2025, Vol. 6, Issue 1, Part F
Fashion as a Service: A data-driven subscription model to eliminate fast fashion waste
Author(s): Kashvi Chakrawal and Shruthi Bekal
Abstract: The fast fashion industry generates massive textile waste annually, leading to significant environmental and economic concerns. This research examines Fashion-as-a-Service (FaaS), a subscription-based clothing model that promotes sustainability by shifting consumer behavior from ownership to access. By offering affordable and flexible subscription plans, this model aims to reduce waste while providing variety and convenience. A structured survey was conducted to analyze consumer interest, sustainability awareness, and demographic preferences. Results indicate that 45% of males, 52.5% of females, and 70% of other respondents have rented clothes before, reflecting an existing inclination toward rental models. Additionally, 65% of males, 75% of females, and 60% of other respondents prefer businesses that prioritize sustainability. When asked about subscribing to a clothing rental service, 60% of males, 75% of females and 75% of other respondents expressed willingness, highlighting a promising market opportunity. Younger demographics (18-34) show the highest interest, primarily driven by cost savings, sustainability concerns, and access to diverse fashion choices. However, concerns such as hygiene, return policies, and personalization remain potential barriers to adoption. The study emphasizes the techno-commercial viability of subscription-based clothing services, leveraging AI-driven personalization, block chain for transaction transparency, and AR/VR-based virtual try-ons to enhance consumer confidence. By integrating digital supply chains and circular economy principles, businesses can minimize textile waste, optimize inventory, and improve customer experience. This research provides strategic insights into the scalability and adoption of technology-driven clothing rental models, presenting a viable alternative to conventional fast fashion while aligning with global sustainability goals.
DOI: 10.22271/27084515.2025.v6.i1f.489
Pages: 475-483 | Views: 117 | Downloads: 45
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How to cite this article:
Kashvi Chakrawal, Shruthi Bekal. Fashion as a Service: A data-driven subscription model to eliminate fast fashion waste. Asian J Manage Commerce 2025;6(1):475-483. DOI: 10.22271/27084515.2025.v6.i1f.489
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