A practice theory perspective on apparel sharing consumption models exploring new paths of consumption in France and Mexico

The sharing economy and, more specifically, access-based consumption models are challenging the very nature and purpose of owning consumer goods in a world where consumption is all around us. Previous research on this topic has seldom compared developed and developing countries, nor has it adequately explored access-based models in the fashion market. Building on practice theory, this study investigates the practice of renting clothes in France and Mexico. Our qualitative approach reveals similarities and differences between the two countries. In France alone, a practice of daily clothing rental is revealed, embedded in digital technologies and algorithms. In both countries, the research reveals a practice of occasional rental, with similar meanings - such as smart behavior, variety and testing, or sustainability concern - and similar doings - such as searching on line and trying in store. The observed differences mainly relate to individualistic versus collectivist cultures. In France, social status in a professional environment appears to be important to some consumers, while in Mexico the influence of traditions and celebrations may better account for this access-based consumption practice.