Main Article Content
Abstract
The study was conducted to illustrate the burgeoning market for Rental Fashion in India. The clothing rental market provides services through which consumers can rent outfits for a predefined date. The study explores how and why consumer shifts from traditional ownership to new ways of reaching an outfit i.e - rental, recreated, repaired outfits. This trend is partly driven by the young generation's appetite for newness and that's how the rental business model evolved.