Luxury for hire: Motivations to use closet sharing

Racheal Louis Vincent, Sanjaya Singh Gaur

Research output: Contribution to journalArticleResearchpeer-review

10 Citations (Scopus)

Abstract

This article investigates consumers’ motives for using closet sharing services to satisfy their desire for luxury fashion brands. A thematic analytic procedure is carried out in six phases. Qualitative data in the form of testimonials from both renters and lenders were collected from Style Lend’s blog, also known as “The Style Lend Insider.” Findings indicate that there are eight main categories of motives for sharing closets. These motives are fashion innovativeness, hedonic experience, economic, sustainability, utilitarian, social, need for uniqueness, and no burden of ownership. Our study also provides theoretical and practical insights into relevant stakeholders related to the collaborative fashion consumption of luxury brands.

Original languageEnglish
Pages (from-to)306-319
Number of pages14
JournalAustralasian Marketing Journal
Volume29
Issue number4
DOIs
Publication statusPublished - Nov 2021
Externally publishedYes

Keywords

  • closet sharing
  • collaborative fashion consumption
  • consumer motivations
  • fashion consumption
  • luxury fashion
  • sharing economy

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