There’s no denying that sharing is the new way of life. Share your car (Snappcar), share your home (Airbnb), share your goods (Peerby) – the sky’s the limit. Technological development has helped us creating peer-to-peer platforms to connect users and owners. This has made sharing resources easier and more accessible than ever before. Pricewaterhouse Coopers predicts that, by 2025, the five key sectors of the sharing economy (staffing, finance, car sharing, travel and music and video streaming) could generate $335 billion in annual revenue, up from about $15 billion in 2016. For owners, these sharing platforms have given them the ability to turn possessions into actual revenue. For users, sharing platforms have increased convenience and often at a lower price than traditional channels.
There’s one large industry that has yet to benefit from this trend of sharing – the fashion industry. How many items seem to just collect dust in your closet? Did you buy an expensive dress that you can only wear on special occasions? Or a beautiful suit you might wear twice a year? Or maybe you don’t have a suit because you only need one once every so often. Wouldn’t it be great if there was a platform where you can temporarily rent out your suit to someone who needs it? Would this work? Let’s examine.
Like many other types of goods, clothes and accessories are often characterized by having high value but low usage. This makes them seem ideal for sharing. However, sharing clothing does not seem as simple as sharing other products, as transportation and maintenance (e.g. dry-cleaning) create significant operational and financial challenges. Another problem is in regard to cross-side network effects. Every sharing platform faces the challenge of getting enough people to their platform. However, in fashion, a wide range of product sizes and styles is crucial and incredibly hard to achieve. It can be close to impossible to find a dress that is both your size and fits your style.
With these challenges, the fashion sharing economy has not really been flourishing, especially compared to other sectors. According to a 2015 report by PwC, just 2% of the US population have engaged in a sharing transaction in the retail sector, compared to 6% for hospitality and 8% for transport.
However, there are companies that are taking the plunge. In the United States, the platform StyleLend requires owners to send in items they wish to rent out. The company itself handles delivery and dry-cleaning, to ensure items stay in great condition. It is likely that, in the future, sharing clothing will become more popular. On the other hand, wearing a new item for the very first time is, in my opinion, a feeling that’s hard to beat.
Sources:
https://www.businessoffashion.com/articles/fashion-tech/will-the-sharing-economy-work-for-fashion-rent-the-runway-rental