Rented
Alice Barber BA(Hons) Fashion Promotion Manchester Metropolitan University
Executive Summary As attitudes towards sustainability continue to shift in society (Hamari et al., 2015), fashion consumers are actively searching for new ways to make a personal impact through their purchasing behaviour by choosing to shop with brands that directly align with their sustainable values (Mintel, 2019A; Pitcher, 2019; GlobalData, 2019B; Haller, et al., 2020). Many online UK rental retailers are beginning to emerge, however, there is only one peerto-peer rental fashion application currently available within the UK. The users of this application and many other UK peer-to-peer website-based retailers are predominantly located in London, confining rental offerings to only one city (Lieber, 2019).
“Rented is a peer-to-peer rental fashion application that will address and fill the growing gap and niche in the rental market” Rented is a peer-to-peer rental fashion application that will address and fill the growing gap and niche in the rental market by providing access to rental across UK major cities, making Rented geographically democratic and commercially viable. Rented provides a platform for an inclusive community of like-minded Millennials and Gen Z-ers with an interest for sustainable fashion consumption alternatives to join forces and make a sustainable impact by just sharing their wardrobe or renting from others.
Being a peer-to-peer resale platform, Rented offers a more curated product assortment, an augmented marketplace, and an exciting and more convenient customer experience (Ellen MacArthur Foundation, 2017) than traditional retailers. Valuing innovation, Rented aims to appease all of the concerns and barriers of consumers using rental fashion including safety, improved product offerings, hygiene, accessible pricing and fees, and use of sustainable packaging and transportation. Rented’s clear hygiene rules, free shipping materials, and improved shipping methods such as in-person swaps which can be contact-less and the use of fast bicycle couriers are now especially important unique selling points as we enter the “new normal” COVID-19 effected world. Key Themes & Takeaways My project explores sustainability in fashion, collaborative consumption, and the circular economy. Rented clearly promotes the message that by soley choosing to rent consumers can remain fashionable.
Application Prototype Artboards https://adobe.ly/3eaI14y Rented Website https://alicembarber.wixsite.com/rented
Rationale One in three British young women consider clothes “old” after wearing them once or twice (BoF and McKinsey & Company, 2019) and fashion consumers purchasing a total of 94,166 tones of garments per month (Fowler, 2019). These statistics clearly show the UK’s clothing consumption and purchasing behaviour is extreme and it clear feasible and sustainable
“One in three British young women consider clothes ‘old’ after wearing them once or twice” fashion alternatives and business models are to be sought after. Using the socio-economic model of collaborative consumption, rental fashion provides a clear path for sustainable consumption (Piscicelli et al., 2015; Lang, et al., 2019) by preventing new purchases from being made (Holmes, 2019) potentially reducing the environmental impacts by prolonging the life of clothing (Zamani et al., 2017). Rental fashion increases the average number of times a clothing item is worn which is the most direct method of eliminating waste and pollution in the textiles system (Ellen MacArthur Foundation, 2017). With the rise of advances in e-commerce technology, online rental fashion is now more convenient and accessible (GlobalData, 2019B; Mintel, 2019A; Business of Fashion, 2019) and has a potential value of £923m in the UK market (Pinnock, 2019).
Proving highly popular and successful in the USA with rental retailers such as Rent the Runway and Nuuly (Chen, 2019; Mintel, 2019A; Chitrakorn, 2019), several UK-based retailers are entering this growing market (Hounslea, 2016; Mintel, 2019A) including the likes of Girl Meets Dress, Front Row, HURR Collective, My Wardrobe HQ and Hirestreet. Despite the rise of a variety of online UK rental retailers emerging, there is only one peer-to-peer rental fashion application currently available within the UK being By Rotation, who describe themselves as the UK’s first and only peer-to-peer fashion rental app (By Rotation, 2020). The users of competitor, By Rotation, and many other UK peer-to-peer platforms are predominantly located in London, confining rental offerings to only one city (Lieber, 2019).
“There is only one peer-topeer rental fashion application currently available within the UK” Rented is a peer-to-peer rental fashion application that will address and fill this growing gap and niche in the rental market. Being an innovative peer-
to-peer resale platform, Rented offers a more curated product assortment, an augmented marketplace, and an exciting and more convenient customer experience (Ellen MacArthur Foundation, 2017) than traditional retailers.
The Rented Experience
Rented provides a seamless rental experience by allowing users to choose from a variety of shipping methods
including in-person exchanges, local send and return Rented locations, local delivery within the user’s area using zero emission bicycle courier transportation, and standard postage shipping. In-person exchanges are heavily encouraged as this method of shipping is the most eco-friendly and emission free option. Rented provides each user with 100% compostable shipping materials in collaboration with eco-packaging brand, Noissue, free of charge. All users must have their identity verified, and all purchases can be made easily in-app with Paypal, Apple Pay or with a debit or credit card which will be processed by Paypal for ensured security.
