A New Business Model for the Fashion Industry. The Emergence of Fashion-as-a-Service

This study aims to analyze current fashion consumer trends, focusing on factors influencing purchasing behavior and shaping the customer journey. Applying a systematic literature review (SLR) process, data was collected and analyzed in three steps: review planning, review conducting, and finding reporting. Results from 56 academic publications revealed six major content areas, indicating an emerging purchasing behavior that suggests a shift towards Fashionas-a-Service (FaaS) business model, i.e. a distribution model in which clothing and accessories are provided to customers temporarily, often through rental or subscription. However, the research’s limitations prevent the establishment of a general framework for fashion consumer behavior. Combining the SLR with empirical investigations could address this gap and guide future research. These findings present a broad view of changing consumer behavior in the fashion industry and offer valuable insights for fashion retailers to adapt their business models. Adapting to these trends is crucial for retailers to thrive in an increasingly globalized and digitized market landscape.