Tabassum Ara, Post Graduate Academic Scholar, Department of Fashion Management Studies, NIFT, Daman
Dr Rahul Kushwaha, Assistant Professor, Department of Fashion Management Studies, NIFT, Daman
Abstract
The high-end fashion rental industry has witnessed significant growth due to changing consumer behavior and digital platform growth. One of the key drivers for this change is influencer marketing which is a bridge connecting aspirational luxury with sustainable consumption. This research investigates the role of influencer endorsements in changing consumer attitudes toward luxury fashion rental platforms, focusing on Date The Ramp as a case study. The study examines the extent to which variables like influencer credibility, relatability, and trust impact brand perception rental intent and user engagement. Drawing on both quantitative and qualitative consumer data, as well as analysis of influencer campaigns the research seeks to identify the psychological and emotional drivers behind rental choice. Some of the main goals are assessing the impact of influencer-created content on brand image, perceived rental value and consumers’ willingness to adopt luxury rentals as a lifestyle. The study also investigates the contribution of visual storytelling, content engagement and influencer relatability in developing customer loyalty and trust. The results seek to provide strategic recommendations for luxury fashion rental brands that wish to properly utilize influencer marketing to achieve consumer acceptance create brand loyalty and facilitate sustainable fashion adoption.
Introduction
As consumers look to affordable, environmentally friendly, and versatile substitutes to traditional ownership the luxury fashion market is seeing a paradigm change. Luxury fashion rentals—providing high-end designer clothes without the monetary and environmental costs of extended possession—have arisen as an enticing alternative in the changing marketplace. The success of any rental business model relies on the perception of consumers, but particularly in the luxury market where issues relating to personalization, social status quality of garments and cleanliness tend to be raised.
Influencers are most important in meeting these concerns through the contextualization of the rental experience and promotion of its usability, styling versatility and the emotional satisfaction of wearing luxury fashion without the financial commitment of ownership. By creating genuine content and sharing personal experiences, influencers can fill the perception gap and build consumer trust on sites such as Date The Ramp.
Date The Ramp is a luxury fashion renting platform providing consumers with access to high- end designer fashion and accessories to be used for a short time. Not only does it redefine luxury consumption but also responds to the demand for sustainable and ethical fashion. This research seeks to explore the effect of influencer marketing on the perception of luxury fashion renting platforms, with Date The Ramp being a focus point of interest. The study attempts to examine influencer-generated content’s influence on brand perception, perceived rental worth, and customers’ willingness to embrace fashion rental as a trend. The research also examines the effectiveness of influencer relatability, engagement, and visual narration in establishing consumers’ trust in and loyalty toward brands. Influencer campaigns do more than just boost visibility for Date The Ramp, they create brand credibility—particularly in a marketplace where consumers expect guaranteeing fit, quality, cleanliness, and service.
Frequently influencers serve as brand spokespeople and early adopters showcasing the rental process visually from browsing and choosing the items to unboxing and styling the pieces for actual events. This content not only presents social proof but also tackles frequent customer questions, eventually driving engagement and conversion.
Objectives
The objectives are to investigate the impact of influencer-generated content on customer trust, brand perception, and preference for renting luxury fashion over buying. Specifically, the study aims to examine how influencer qualities such as relatability, authenticity, and expertise influence customer confidence in luxury clothing rental platforms. It seeks to assess the role of influencer marketing in promoting luxury fashion rentals as a sustainable and ethical alternative to traditional fashion consumption.
Literature Review
Chopra, Anjali (2020) Due to word-of-mouth advertising, influencer marketing is becoming more and more popular, according to recent marketing trends. Businesses are growing increasingly aware of the influence influencers have on a customer’s decision to buy as more people use social media. Ajzen, (1991) using the theory of planned behaviour (abbreviated TPB) and social learning theory Bandura &Walters, (1963) as part of the qualitative research to identify key factors of influencer marketing that impact consumer behaviour, the current study clarifies several aspects of influencer marketing that influence consumer behaviour.
Influencers are progressively providing knowledge and innovative sources to their audience. The current study illustrates how a psychological process called congruence, when applied in influencer marketing campaigns, might contribute to the success of this novel kind of persuasive communication. It is based on concepts of balance, cognitive dissonance, and congruity. In order to understand the behavioral intentions of consumers when they encounter product recommendations from fashion influencers on Instagram, this study focusses on the congruence of the three essential elements of any influencer marketing campaign: the influencer, the consumer (or follower), and the sponsored brand.
In the dynamic realm of marketing, influencer marketing is a potent instrument that is altering consumer behaviour and brand perceptions in India. Through boosting brand awareness, fostering trust, and influencing Indian consumers’ purchase decisions, this strategy has fundamentally altered the landscape of traditional advertising. Influencer marketing is at the forefront of actually engaging consumers and creating great company outcomes in the digital age. The main goal of influencer marketing is to establish genuine connections with clients. It goes beyond conventional marketing techniques by creating impactful campaigns by leveraging the credibility and reach of influencers. By collaborating with influencers that connect with certain target populations, brands can build meaningful relationships that humanize Indian consumers. This customized approach influences consumer behaviour by influencing brand perceptions and guiding purchase decisions, in addition to boosting engagement.
