Discussing the fashion rental service and the attitude of the Hungarian population towards clothing rental models

Lengyel Lilla (2022) Discussing the fashion rental service and the attitude of the Hungarian population towards clothing rental models. In: No Question: Sustainability is Everyone’s Business V. BBS International Sustainability Student Conference Proceedings. Budapesti Gazdasági Egyetem, Budapest, Magyarország, pp. 80-96. ISBN 978-615-6342-38-6

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Official URL: https://doi.org/10.29180/9786156342386_6

Abstract

As traditional linear business models collapse and sharing economy thrives, it has become clear that the future of fashion is renting. New clothing rental companies are springing up like mushrooms in societies susceptible to innovative, sustainable solutions, in contrast, in Hungary circular business ideas to the textile industry remain somewhat isolated. This paper aims to discuss the clothing rental model, more specifically its functions and potential pitfalls, and examines the attitude of the Hungarian population towards this model. No similar scientific research has been conducted in this question; however greener fashion is in the interest of everyone. Apart from synthetizing related literature and analysing seconder data, my methodology consists of primary research, too: I conducted a survey of 360 people, moreover, an interview was done with the founder of an innovative, Netherlands-based clothing rental start-up, the so-called Palanta to answer my research question “Is Hungary ready to introduce the clothing rental model?” The expected result is no due to Hungarian’s price-sensitivity (H1) and apprehension from used apparel (H2). In order to further investigate the above question and my hypotheses, and to find the most effective ways of popularizing sustainable dressing, a content creator was interviewed. The aim of this research is to provide support to rental businesses pursuing to expand in Hungary by giving information on already operating fashion rental stores abroad and discovering Hungarians’ opinion and the potential problems