?
he Wrapping It can reduce the strong environmental impact of the fashion industry, but so far, business models have not succeeded in this practice very well. A recent study and leadership of researchers from Chalmers Technology University (Sweden) has deprived the measures that you can take Her rental success.
Researchers expect their conclusions Important benefits For the ecology of the sector. The fashion industry is one of the most polluted sectors in the world and can represent up to 10 % of global greenhouse gas emissions.
In Sweden, More than 90 % of the climate effect of clothes It is associated with the purchase of new production elements. Previous investigations from Chalmers showed that the production of new clothes represents 70 % of Climate From the Swedish throughout their life cycle.
The Europeans ignore 16 km of clothes per person per year
In the European Union Seven million are eliminated every year Of many clothes, about 16 kg per person. In the United States, the average American generates 37 kilograms of fabric waste annually. The researchers believe in the new study that there are great potential for environmental benefits thanks to reducing clothing purchases and expanding the use of current clothes, especially if it can be done. There is no additional displacement The car for consumers.
Researchers from Chalmers Technology University, Porses University and Al -Soulaliya Research Institute in their new studies were examined by the success of alternative and more sustainable business models for Clothing. “Many people have clothes hanging in the cabinet that rarely or never wear. More sustainable consumptionFerida Lind, Professor Chalmers and one of the study researchers, says.
The researchers analyzed nine Swedish companies, either they tried and failed, or in a phase Create a sustainable clothing rental company. The study identified three main business models for clothes:
he Belonging It allows customers to make partners and borrow clothes for a certain period of time, similar to those in the library. with Subscription formCustomers pay a monthly fee to rent a certain number of clothes. These startups expand their operations and attract risk capital.
With an individual rental model, companies provide specific types of clothes for rent, often with other equipment, such as Outdoor clothes Skiing equipment matching.
Why do clothes rental companies suffer from financial problems
Researchers who were interviewed Founders, managers and other main persons From each company about its commercial success. “What caught our attention was that it was difficult for them to make their business profitable. Many of them had to end their investments for various reasons.”
The researchers noticed this, although customers are ready Wrapping This way, there were other challenges Corporate profitability hindered. “Recalling clothes involves many steps in which you have to treat and examine each dress before renting it again, which takes some time,” says Lind.
“Companies suffer from problems with High storage costsLogistics and washing. Especially in the case of subscription models, there were also difficulties in obtaining the capital of risk and the ability to stay financially during the first phase of the company’s construction. ”
The clothes outlets work better for rental companies
Researchers discovered this Some business models have done better From others. The companies that focused on a particular market, such as external clothes, were more successful and were more sustainable. “They seem to have found their position and saw that There is a specific need “For the customer is ready to pay every time he needs to wear such clothes,” says Lind.
The researchers also examined How companies have created the value of cooperation With various stakeholders and concluded that some cooperation was of special value. “Rental companies that have been closely cooperated with manufacturers and garments, such as designers with a profile SustainabilityThey have benefited greatly from this, because they can get information about the types of clothes that were the most popular. “
“They also got valuable information about it Clothes quality, For example, if something is frequently broken. Lind asserts that although some study and services companies have not survived, all initiatives that can contribute to the transition to sustainability are important.
At least, it helps to change the situations about the consumption of clothes and increase knowledge about what can work and not. “Our study can be an important contribution to moving towards sustainability Fashion industry“Because it clarifies the possibilities of new business models in this industry,” says Lind.
propaganda“We hope you have an impact on those responsible for decision -making, which needs The basis for establishing financial incentives and motives For a more sustainable fashion industry. “