SWOT Analysis: Rented Strengths - Appeases the demands of Gen Z & Millennial consumers - New player in a growing market - Limited competition (Only 1 UK competitor) - UK clothing rental market has a potential value of ÂŁ923m (Pinnock, 2019) - Target consumer is motivated by the satisfaction and social approval from actively participating in sustainable practices (GlobalData, 2019B; Lee and Chow, 2019; Johnson, 2016; Mintel, 2019A).
Opportunities - To fill the gap in the rental fashion retailing UK market - Add a second option in all app stores for UK based rental services - Promote rental services in major cities other than London to create a more inclusive UK rental community.
- Bring increased awareness to fast fashion consumers that rental can be a sustainable alternative to the current linear fashion model - Raise awareness of the benefits of rental fashion business models to the fashion industry
Weaknesses - Rental is currently lacking in popularity amongst fashion consumers (Lang, et al., 2019; Lee and Chow, 2019; Mintel, 2019A) - Risk of being unsuccessful with fashion consumers due to their lack of awareness or experience in using rental fashion platforms (Lee and Chow, 2019; Tao and Xu, 2018) - Rental is not as popular in the UK market as it is in the US - Users may have pre-conceived negative perceptions towards rental and may be unwilling to try the new Rented service
Threats - Competitor (By Rotation) offerings may improve - Users not enjoying or rejecting the application - Negative perceptions of using rental continuing to growing over time - Low application profit while considering fees to users - Risk of failing if demand within segment group decreases - No users due to rejection of rental within the UK market - Limited users willing to rent their wardrobe via the application, preferring web platforms
The Target Consumer Female Millennials and Gen Z-ers, aged 18-25 Students or young professions that are living within UK cities Use and download apps on a weekly basis, use applications frequently (Mintel, 2019B) Prefer to use apps to shop rather than websites (Mintel, 2020A) Rental is emerging as a form of sustainable participation Rental fashion retailing appeases the direct needs of discerning Millennials and Gen Z consumers, who are digitally informed and strive to mitigate the negative environmental and social effects caused by their buying behaviour (GlobalData, 2019A; Thompson, 2019; Mintel, 2019A; Jones, 2019). Rental fashion feeds Millennial and Gen Z’s constant hunger for newness with an extensive collection of on-trend fashion items available to rent (Thompson, 2019; BoF and McKinsey & Company, 2019; Mintel, 2019A). Millennials & Gen Z prefer to access products
Figure 1: How fashion shoppers feel about renting fashion items, by age (Adapted from Mintel, 2019A:online)
without the burden of ownership (Ellen MacArthur Foundation, 2017; Lang, 2018; Pinnock, 2019; Hamari, et. al. 2015; Jones, 2019) which can be achieved through Rented.
Around half of 16-24 and 25-44-year-old fashion shoppers say that they have rented or would be interested in renting fashion items (See Figure 1), showing a growing interest within this consumer group (Sutherland, 2019). Millennials (70%) and Gen Z (69%) have rented or want to rent products instead of purchasing a new item (Haller, et al., 2020). Gen Z and Millennials are financially strained (Mintel, 2019A) and have the financial incentive to rent, buy and sell garments via resale apps and rental sharing platforms. Gen Z and Millennials are also more aware of how they are spending their money on clothing, favouring socially conscious and sustainable brands (Mintel, 2019A; Pitcher, 2019; GlobalData, 2019B; Haller, et al., 2020) such as Rented.
Renting Fashion Items (%) 16-24
20 24
25-44
45-64 4 12 65+
10
34
46
26
50 84 89
Have done
Have not done but would be interested in doing Have not and would not be interested in doing
Concept to Realisation Brand Name The Rented brand name is inspired by the target audience’s enjoyment of proving to the society that they are directly participating in a sustainable cause by renting clothing (Lee and Chow, 2019; Johnson et al., 2016; GlobalData, 2019B; Mintel, 2019A). The name Rented connects with users easily responding to compliments or enquires with “Oh thanks, it’s rented!”. Messaging/Tone of Voice Rented messaging uses phrases and slang terms the target consumer is aware of and understands to create a sense of familiarity with the user. Rented’s tone of voice is warm and welcoming aiming to make users feel comfortable and confident in using the Rented service.
“Rented’s tone of voice is warm and welcoming aiming to make users feel comfortable and confident in using the Rented service.”
Colour Story The Rented application uses complimentary colours which causes a visual vibration creating excitement to the eye (Stone, 2008) and provides strong contrast resulting in a more vibrant design (Ambrose and Harris, 2005). The colour combination and colour responses fit perfectly with the experience Rented aims to provide in being a welcoming and unique peer-to-peer service with a warm community.
