* Note: not a women, Do not fashion trends. This is purely based on my observations of the women around me (wife, sisters etc etc), and some cursory reading on Zara etc.*<p>1. Things come and go into fashion, you have trends and &#x27;mini-seasons&#x27; or something like that.<p>2. This is still driven by the major fashion labels<p>3. A critical thing has changed though: quite a number of companies have optimized their supply chain. I believe the term is called &quot;Fast-fashion&quot;.<p>5. Examples: Zara, H&amp;M, Mr Price (South Africa).<p>6. They are cost effective.<p>7. This means they get can a new design in stores within 2-4 weeks.<p>7. In other words, you could wear something that is &#x27;in-fashion&#x27; at the same time as other high-end labels, previously with the long lead times and manufacturing in china you would get the item a season later. The followers were always behind.<p>8. This has resulted in changing behavior. Buying items from these stores. Using them for a few weeks or 1-2 months. And then getting rid of the item.<p>In other words, i believe the value proposition for rental of &#x27;every-day&#x27; wear is quite weak.