News
Consumer adoption of apparel rental services remains low, claims survey
November 20, 2019
While there are more apparel rental options for consumers, actual consumer adoption is lagging, according to a CGS 2019 Future of Fashion & Retail Consumer Survey. Yet the apparel rental market does boast the opportunity to drive brand growth and loyalty, according to a press release, if brands prioritize sustainable and affordable options.
The survey revealed that of 17,000 polled, just 3% have used a rental service and 39% are unfamiliar or do not understand the services being offered and 19% of consumers view them as too expensive. Yet secondhand clothing services are enticing to consumers for a variety of reasons, noted the survey. Consumers are seeking secondhand clothing due to a desire to find affordable options (41%) and to be more environmentally friendly (13%).
Of the consumers surveyed, 36% are most likely to rent apparel for formal events such as holiday parties and weddings. For these consumers, these rental services present the opportunity to try out a new brand (31%) or luxury item (23%) for the first time. Renting can also be a direct path to new customers: 45% of respondents voiced consideration for buying an item after renting it.
"Consumer expectations are changing, and our survey results reinforce that apparel brands must find new ways to encourage brand loyalty," said Paul Magel, president, business applications division, CGS, in the release.