Nisha, et al., (2023) Garment waste is a major issue in the current fashion industry, as the industry is responsible for 7% of landfills globally as of 2023. It is obvious that the industry needs a major makeover. Fashion rental is one example of an access-based consumption strategy that consumers can use to reduce the cost and environmental effect of buying new clothing. It focusses on how to use or function items rather than taking ownership of them. Sharing worn items with others reduces waste from clothing and the use of virgin resources while increasing the frequency of usage. Therefore, the study’s main objective is to find out how consumers perceive clothing rentals.
Geoforum(2023) The garment business is receiving more international attention as the second-largest polluter after the oil industry. Once known as the “democratisation of fashion,” fast fashion has developed into a resource-intensive, low-cost, and fast-paced industry. As a result, sustainable consumerism has accelerated and innovative alternatives like collaborative consumption and product service systems are growing in popularity. Nevertheless, despite increased concern, the sustainable alternatives business remains modest when compared to the global fast fashion industry. Programs for renting clothing are still not thoroughly researched in the UK. By increasing life cycles and reducing waste, these cooperative consumption initiatives promote a circular economy.
The results show that client area, style, and sustainability preferences affect uptake, whereas the nature of the items impacts how economical renting is. The results of the study indicate that for rental clothing programs to become popular alternatives to fast fashion, they need to be more accessible and trusted.
Methodology
The study used a mixed-method strategy, incorporating quantitative and qualitative methods to investigate the impact of influencer marketing on consumer attitudes towards luxury fashion rental websites, with specific emphasis on Date The Ramp. This research strategy allowed for a more comprehensive understanding of not just consumer behaviors but also the psychological and emotional drivers that motivate rental choices in the luxury fashion industry.
Information for the study was gathered using a formatted Google Survey, which was specially made for this research. The survey was a mix of closed-ended and open-ended questions. Closed-ended questions came in the form of multiple-choice and Likert scale to obtain quantifiable data, while open-ended questions provided the participants more freedom to state their views and opinions. The questionnaire was shared online across several channels, such as social media and email, among digitally engaged individuals who are more likely to interact with luxury fashion content and influencer-driven stories.
Data Analysis Techniques and Tools
113 valid answers were gathered using the convenience sampling method. The non-probability sampling approach used here was apt considering that the study is exploratory and also meant to get across to those who know of social media influencers and care for fashion. Respondents were mainly youth aged 18 to 45 and staying mostly in cities within India—the segments whose main consumer base for luxury fashion renting platforms closely relate.
To process the data that had been gathered, JASP statistical software was utilized. The answers were initially analysed using descriptive statistical analysis in order to get to know general tendencies, demographic distribution, and how familiar and engaged consumers were with influencer material. Reliability of scale-type questions was established using Cronbach’s Alpha in order to guarantee that measurement tools employed were both consistent and reliable. In order to analyse the interrelations among the most important variables like influencer credibility, relatability, and consumer trust, correlation and regression analysis were performed. These methods facilitated the identification of important patterns and predictive factors within the data. The survey also had qualitative elements to capture more nuanced insights into the attitudes and feelings of the respondents. The open-ended answers were coded thematically, searching, or repeated concepts and phrases pertaining to influencer marketing, rental platform trust, and luxury rental perceived value. This qualitative depth provided context to the quantitative findings and assisted in interpreting the motivations behind consumer behaviour better.
Data Analysis & Interpretation
The survey had 113 respondents, and a considerable majority belonged to the 18–24 age group (79 respondents), while the other 34 respondents were from the 25–34 age group. This suggests that younger, fashion-conscious consumers are the key audience consuming luxury fashion rental services and influencer-led fashion narratives. On the gender side, the survey was more female, as it had 93 women and 20 men, reflecting that there is a greater preference among women for both luxury fashion as well as social media fashion content.
Concerning knowledge of luxury fashion rental services such as Date The Ramp, 63 of the respondents (55.8%) were familiar with such a platform, but 50 (44.2%) were not. While more than half the respondents know of the idea, the almost exact divide indicates there is still substantial room for visibility and awareness gain through marketing campaign efforts— particularly influencer campaigns.
Frequency Tables
| Frequencies for Have you heard about luxury fashion rental services like Date the Ramp? | ||||
| Have you heard about luxury fashion rental services like Date the Ramp? | Valid Percent | Cumulative Percent | ||
| Frequency | % | |||
| No | 50 | 44.248 | 44.248 | 44.248 |
| Yes | 63 | 55.752 | 55.752 | 100 |
| Missing | 0 | 0 | ||
| Total | 113 | 100 | ||
When questioned if they had ever hired an outfit from a fashion rental service 66 respondents (58.4%) replied they had not and 47 respondents (41.6%) had done it. This implies that although the idea has raised interest true adoption is only moderate, possibly because of factors like quality, hygiene, or unfamiliarity with the rental system.