Logo I tested a variety of different logo concepts and typefaces and decided on Mermaid, which is a high contrast transitional serif face with round, smooth curves, and a bold R lettermark/ monogram logo to represent “Rented”. Using a lettermark logo makes the application easily identifiable especially on a phone screen and is highly effective as a recognisable and clear application icon on Apple and Google play app stores (Mobile App Daily, 2019). Application Prototype & Website To bring the Rented application concept to life, I created an interactive application prototype using Adobe XD and created a total of 108 artboards which cover every aspect of the application design from the sign-up screen and listing items to product filtering and the check out process. The Rented application prototype is an early iteration of the final product that demonstrates its core functionality (UXPin, 2020). Prototyping the application provided the opportunity to conduct user-friendly tests and obtain key feedback from my peers who fit into the target consumer group. The Rented website was created with Wix, and aims to support and inspire new and current users of the Rented application. I conducted a photoshoot to obtain imagery for the application, website, and promotional campaign.
“The Rented application prototype is an early iteration of the final product that demonstrates its core functionality.” Mock-Ups Mockups offer a realistic visual of what the application and promotional launch campaign would look like if carried out. I created a series of mock-ups using smart objects in Adobe Photoshop. Mockups are also a convincing way to win the trust of investors and stakeholders if the application was to go into development and can help front end developers estimate how long the development will take (Pleten, 2019).
Adobe XD application prototyping
The Marketing Mix, 6P’s
1) Product The Rented application features a user experience design that meets the consumer’s needs and concerns towards renting including customer support, improved product filtering, safety features in payment and product exchanges, specific rules on identity verification and profile imagery, and providing sustainable packaging and shipping methods.
“The Rented application features a user experience design that meets the consumer’s needs and concerns towards renting” Rented fills a much needed gap in the peer-to-peer rental market by providing accessible price points and product offerings across UK major cities. Rented also achieves a competitive advantage over the only Rented competitor, By Rotation, in having a 24/7 chat, telephone and email customer service support that offers a high level of pre-sales and afters sales assistance and general advice (The Chartered Institute of Marketing, no date A) To prolong the product lifecycle of the Rented application beyond the promotional launch, the application will use call to action push notifications to keep users aware and on the application often which is key to driving engagement when the consumer is not actively using the app (Mintel, 2020A).
Tangible Attributes
Intangible Attributes
- Rented peer-to-peer rental fashion application
- Rented brand image, rental disruptor in the market
- Rented official website and pop up stores
- Sustainable fashion alternative
- High functioning user experience design - Interactive social media style application interface - Diverse product offerings from peer wardrobes - Variety of brand names, prices and clothing item styles - 10% commission free for lending items
- Consumers feel they can make a direct environmental and social impact by choosing to use the Rented service - Variety of convenient shipping options, including eco-friendly options such as using Rented local drop off and send locations - 24/7 customer services team to support with any issues and enquiries - Branded pop-up store experience, in-store events and networking
In Your Area Product Page
2) Price
4) People
The Rented application provides users with more freedom in listing items with garments only needing to be a retail value of at least ÂŁ50 and there are no policies against garment age, unlike competitors. Lowering retail value prices will allow the platform to become populated with more affordable rental items. Rented promotes full clothing utilisation to directly eliminate waste and pollution in the textiles system (Ellen MacArthur Foundation, 2017) unlike main competitor, By Rotation, who does not allow any high street labels or garments below a ÂŁ100 retail price to be listed (By Rotation, 2020) and online competitor, Hurr Collective, who does not allow items to be listed less than 2 years old unless they are vintage (Hurr Collective, 2020).
People within the marketing mix relates to how an organisation’s staff interacts with customers during sales and pre and post sales communications (Chaffey and Chadwick, 2019). Rented staff includes a customer service team that will be directly communicating with customers on a 24/7 support telephone line, live web chat, and email contact. Rented staff also includes a marketing and content team, a developer and creative team, and temporary shop floor staff for the pop-up stores. Personal face to face selling will be implemented in the pop-up store events by Rented staff, who will be fully trained to have a constructive dialogue with customers to listen to their needs, correctly promote Rented and the benefits of using the Rented service.
3) Place
Rented application and website on multiple devices
Being a peer-to-peer online rental platform application, Rented can be accessed anywhere at any time, which is expected by the digitally equip Rented target audience with their high smartphone, mobile application and internet usage (Mintel, 2020B). Users are able to instantly list any items they would like to lend out from their wardrobe and renters are able to instantly pay for a rental item through the application. The Rented application is available to download on two major application stores including the Apple iOS store, and Google Play.
