Strategic marketing of sustainable fashion: Exploring approaches and contradictions in the positioning of fashion rental

Despite the potential of sustainable fashion alternatives such as fashion rental, the market share of these business models is low, and they are considered niche offerings in the fashion market dominated by unsustainable options. However, limited research exists on the strategic marketing efforts required to position and scale these models. The aim of this study was to explore the strategic marketing of sustainable fashion by identifying approaches and contradictions in the positioning of fashion rental as a sustainable alternative. A qualitative multiple-case study was conducted involving five fashion rental companies in Finland. The findings were interpreted using Customer Value Propositions (CVPs) as a conceptual framework for exploring the economic, functional, emotional, and symbolic dimensions of proposed customer value as indicators for positioning. The study identified two approaches for positioning fashion rental: 1) in relation to ownership and 2) in relation to consumerism. These approaches revealed contradictions between detaching from and encouraging product ownership and balancing between maintaining and reducing consumerism. The results suggest that fashion rental companies navigate between niche and mainstream audiences by applying plasticity in their strategic marketing and that these activities occur within a highly complex environment. This article provides insights into the intermediate position of sustainable fashion alternatives, and expands the understanding of the gap between the acknowledged need to move to sustainable fashion and the minor share of these options on the market. •Positioning approaches for fashion rental focus on ownership and consumerism, revealing inherent contradictions.•Sustainable fashion alternatives occupy an intermediate market position, navigating between niche and mainstream audiences through strategic marketing plasticity.•Strategic marketing for sustainable fashion business models occurs in a highly complex environment, influenced by e.g. diverse sustainability targets and multifaceted roles for market actors.•Understanding the gap between the need for sustainable fashion business models and their minor market share is essential for expanding these alternatives.