Customized servitization as an innovative approach for renting service in the fashion industry

Fashion Industry has proven to be one of the most polluting industries that exists nowadays. Finding innovative ways to tackle its unsustainable development is a challenge that deserves attention. In the context of the 20-weeks program “Innovation for Change” a possible solution to the challenge was found. Design-driven and action research approach were encouraged in order to find innovative ideas. This paper show casts the partial results for a customized servitization for renting services in the fashion industry. The implications of an asset being transformed into a service changes the concept of products consumption and vary according to the final customer.