Abstract
In this study, we analyzed the changes in South Korean and international fashion sharing websites before and after the COVID-19 pandemic to suggest ways to use fashion sharing services for sustainable fashion. Additionally, we evaluate the usability and accessibility of the site to provide usable data when configuring the fashion sharing service site. Changes in various elements of 21 domestic and foreign fashion sharing websites were analyzed. Five websites were selected and assessed for their usability and accessibility using Likert scales. Results revealed that the sharing price was approximately 30% of the selling price, and international websites offered more diverse brands, items, and sizes than South Korean websites. Regarding usability, “Rent-It” and “Rent the Runway” scored high points, and “Rent the Runway” had a high average value for accessibility. Additionally, despite the given circumstances, only two South Korean and a few international websites seemed to be advertising about hygiene, on topics such as laundry and sterilization. Therefore, in South Korea, focusing on one or two shared items, securing a wide range of brands, items, and sizes, and advertising hygiene is essential. A fashion sharing website focused on effective usability, accessibility, and product hygiene will ensure sustainable fashion sharing remains stable.
Highlights
Forms of consumption referred to as the sharing economy and collaborative consumption have become popular, globally. Individuals borrow what they need and lend what they do not need without owning production facilities or services [1,2,3]
“Rent the Runway”, a fashion startup founded in the United States, became a “unicorn” company in 2019, representing innovative success in the field of fashion in the sharing economy [4]
We found that “14 days” and “Seinustar” had a competitive edge because they offered items serving a specific purpose; “14 days” offered South Korean users a selection of vacation clothes that could be worn at a travel destination, whereas
Summary
Diverse consumption patterns, such as recycling, upcycling, fair trade, and vegan fashion, are becoming increasingly popular due to consumer lifestyle changes caused by various ethical, rational, and environmental considerations. Forms of consumption referred to as the sharing economy and collaborative consumption have become popular, globally. Individuals borrow what they need and lend what they do not need without owning production facilities or services [1,2,3]. Since 2008, fashion sharing services have emerged worldwide after first appearing in several countries in North America and Europe. “Rent the Runway”, a fashion startup founded in the United States, became a “unicorn” company in 2019, representing innovative success in the field of fashion in the sharing economy [4]
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