Use-oriented Product Service Systems in the Fashion Industry: Understanding Consumers' Perception An Exploratory Study

Mathilde Lundgreen & Nanna Flensberg

Student thesis: Master thesis

Abstract

This paper aims to explore how millennials perceive use-oriented product service systems in the fashion industry. As the fashion industry is widely criticized for its global pollution, it is found to be vital to study these services, which have been acknowledged as sustainable, in order to increase consumer adoption. As studies in this area have not been conducted on millennials, the researchers aim to contribute to this gap in the research. This research paper adopts an exploratory approach using a case study of a group of 12 students attending Copenhagen Business School. Qualitative non-directive and semi-structured interviews were conducted. The findings of this study showed that participants perceived clothing rental services: to be particularly useful for a specific occasion (whilst not for everyday clothing), to lack a financial benefit when renting everyday clothes (whilst being able to save money for specific occasions), to entail some risks including monetary consequences when damaging products and receiving unsatisfactory products, to have similar logistics to online shopping, to have sustainable characteristics, to have high standards for hygiene and to be a social trend. Moreover, participants did not perceive the sharing aspect to be problematic. The findings of this study aim to assist clothing rental services to better meet the needs of the millennial consumers. Due to the limited generalizability of the study’s findings, the researchers suggest various hypotheses for future research which can be used to test the findings of this paper.

EducationsMSc in Business Administration and E-business, (Graduate Programme) Final Thesis
LanguageEnglish
Publication date2020
Number of pages107