Fashion Rental: Exploring the Self-Concept through Women’s Lived Experiences of Access-Based Consumption

Ward, Amy Grace (2025) Fashion Rental: Exploring the Self-Concept through Women’s Lived Experiences of Access-Based Consumption. Doctoral thesis (PhD), Manchester Metropolitan University.

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Abstract

This thesis explores the emerging phenomenon of fashion rental as an access-based form of consumption. Specifically, it explores whether renting fashion items informs a consumer’s self-concept and, if so, how. Drawing on the novel combination of two seminal theories – Bauman’s theory of liquid modernity and Belk’s theory of the self-concept - and a conceptual framework (solid-liquid consumption), this research advances theoretical understanding surrounding liquid consumption and identity. To gain insight into consumer’s lived experiences of the phenomenon, existential phenomenology is utilised. Twenty-four phenomenological interviews were conducted with female consumers with experience of renting fashion items. Thematic analysis reveals three key themes that contribute to their self-concept, through the act of renting: (1) elevation, (2) advocacy, and (3) surrogacy. Specifically, participants shared a desire to rent items that elevate their sense of self, ensuring they protected and preserved their rented item while actively promoting renting as a sustainable alternative to consuming fashion - in the strive towards a circular economy. The findings offer a counterpoint to the prevailing view that access-based consumption has low relevance to the self. Instead, findings reveal how consumers rent fashion items to temporarily alter their self-concept and feel the best version of themselves. The act of renting appears to be as important, if not more so, than the item rented – revealing how the act of advocacy contributes to the self-concept. The surrogate consumer is introduced, which highlights how renting informs the self-concept through a sense of surrogacy and in doing so, presents a novel concept to the field of consumer research. Surrogacy problematises contamination concerns that are understood to be a current barrier to access-based consumption – advancing existing literature and presenting valuable insight for rental companies/marketers. Wider implications for theory, practice and policy are also presented.