Ekonomija dijeljenja u maloprodaji na primjeru odjeće

master's thesis

• Title (english): Sharing economy in retail on example of apparel
• Author: Josipa Radman
• Mentor: Blaženka Knežević (mentor)
• Committee member: Dario Dunković (predsjednik povjerenstva)
• Committee member: Dora Naletina (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Trade and International Business); Zagreb
• Defense date and country: 2024-09-24, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Trade and Tourism

Abstract

Ekonomija dijeljenja je koncept koji se temelji na zajedničkom korištenju resursa kako
bi se smanjili troškovi i povećala efikasnost. U maloprodaji, posebno u odjevnoj industriji,
ekonomija dijeljenja igra ključnu ulogu u promoviranju održivosti i smanjenju otpada. Tri
platforme koje ističu različite aspekte ovog pristupa su Rent the Runway, ThredUP i Peerby.
Svaka od njih doprinosi ekonomiji dijeljenja na svoj jedinstveni način. Rent the Runway je
pionir u iznajmljivanju dizajnerske odjeće i modnih dodataka. Osnovana s ciljem da visoka
moda postane dostupnija širem krugu ljudi, ova platforma omogućava korisnicima da
iznajmljuju odjeću za posebnim prigodama ili svakodnevnu upotrebu. ThredUP je najveća
online trgovina za kupovinu i prodaju second-hand odjeće, obuće i dodataka. Platforma nudi
širok spektar pre-owned modnih artikala, čime potiče recikliranje i ponovnu upotrebu odjeće.
Peerby je platforma koja omogućava korisnicima posuđivanje ili iznajmljivanje
predmeta od drugih ljudi u njihovoj lokalnoj zajednici. Iako nije isključivo fokusirana na
modu, Peerby promovira ekonomiju dijeljenja i smanjuje potrebu za kupovinom novih
artikala. Sve tri platforme zajedno doprinose smanjenju otpada, promicanju održivih praksi i
podršci cirkularne ekonomije. Kroz iznajmljivanje, preprodaju i dijeljenje, one omogućuju
potrošačima da sudjeluju u ekonomiji dijeljenja, smanjujući negativan utjecaj na okoliš i
promovirajući odgovornu potrošnju.

Abstract (english)

The sharing economy is a concept based on the shared use of resources to reduce costs
and increase efficiency. In retail, especially in the apparel industry, the sharing economy plays
a key role in promoting sustainability and reducing waste. Three platforms that highlight
different aspects of this approach are Rent the Runway, ThredUP and Peerby. Each of them
contributes to the sharing economy in their own unique way. Rent the Runway is a pioneer in
the rental of designer clothing and fashion accessories. Founded with the aim of making high
fashion accessible to a wider range of people, this platform allows users to rent clothes for
special occasions or everyday use. ThredUP is the largest online store for buying and selling
used clothes, shoes and accessories. The platform offers a wide range of used fashion items,
thus encouraging recycling and reuse of clothing.
Peerby is a platform that allows users to borrow or rent items from other people in
their local community. Although not exclusively focused on fashion, Peerby promotes the
sharing economy and reduces the need to purchase new items. All three platforms together
contribute to reducing waste, promoting sustainable practices and supporting the circular
economy. Through renting, reselling and sharing, they enable consumers to participate in the
sharing economy, reducing the negative impact on the environment and promoting
responsible consumption.

• Keywords: ekonomija dijeljenja; maloprodaja; odjeća; online platforme; Rent the Runway; ThredUP; Peerby
• Keywords (english): sharing economy; retail; clothing; online platforms; Rent the Runway; ThredUP; Peerby
• Language: croatian
• URN:NBN: urn:nbn:hr:148:642417
• Study programme: Title: Management and retail marketing; Study programme type: professional; Study level: specialist graduate; Academic / professional title: magistar ekonomije/magistra ekonomije (magistar ekonomije/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Open access
• Created on: 2024-09-25 15:17:33