패션 렌탈 서비스의 순환패션 구현 사례 연구 -국내 사례를 중심으로-

초록

This study examines how circular fashion principles are practically implemented and limited through case analysis of fashion rental services in the Korean fashion industry. Circular fashion aims to maximize resource efficiency and minimize waste, and fashion rental services are gaining attention as a strategic means of achieving these goals within the sharing economy. This study analyzes ten domestic services operated between 2015 and 2024 using a qualitative multiple-case as Closet Share, Rent it and The Fair Golf effectively realized circular fashion by targeting segmented markets, managing quality, and securing platform competitiveness. In contrast, failed cases faced challenges such as high fixed costs, lack of consumer awareness, and external shocks like the COVID-19 pandemic. The findings suggest that fashion rental services create multi-layered value-offering diverse fashion experiences to consumers, generating turnover-based revenue for companies, and contributing to resource efficiency in society. The study further proposes that institutional support and the development of technological infrastructure by the government are key strategies for future market growth. By systematizing the success and failure factors of fashion rental services, this research provides both academic and practical insights for advancing experience-based sharing models I circular fashion.

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