Samenvatting

This thesis dives into the dynamics of developing a competitive rental strategy for luxury fashion brands. Focusing on the evolving landscape
of the fashion rental sector, as well as the fashion luxury sector, it investigates factors influencing consumer behavior, industry challenges,
and opportunities driven by technological advancements and sustainability concerns. The research begins with a review of existing
literature, followed by a market analysis of luxury fashion and fashion rentals. While analysing shifting consumer behavior, it highlights the
increasing influence of Millennials and Gen Z, particularly their growing interest towards sustainable and economically conscious luxury
consumption.

A consumer survey underscores the willingness to embrace luxury rentals while pointing out concerns like hygiene and communication
within rental processes. The study forecasts challenges that luxury brands may face in the future, necessitating innovative business
strategies to target younger demographics and integrate sustainability and digitalization without compromising exclusivity.
The exploration of the fashion rental sector reveals consumer benefits such as cost-effectiveness, convenience, and guilt-free style
exploration. Insights from luxury fashion rental industry experts underscore the need for substantial investment in technology, logistics, and
production. Simplifying rental processes and communicating benefits, addressing hygiene concerns, and aligning with eco-friendly practices
emerge as critical success factors.
Moreover, strategies should focus on scalability, clear audience identification, niche focus, technological integration, and sustainability.
Innovative collaborations beyond the fashion realm are proposed to meet broader consumer demands effectively.