1. Things come and go into fashion, you have trends and 'mini-seasons' or something like that.
2. This is still driven by the major fashion labels
3. A critical thing has changed though: quite a number of companies have optimized their supply chain. I believe the term is called "Fast-fashion".
5. Examples: Zara, H&M, Mr Price (South Africa).
6. They are cost effective.
7. This means they get can a new design in stores within 2-4 weeks.
7. In other words, you could wear something that is 'in-fashion' at the same time as other high-end labels, previously with the long lead times and manufacturing in china you would get the item a season later. The followers were always behind.
8. This has resulted in changing behavior. Buying items from these stores. Using them for a few weeks or 1-2 months. And then getting rid of the item.
In other words, i believe the value proposition for rental of 'every-day' wear is quite weak.