RentYourFashion.Com (A)
Publication date: 30 March 2015
Abstract
‘Fashion Destination’ was a prominent one-stop shop of clothing retail in Ahmedabad which has faced business slowdown in the last 5 years. Vishal, who had recently taken over the management wondered, would renting of premium clothing be a good business model to get back to the business. While pondering over the issue Vishal did some secondary research had found that the Indian retail industry is growing at a fast rate and that the online rental service is an upcoming trend in Indian market. Vishal hired an external market research agency ‘Wright & Company’, before changing the business model, to clarify certain doubts regarding renting clothes as a social stigma, willingness of people to rent clothes, requirement of physical store, about target consumers and product assortment.
Keywords
Acknowledgements
Prepared by Professor Sanjeev Tripathi and Rahul Agrawal (PGP 2015), Indian Institute of Management, Ahmedabad.
The authors acknowledge the help and contribution of A. Himaja, Aravindan G, Himanjay Solanki, and Pratik Patil (IIMA PGP 2015)
Citation
Tripathi, S. and Agrawal, R. (2015), "RentYourFashion.Com (A)", . https://doi.org/10.1108/CASE.IIMA.2019.000078
Publisher
:Indian Institute of Management Ahmedabad
Copyright © 2015 by the Indian Institute of Management, Ahmedabad