The rental/consignment market has been driven by Millennial and now Zillennial cohorts and a shift in consumption values. These include branded experiences that resonate on a deeper emotional level than branded products and are more fulfilling, according to William D'Arienzo, founder-CEO of US-based strategic brand marketing consultancy WDA Brand Strategies.
The shift in consumption values also includes personalising experiences and imprinting products and communications (selfies, memes, Instagram, etc) with one’s identity which creates self-affirmation; the latter may include removing or avoiding logos, writes D'Arienzo, in an article in the hard bound fifth edition of the Sustainability Compendium - ‘Going Circular’ brought out by Fibre2Fashion.
"Owning is no longer an imperative; renting supports a “sharing economy” and this enables wider choices and is less restrictive than owning by avoiding dependency on what the market produces each year, helping to avoid needless waste," D'Arienzo adds in his article 'The luxury of renting'.
The rental/consignment market has been driven by Millennial and now Zillennial cohorts and a shift in consumption values. These include branded experiences that resonate on a deeper emotional level than branded products and are more fulfilling, according to William D'Arienzo, founder-CEO of US-based strategic brand marketing consultancy WDA Brand Strategies.#
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Fibre2Fashion News Desk (RKS)
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