Collaborative Fashion Consumption: A Contemporary Marketing Trend

The fashion sector is not only well known for economic value but also for the negative social and environmental consequences it causes. Thus, fashion customers have become more environmentally and socially conscious in their purchase and consumption decisions. Various collaborative fashion consumption modes, such as fashion reselling and fashion rental, have spread across many countries as a new form of socially responsible consumption. However, despite the growing popularity of collaborative fashion consumption platforms, the concept of collaborative fashion consumption often remains unclear. Moreover, little attention has been devoted by academic scholars to the context of sharing systems in retail consumer goods and especially to fashion items. Therefore, the aim of this chapter is to offer an overview of collaborative fashion consumption as a relevant contemporary marketing trend.