Access vs Ownership

The way we buy clothes is very different to about 5 years ago, people buy 60% more than 15 years ago, and there is so many access points to buy clothes, for example social media is now a big buying outlet as well as online and offline buying. This generation crave newness and wont be seen out in the same outfit twice. Clothes rental is the new big idea for fast fashion, this can have its benefits and drawbacks, the benefits being it is more environmentally friendly as less waste is being produced, however defats the object buying clothes and keeping them having ownership over them. I think as the fashion industry is evolving the fast fashion sector is speeding up very quickly and so i think rental will work as a lot of people in this generation need new clothes and rentals gives them an access point and once it goes out fashion they can give it back , it reflects the fast moving pace of trends and how easily a garment can be the next big thing everyone wants and then next week its not in fashion anymore, so i think it does fit the fast pace fashion industry. I think it will work best by using luxury brands as they are more expensive and it gives access for people who wouldn’t be able to by it out right, for example a rental streetwear shop  just opened in London wear a lot of streetwear brands are being rented, this is good as streetwear is a very fast paced sector where things can go out of fashion very quickly, it is also good as a lot of street wear brands only have limited stock. Overall i think that clothes rental is the future as it fits with the fast pac of the fashion industry and our generation.