Samenvatting

This research investigates the potential for launching a maternity and children’s clothing rental service in the Czech Republic, where secondhand shopping is widely used but formal rental models are underdeveloped. The study explores whether rental could serve as a practical, sustainable, and financially viable alternative to buying, particularly given the short usage periods of maternity and early childhood garments. A mixed-methods approach was adopted, combining consumer surveys (n=295), observational research, desk research, and a Meta advertisement experiment. Findings show that sustainability is the most persuasive motivator for Czech consumers, followed by affordability and convenience. However, key barriers include hygiene concerns, fear of damage, and perceived lack of value-for-money. Although second-hand platforms are widely used, their oversaturation and time-consuming nature suggest room for more curated, userfriendly alternatives. As a practical outcome, a website prototype was developed incorporating insights from the research, emphasizing trustbuilding features, transparent pricing, and hygiene reassurance. This study contributes to understanding consumer behavior in emerging circular economies and provides a roadmap for sustainable fashion innovation in Central and Eastern Europe.