By realizing the huge benefits of sharing economy, China also embarked on brisk sharing platform businesses. Among lots of sharing economy platforms, fashion streaming services are getting popularity in China. Fashion streaming services mean services that allow people to rent clothes on some days instead of selling them. there are three major corporations which provide rental clothing platform services for consumers.

▲ Simple map of China

First, Nushenpai started its business in March 2015. its main motto is "Less burden, more benefits." Nushenpai provides its own magazines to the members. Members can rent clothes without any restriction for a month if they just pay for a monthly fee. From graduation's gowns to wedding dresses, Nushenpai provides a range of clothes for their consumers.

Second, Yiersan is the earliest fashion streaming platform. The persons concerned once said that the company hopes that more office women can put on new clothes every day without worry. The brands, which Yiersan are dealing with, are especially popular among white-collar women. The company recently made contact with a washing organization for better cleanliness, since hygiene is highly important in fashion streaming industry.

▲ Yiersan, the earliest fashion streaming platform in China

Third, Meilizu is the biggest high-end clothing rental services platform. It provides various high-quality clothes at a cheap cost. The company is considered as the fastest and most professional brand from quality to customer services in China. Members can evaluate each product after they buy and use their own clothes. One of the notable characteristics of Meilizu is that members can also share their own clothes with other members. Meilizu also has a customer service counter in each store so that customers can directly ask any questions whenever they want.

Sharing economy is the irreversible trend around the world, and fashion streaming service is one of the biggest industries using the notion of the sharing economy. Numerous women now feel glad to use fashion streaming services because they get lots of benefits. By using fashion streaming services, women do not have to get in trouble with choosing clothes anymore every morning. They do not have to waste money. Instead, they can enjoy more clothes with less amount of money. This naturally leads to a positive impact on the protection of the environment. Thus, we will have to watch fashion streaming services in China with a long-term point of view

▲ Fashion streaming services, which allow people to rent clothes instead of purchasing them

In fact, the fashion streaming trend is not just in China. There are many fashion streaming services in Korea such as 'Rent the Runway' or 'the Closet Share'. However, these companies are not as popular as in China. Perhaps Koreans still seem to have aversion to sharing clothes with others. I think that Korean companies need to carry out more strategic marketing to attract more consumers like hygiene marketing. I hope the fashion sharing business can become more active in Korea as well.

June 16th, 2019

Seo Young Kim