Content of the study:
The clothing rental market - France

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1.1 Definition and presentation

The clothing rental market, or clothing sharing, is a promising sector that is part of the advent of a circular economy, emphasizing the notion of use rather than private ownership.

Clothing rental is part of the second-hand clothing market. The second-hand market is estimated at 7 billion euros in France and 86 billion in Europe, and fashion is the most dynamic segment: a survey by the Natixis Payments Observatory shows that the market is set to grow by 140% between 2019 and 2021.

The market can be segmented by product type: luxury, special occasion, everyday and sportswear.

Globally, garment rental is expected to grow strongly over the next decade, at an annual rate of 10.60%. This percentage could increase in the face of the climate emergency and consumers' growing awareness of the impact of their purchases. The growth niches are women's and children's fashion, and the target clientele lives in major urban centers.

In France, the market has a bright future ahead of it. Platforms such as Le Closet, Les Cachotières, Bocage and Panoply invest in this segment.

Originating in the United States, this market is still a niche in France, but is set to expand in the coming years.

1.2 The global clothing rental market

The clothing rental market is a fast-growing one, driven by two phenomena:

growing environmental awareness, with an emphasis on regulated consumption the rise and spread of third-party platforms that put individuals in touch with each other or with brands, facilitating new modes of consumption such as rentals

So, when we look ...

1.3 The French clothing rental market

The clothing rental market is a segment of the second-hand market.

The phenomenon of clothing rental originated in the United States, and only a few years ago was exported to France. A revolution in usage that is transforming the way we consume, but still a niche market in France.

We don't ...

1.4 Confinement has accelerated the acceptance of rental as a way of consuming clothes

The confinement was conducive to tidying, sorting and becoming aware of clothes already owned. According to a Yougov survey carried out for eBay:

**% of French people took advantage of the lockdown to sort out their unused items, and almost half of those surveyed said they wanted to resell their items ...


2.1 Demand and its determinants

Clothing rental is a market driven mainly by the following motivations:

follow trends and own luxury clothes at a more affordable price responsible consumption and the fight against waste

The rise of the functionality economy: use rather than possession

In France, the dissociation between access to objects and ownership is gaining ...

2.2 Ready-to-wear demand: characteristics and determinants

To better understand the demand for rental clothing, we need to look at the demand for ready-to-wear clothing, in order to draw up a profile of rental users.

Who's buying?

In ****, the average budget per woman fell by *%, from *** to *** euros, which is indicative of the deconsumerization of ready-to-wear that will ...

2.3 Men's ready-to-wear demand: characteristics and determinants

Specific characteristics of male customers: utilitarian and prepared purchases

Only *% of French men claim to have a taste for shopping, and **% are not at all keen on shopping in ****. Men generally dislike shopping and spend less than women on their clothes. [***] In fact, **% of men spend less than *** euros a year ...

2.4 Millennials, a generation that consumes fashion differently

Millennials are an increasingly important target for brands: they represent almost **% of the world's population.

A McKinsey study attempts to highlight their expectations of luxury brands and houses:

**% of millennials are engaged with brands **% expect a response from luxury brands within ** hours They are willing to pay more for what ...


3.1 The forces at work

Below is a non-exhaustive classification of the main players in clothing rental in France:

3.2 Ready-to-wear brands enter the market

Ready-to-wear brands invest in the sector out of concern for their CSR

Among the strategic themes considered important by companies in the sector, social and environmental commitment ranks first, with all professionals surveyed considering it to be a crucial market topic.

The implementation of a well-defined data strategy is also considered ...

3.3 The rise of rental platforms

The economy is becoming "platformized", and clothing rental is one market affected by this trend:

While the global second-hand market is expected to reach $** billion by **** , surpassing that of fast fashion, platforms based on the sharing economy have managed to make their mark by encouraging alternative modes of consumption: rental platforms ...


4.1. Offer typology

Rental platforms have an offer that can be segmented in a number of ways.

By target

by gender: men or women by age: adult or child

By product

by function: everyday wear, special occasion wear, maternity wear, ski wear by type: dress, shoes, accessories, tops by range: affordable, high-end, luxury

4.2 Clothing rental covers all ranges

Low-end ready-to-wear

Kiabi is now offering to rent clothes instead of buying them.

For * items rented, the customer pays ** euros per month, for **, the amount rises to ** euros, for ** items, ** euros, and finally the price peaks at ** euros for ** rented products. All in-store sectors (***) are concerned

Companies specializing in high-end ...

4.3 Subscription a popular payment method for clothing rental

The subscription-based business model enables players to secure recurring revenues: this keeps the company running smoothly, while allowing them to work on building up their stock.

The principle closely resembles other subscription offers from other sectors. In exchange for a monthly financial contribution, subscribers can refine their profile to target their ...


5.1 Regulations

The law on the fight against waste and the circular economy

Law no. ****-*** of February ** introduced or reinforced several rules relating to waste and the circular economy. Summarized in a study by the French Federation of Women's Ready-to-Wear, the main measures concerning ready-to-wear are as follows:

Ban on the destruction ...


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Reviews (5)

Reviews (5)

The men's ready-to-wear market - France

Publicado en 09/11/2022 by Julien Tsambou - Click & collect Agency

Étude complète et clairement rédigée.

Businesscoot Response:

Merci beaucoup Julien pour votre retour et pour la confiance accordée. :)

The sportswear market - France

Publicado en 09/11/2022 by Henri Pierre Ouhibi - Viager consulting

Étude intéressante, mais un tout petit peu courte et manquant de référence pour ma part.

The costume jewelry market - France

Publicado en 07/11/2022 by Philippe PETROU - MYTIKAS

Très bien fait.

Businesscoot Response:

Merci Philippe pour votre retour et pour la confiance accordée. :)

The children's clothing market - France

Publicado en 29/10/2022 by Amina Mellal

J'adore vos études, je les trouve très complète et toutes les sources sont toujours citées.

Businesscoot Response:

Merci infiniment Amina pour votre retour ainsi que la confiance accordée.

The men's ready-to-wear market - France

Publicado en 29/10/2022 by Client Anonyme

Très complet!

Businesscoot Response:

Merci pour votre retour et la confiance accordée. :)

Customer cases and references

Customer cases and references
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