Collaborative fashion consumption – drivers, barriers and future pathways

Abstract

Purpose The purpose of this paper is to explore the existing literature on CFC together with its relative concepts and discuss the current state of knowledge in the field of alternative apparel consumption. Drivers, barriers and future pathways of CFC – from the business and consumer’s perspective – are extracted, summarized and discussed. By using a holistic approach, this study aims to demonstrate the linkages and interplays among the actors. Helpful implications for the industry and policy makers are derived. Design/methodology/approach A holistic systematic literature review was conducted. More than 2,800 journal articles were reviewed for this conceptual paper, and the ones meeting the search criteria were subjected to a qualitative content analysis. Findings The findings facilitate a better understanding of what enables or prevents CFC from becoming a mainstream consumption approach. The study also examines the sustainability aspects of CFC, discussing both the positive environmental benefits and its negative impacts. Practical implications The results of this study can help businesses, governments and institutions develop more efficient strategies toward promoting sustainability in the fashion industry. Understanding the drivers and barriers of CFC, in addition to the possible sustainability benefits of CFC, can facilitate and accelerate adoption of future business models of CFC. Originality/value CFC is a relatively new concept in the field of academic research. In fact, this study is among the first to explore the interplay of drivers and barriers from both the consumer and industry perspectives. This paper can support further academic and business efforts aimed at promoting CFC.

The Role of Human Resource Management (HRM) for the Implementation of Sustainable Product-Service Systems (PSS)—An Analysis of Fashion Retailers

“…They mistrust the motivation of the provider, are afraid of hidden financial costs and demonstrate concerns about cleanliness and hygiene since clothes are worn next to the skin [35,238,[240][241][242][243]. This makes a clear communication of the value proposition to one of the most critical determinants for PSS adoption of the consumer [67,244,245]. This requires employees to understand their clients' uncertainties and mitigate their skepticism by credibly outlining the motives, background and liabilities of the provider [67].…”

Diverse values of fashion rental service and contamination concern of consumers

“…Therefore, the ongoing global pandemic makes consumers vigilant about negative contamination arising from shared consumption ( Bond, 2020 ). Many kinds of CC involve physical contact with objects that have been previously touched by other users (e.g., clothing, car), leading to subjectivity to contamination concerns ( Becker-Leifhold & Iran, 2018 ). Although FRS ensures careful product handling through services such as professional cleaning ( Park & Joyner Armstrong, 2019b ), the association between the idea of renting and negative contamination is difficult to break in consumers’ minds ( Becker-Leifhold & Iran, 2018 ).…”

“…Many kinds of CC involve physical contact with objects that have been previously touched by other users (e.g., clothing, car), leading to subjectivity to contamination concerns ( Becker-Leifhold & Iran, 2018 ). Although FRS ensures careful product handling through services such as professional cleaning ( Park & Joyner Armstrong, 2019b ), the association between the idea of renting and negative contamination is difficult to break in consumers’ minds ( Becker-Leifhold & Iran, 2018 ). In academia, scholars recognized contamination concern as one of the barriers to the adoption of CC ( Edbring, Lehner, & Mont, 2016 ), particularly fashion consumption ( Armstrong, Niinimäki, Kujala, Karell, & Lang, 2015 ).…”

Factors explaining shared clothes consumption in China: Individual benefit or planet concern?

“…Shared clothing delivers affordable high‐street fashion and can communicate quality; and uniqueness at the same time surpassing fast‐fashion alternatives to project a superior image for patrons utilizing clothes sharing services (Lang & Armstrong, .) Shared clothing services can be subjected to criticisms including safety and hygiene (Becker‐Leifhold & Iran, ). Driven by a desire to understand how more circular economic models can be fostered this study investigates customers’ intention and usage behaviour towards shared clothes.…”