Digital Platforms in Fashion Rental: A Business Model Analysis

The academic literature on fashion rental has been mainly focussed on examining consumers' motivations and concerns, paying little attention to the retailer's viewpoint. The purpose of this paper is to explore the key features of fashion rental from a business model perspective with a focus on the role played by digital platforms. A qualitative research design was carried out based on multiple case studies of three Italian fashion rental enterprises. The findings reveal the key aspects characterizing fashion rental business models and the centrality of digital platforms in value creation, configuration and capture activities. The study also found that fashion rental platforms are likely to exhibit further successful development in the future. This paper is the first to explore the key components of fashion rental business models and how digital platforms influence them from the perspective of retailers. The originality of the study is further strengthened by the unique context of analysis, namely, Italy, a leading country for global fashion.