Merging Sustainability and Clothing: An exploratory study on the leasing of clothing and the selling of second-hand clothing

Sammanfattning: Propelled by the environmental impact of the fashion industry, more sustainable business models for fashion consumption are emerging but have yet to become a widespread alternative to newly produced clothing. This thesis explores the potential of two of these more sustainable business models. More specifically, the purpose of this study is to explore clothing leasing services and the selling of second-hand clothing and their potential to become viable, profitable and scalable business models. This purpose is addressed through a qualitative multiple-case study based on semi-structured interviews. Firstly, value creating processes of the business models were examined, showing that value-in-use and co-creation play a significant role. Secondly, opportunities and challenges were explored. Consumer behaviors, finding investors, streamlining the processes of sorting and collection in second-hand, creating appropriate online leasing platforms and financing of leased inventory were found to be significant opportunities and challenges.