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WASHINGTON – Researchers at Washington State University (WSU) say rental fashion services are particularly popular amongst Gen Z consumers, who – as well as wanting access to a variety of apparel styles – are buoyed by the sustainability benefits. 

Academics surveyed 362 adults born between 1997 and 2002 to gauge their attitudes and requirements when purchasing apparel. 

“They're more focused on usage,” said Ting Chi, chair of WSU’s Department of Apparel, Merchandising, Design and Textiles. “That increases a product's lifecycle if it is worn by different people. It also reduces waste while still meeting consumer needs for variety.”

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