Mainstreaming fashion rental consumption: A systematic and thematic review of literature

The current study aims to recognize the main enablers and inhibitors in adopting the renting mode of collaborative fashion consumption. It employs a systematic literature review (SLR) method to enable identification, selection, critical assessment, and synthesis relevant studies in this phenomenon. The process of SLR shortlisted 41 articles for further analysis of descriptive statistics and emerging themes. The descriptive statistics analysis revealed that fashion renting is evolving fast, and thus far, North America has contributed the most in scientific publications related to this field. Subsequently, the thematic analysis procedure uncovered the themes including motives, barriers, personality traits, and role of culture in consumer adoption of fashion renting along with challenges and opportunities in fashion rental business. Furthermore, the study discusses the managerial implications and assembles the insights to edify potential research directions in the area.