Main Article Content
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.