Performing a Respectable Consumer Identity

Abstract: This thesis adds to the social debate on the relationship between society and fashion consumers. In order to explore this, the phenomenon of fashion rental is investigated to provide insights on how fashion consumers account for their behavior in order to come off as respectable. The study takes an qualitative approach by conducting eight semi-structured interviews and exploring the participants involvement with fashion rental services. The findings from this study emphasize the subjectivity and complexity of consumer’s motivations to adopt fashion rental behavior. Businesses and marketing managers, therefore, must formulate well established strategies for their target consumers, shaped to their personal motivations.