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Sharing is caring : collaborative consumption in the fashion industry : an explorative study of the consumer acceptance for fashion-sharing business models in the outdoor and activewear market

Olsen-Nauen, Kristine; Rossebø, Silje Svendsen
Master thesis
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URI
http://hdl.handle.net/11250/2610966
Date
2019
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  • Master Thesis [4207]
Abstract
The fashion industry contributes to massive environmental problems due to overproduction

and huge amounts of waste. In order for fashion companies to reduce their environmental

impact, they need to innovate their business models to transform the way clothes are

consumed. The purpose of this master thesis is to explore new forms of sustainable business

models in the fashion industry. These models may be built on the phenomenon of

collaborative consumption in the form of fashion-sharing models. We aim to check for

consumer acceptance of rental and second-hand sale of outdoor and activewear directly

through the brand itself and develop new business models for our case company Helly

Hansen. First, conceptual business models are developed based on theory and the current

business model. Because consumer acceptance is important, a questionnaire is conducted to

gain insights into the consumers’ preferences. Lastly, the conceptual business models are

modified on the basis of the consumer insights revealed.

The results reveal high degree of acceptance for second-hand sale of everyday wear and

special occasion wear and some degree of acceptance for rental of special occasion wear. On

the contrary, the questionnaire reveals relatively low degree of acceptance for rental of

everyday wear. Based on these insights, it seems like there may be potential for developing

the new business models. However, the results only apply to our sample due to the sample

not being representative. Yet the insights may be an indication of the acceptance of the

population. This thesis contributes to consumer insights into the ongoing research of fashionsharing

business models and the development of more sustainable business models for

fashion companies.

Keywords: The Fashion Industry, Sustainability, Business Model Canvas, Circular

Economy, Collaborative Consumption, Fashion-sharing, Rental-based Business Model,

Second-hand Business Model, Consumer Acceptance

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