| Type de document : | Travaux étudiant |
| Catégorie : | Mémoire |
| Titre : | How do small-scale rental platforms operationalize sustainability and influence consumer behaviour through branding and engagement strategies? A case study of Rent Club Paris |
| Auteurs : | Rosa June REIMANN, Auteur |
| Promotion : | 2025 |
| Format : | 77 p. |
| Langues | Anglais |
| Mention : | Très bien |
| Mots-clés : |
Nom Commun COMPORTEMENT ; CONSOMMATEUR ; DEVELOPPEMENT DURABLE ; LOCATION ; MODE |
| Résumé : | In a world where fast fashion dominates wardrobes and environmental urgency continues to rise, alternative models of fashion consumption are gaining relevance. Alongside second-hand and upcycling models, fashion rental platforms have not only gained traction as alternatives to conventional retail but also emerged as promising pathways toward more conscious consumption. This thesis explores how sustainability is operationalized within a small-scale fashion rental platform and how these practices shape and are shaped by consumer behaviour and branding strategies. Rent Club Paris, an independently run platform, was selected as a case study both due to sustained personal interest in the service and as a counterpoint to larger rental platforms, in order to better understand how these dynamics function at a smaller and local scale. Using a qualitative case study approach, the research draws on a semi-structured expert interview with the founder, Freja Settergren, supported by secondary material and thematic analysis. The findings reveal that while the company integrates sustainability at an operational level – through practices such as the avoidance of packaging, local logistics and a curated inventory – these elements are not foregrounded in external communications. Contrary to initial assumptions, sustainability is not the platform’s primary marketing or branding narrative. Instead, the brand is defined by aesthetics, emotional resonance and a selective, communityoriented approach. According to the founder, customer motivations to rent are more frequently tied to occasion, affordability and access – rather than a strong, explicit commitment to environmental values. The case study highlights a tension between popular values and actual behaviours, while also suggesting that small-scale structures may foster more sustainable outcomes by design rather than intention. For both, researchers and practitioners, this raises broader questions about the future of sustainable fashion, particularly, whether sustainability must always be the driver or whether it can emerge more quietly, through structure, scale and curation. |
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