5) Promotion
Rented Instagram Page
Free branded promotional tote bags
The Rented promotional plan will be executed through a multi-channel campaign including an official website launch, temporary pop up stores, and promotional communication across all Rented channels. Digital Content Marketing Promotional content will be shared across Rented’s Instagram, Facebook, TikTok, YouTube, Snapchat and Twitter channels which are all platforms the target audience engages with most and favours amongst other platforms (Mintel, 2019E; Anderson and Jiang 2019; Reuter Institute, 2019). The campaign will use YouTube and key influencers to promote lifestyle and review content, as the target audience positively engages with long length videos via YouTube, versus other social platforms (Mintel, 2020C). Rented influencers will embody the Rented consumer by being aged 18-25, UK based and a female as 54% of consumers trust the voice of a person like themselves (Edelman Trust Barometer, 2018). Rented Pop Up Stores A variety of pop up stores will open for a duration of two weeks and will be located in key UK major cities including Manchester, London, Liverpool, Birmingham, Bristol, Edinburgh, Leeds, Glasgow, Newcastle, and Sheffield. The pop-up stores will allow potential users to learn more about the entire rental process, inspect the quality and rent clothing items, and directly interact with the Rented brand. Visitors will receive free promotional materials such as sustainably sourced and produced cotton tote bags and collaborative Noissue shipping materials. The pop up stores will host evening events to build brand awareness, and obtain increased application downloads and consumer generated content.
Rented Pop Up Store Sign Example
Website
The Rented website is an additional source for the target audience to discover further information and support on how to use the app, the rental process and other FAQs. A website platform is an important element in the target consumer’s purchasing journey as 33% visit a retailer’s website for inspiration and 42% read customer reviews online (Mintel, 2019C) which the Rented website will provide.
“A website platform is an important element in the target consumer’s purchasing journey”
Advertising & PR
Launch advertising includes paid social media ads, paid per click search engine advertising, retargetted marketing from website cookies, paid influencer blog content via YouTube, and physical advertising posters on the exterior and interior of the pop-up store locations which will provide a branded omni channel experience to entice and gain new users (Chaffey and Chadwick, 2019). Rented will use the media to help create the desired image associated with the Rented brand (The Chartered Institute of Marketing, no date B). Rented will predominantly use earned and shared media from consumers and key journalists to obtain authentic third-party endorsement. Rented Website Laptop Mock Up
6) Persuasion US psychologist, Cialdini (2007), has defined six universal psychological principles that drive the human impulse to comply to the pressures of external forces which are developed below as part of persuasion marketing (Smart Insights, 2015).
“Rented is committed to encouraging fashion consumers to engage with rental fashion� Reciprocity Rented will provide the target consumer with incentive sign up vouchers, incentive friends and family invite vouchers and a yearly birthday gift voucher, aiming to go above and beyond for the consumer in hopes that they will be influenced to continue to use the application and recommend it to others to obtain lifelong customers and positive word of mouth marketing. Commitment and Consistency Rented is committed to encouraging fashion consumers to engage with rental fashion through the application which is reflected in all branding and messaging. Providing users with convenient access eco-friendly shipping materials and delivery options displays Rented’s commitments to sustainable practices, which will potentially increase user trust and loyalty to the Rented brand and service. At the pop up stores, all promotional and events materials have been curated to avoid unnecessary waste and the pop-up store events provide an opportunity for consumers to engage with clothing utilization workshops.
Incentive Sign Up Vouchers
“Promotional communications will include accurate and true industry information and statistics� Consensus Rented’s use of YouTube bloggers as part of the promotional campaign aims to influence the target consumers decision to engage with Rented through investigating and learning about the positive experience a peer had with the application and service. Affinity Rented will obtain liking from the target consumer by directly engaging with them through all social media channels and providing them with great customer service and community building activities at the pop up stores. Rented will re-share consumer generated content and support/compliment the Rented community for engaging with a sustainable fashion alternative. Selected Influencer Video Mock-Up
wearing only rented clothing to uni for a week (ad) 63,583 views May 29, 2020
Authority
Promotional communications will include accurate and true industry information and statistics from key resources such as WRAP and The Ellen MacArthur Foundation on the global fashion industry topics such as textile waste, use of natural resources, and working conditions. Promoting industry insights aims to persuade consumers to understand how they can make a personal sustainable impact by choosing to rent and signals to the consumer that Rented is credible and knowledgeable about sustainable fashion consumption alternatives and their benefits. Scarcity The promotional pop-up stores will only be open for two weeks with different events every evening. This lack of time to attend the pop-up stores and events aims to boost the target consumers urgency to attend, rent and inspect items in person, and engage with Rented through informative personal selling, customer services, and panel talk/FAQ events. Pop Up Store Launch Promotional Post Example
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