Renting is the New Black?

University essay from Lunds universitet/Företagsekonomiska institutionen

Abstract: This study aims to investigate consumers’ perceptions of luxury fashion brands and whether these perceptions differ with and without the context of luxury rental platforms. A qualitative methodology was adapted, using semi-structured interviews and an abductive research approach. In order to investigate consumer perception of luxury brands in the context of rental platforms, the study applied concepts of Keller’s customer-based brand equity pyramid within the fields of luxury fashion, rental platforms, and consumer perceptions of luxury brands. The empirical data consists of nine semi-structured interviews which were divided into three groups depending on the previous experience with luxury fashion brands. The study shows that perceptions differ partly in regards to the different aspects but also in terms of the different interviewee groups. The differences are of rather minor nature. Luxury fashion brands should engage in the access economy, while ensuring to maintain their unique selling propositions such as exclusivity

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