On the attractiveness of clothing libraries for women: Investigating the adoption of product-service systems from a practice-based perspective

Abstract

Clothing libraries, an application of product-service system in the clothing sector, could potentially combat clothing overconsumption but consumer adoption is limited so far. Research so far has largely overlooked the diversity in adoption barriers depending on the context. Using a practice-based approach, this paper explores how adoption barriers differ across clothing consumption profiles and types of clothing libraries. A focus group methodology is used to examine two types of clothing libraries (occasional vs. everyday) intended for women and four clothing consumption profiles (fashionista, rational, emotional, restrained). This paper shows that occasional clothing libraries are perceived as more attractive than everyday clothing libraries because they require a smaller change of practice. Factors such as the possibility of wearing the garment again, existing alternatives (second hand purchase or exchanges with friends or family), the type of occasion (event, seasonal or daily), the need for garment renewal, and the price interact in a similar way for clothing purchases and occasional clothing libraries. This paper also shows that the barriers to practice change differ between consumption profiles. For example, not feeling the need to renew one's wardrobe is an obstacle to subscribing to everyday clothing libraries for the rational profile, while this same factor, feeling the need to regularly renew one's wardrobe, is a lever for subscribing to everyday clothing libraries for the fashionista profile. The findings can be used to tailor clothing libraries to specific consumption profiles' needs in order to shift their fashion practices towards sustainable consumption.