Frequency Tables
| Frequencies for Have you ever rented an outfit from a fashion rental service? | ||||
| Have you ever rented an outfit from a fashion rental Services? | Valid Percent | Cumulative Percent | ||
| Frequency | Percent | |||
| No | 66 | 58.407 | 58.407 | 58.407 |
| Yes | 47 | 41.593 | 41.593 | 100 |
| Missing | 0 | 0 | ||
| Total | 113 | 100 | ||
One of the key themes of this study is the influence of influencers. Most of 56 respondents (49.5%) indicated that they follow fashion influencers on social media. Yet, just 57 (50.4%) indicated that they had seen influencers advertising rental sites like Date The Ramp. This suggests a disconnect between influencer activity and visibility to the audience, indicating a need for improved campaign targeting or platform engagement.
Frequency Tables
| Frequencies for Have you seen influencers promoting Date the Ramp or similar rental services? | ||||
| Have you seen influencers promoting Date the Ramp or similar rental services? | Frequency | % | Valid Percent | Cumulative Percent |
| No | 56 | 49.558 | 49.558 | 49.558 |
| Yes | 57 | 50.442 | 50.442 | 100 |
| Missing | 0 | 0 | ||
| Total | 113 | 100 | ||
Regarding whether the respondents would rent a designer dress for a special occasion (such as a wedding or party), 51 (45.1%) were willing to rent, and 62 (54.9%) were not. This is a conservative approach towards fashion rentals and shows that more efforts need to be made to build trust through influencers and brands.
Frequency Tables
| Frequencies for If you had an important event (wedding and party), would you consider renting a designer outfit instead of buying? | ||||
| If you had an important event (wedding and party), would you consider renting a designer outfit instead of buying | ||||
| Frequency | % | Valid Percent | Cumulative Percent | |
| No | 62 | 54.867 | 54.867 | 54.867 |
| Yes | 51 | 45.133 | 45.133 | 100 |
| Missing | 0 | 0 | ||
| Total | 113 | 100 | ||
Notably, 66 of the respondents (58.4%) indicated they would prefer to see more influencers endorsing luxury fashion rentals, which indicates an open mind toward influencer-generated content in this area. This gives luxury fashion rental brands a clear way forward in using influencer credibility to influence attitudes and drive sales.
Frequency Tables
| Frequencies for Would you be interested in seeing more influencers promote luxury fashion rentals? | ||||
| Would you be interested in seeing more influencers promote luxury fashion rentals? | ||||
| Frequency | % | Valid Percent | Cumulative Percent | |
| No | 47 | 41.593 | 41.593 | 41.593 |
| Yes | 66 | 58.407 | 58.407 | 100 |
| Missing | 0 | 0 | ||
| Total | 113 | 100 | ||
These results indicate that although luxury fashion rentals have been getting some momentum, influencer marketing remains untapped potential in this arena. A strategic emphasis on relevant, credible, and compelling influencer content has the potential to impact the consumer journey from awareness through adoption in a positive way.
Suggestions
The suggestions include researching the impact of different types of influencers (macro, micro, and nano) on consumer trust in luxury fashion rentals, examining how influencer advertisements affect perceived value, hygiene, and quality of rental clothing, and investigating the role of authenticity in sponsored content. Additionally, the study could compare user reactions to influencer content on various platforms (TikTok, YouTube, Instagram) and assess whether influencer marketing drives rental intent and loyalty, ultimately leading to increased brand loyalty and actual rentals.
Conclusion
The purpose of this study was to investigate how influencer marketing affects consumer perception in the newly developing field of luxury fashion rentals. The results show that, especially among younger, tech-savvy populations, influencers have a big impact on consumer knowledge, trust, and interest in rental-based luxury apparel. When consumers believe that influencers are genuine, approachable, and consistent with their own beliefs, they are more likely to use rental services. The study emphasizes that influencer endorsements can hasten acceptance by increasing brand awareness and legitimacy, even though price and sustainability are important factors in rental uptake. All things considered, influencer marketing works well to normalize renting expensive clothing as a practical, fashionable, and environmentally friendly substitute for buying. Using the appropriate influencers can assist close the gap between consumers’ curiosity and conversion as the rental model continues to gain traction.
References
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https://www.researchgate.net/publication/342181914
Sokolova, K., & Kefi, H. (2021). Understanding influencer marketing: The role of congruence between influencers, products, and consumers. ResearchGate.
https://www.researchgate.net/publication/352120476
Patel, A., & Darji, K. (2024). Impact of influencer marketing on consumer buying
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Yadav, A., & Shrivastava, A. (2023). Impact of social media influencers on purchase decisions of Gen Z. International Journal of Home Science, 9(1), 335–339.
https://www.homesciencejournal.com/archives/2023/vol9issue1/PartE/9-1-79-426.pdf
Phua, J., Jin, S. V., & Kim, J. J. (2023). The roles of social media influencers in the luxury fashion market: Understanding followers’ engagement and purchase intentions. Geoforum, 142, 103–115. https://doi.org/10.1016/j.geoforum.2023.103115
