SERVITIZING FASHION. SHIFTING FASHION CONSUMPTION INTO A SUSTAINABLE PARADIGM THROUGH SERVICE DRIVEN DESIGN

As Generation Z and Millennials are increasingly demanding conscious and sustainable responsibility from fashion companies, a new consumer profile come into view, facilitating the potential growth of the second-hand market. Nevertheless, what once seemed a mere prospect became a tangible reality, proven by the emergence of start-ups within the fashion rental segment. In this context, the present paper has as its main area of study the design of services within the fashion field, mainly the second-hand market. The research investigates the shift of paradigms regarding design, particularly the evolution from product to service, influenced by the new generations of digital native’s consumers, known as Millennial and Gen Z. The methodological approach is composed of literature review, study of cases, quantitative research, analysis of results and conclusion. Moreover, this paper intends to boost the discussion around circular economy, engaging consumers and contributing to a possible reduction of socio-environmental harms caused by the fashion industry as a result of overproduction, exacerbated consumption and unsold inventory.