Unworn
A mixed methods study of unmet needs in fashion rental subscriptions.
A quick note from the researcher:
I've been a fashion rental member for years. I love the concept - wearing something beautiful, returning it, not contributing to a landfill. Sustainable fashion isn't just a trend to me, it's something I genuinely care about.
Which is exactly why I notice when the experience breaks down.
This is an independent research project - not commissioned by any brand. Just a researcher who loves this space, sees a real problem, and wanted to dig into it properly.
What if a failed rental didn't have to be a dead end?
SECTION 1
PROBLEM
When subscriptions overpromise and under-deliver
Fashion rental promises freedom - a constantly rotating wardrobe, access without ownership, sustainability without sacrifice. But somewhere between the promise and the delivery, something breaks down.
Items arrive and don't fit. Plan slots go unused. Members do mental math on whether the subscription is still worth it. And when the math stops adding up, they leave.
This isn't just a user experience problem. It's a retention problem. And it starts with understanding what members actually need in the moments the current experience fails them.
SECTION 2
RESEARCH
What this study is exploring
How do members experience fit failures and unused plan slots emotionally and behaviorally?
What mental models do members use to evaluate whether their subscription is worth keeping?
Is there a design opportunity that turns a pain point into a reason to stay?
PHASE 1
PHASE 2
PHASE 3
Qualitative Interviews
6 semi-structured in-depth interviews with current and lapsed fashion rental members. Exploring mental models, emotional responses to failed rentals, and unmet needs the current experience doesn't address.
Survey
A quantitative survey targeting 30–50 respondents to validate qualitative themes and measure how widespread key pain points are across a broader user base.
Concept Design
Research findings will directly inform a feature concept prototype - designed in Figma at high fidelity - addressing the most critical gap the research uncovers.
SECTION 3
Why this matters
Retention lives in the moments that go wrong
The best subscription products aren't designed just for the happy path. They're designed for what happens when things don't go as planned - and whether that moment makes a member more loyal or less.
Early secondary research and user interviews suggest an unexpected opportunity - one that could turn a subscription pain point into a community feature.
Stay tuned…Coming May 2026: Findings · Insights · Design Recommendations
More Projects
Unworn
A mixed methods study of unmet needs in fashion rental subscriptions.
A quick note from the researcher:
I've been a fashion rental member for years. I love the concept - wearing something beautiful, returning it, not contributing to a landfill. Sustainable fashion isn't just a trend to me, it's something I genuinely care about.
Which is exactly why I notice when the experience breaks down.
This is an independent research project - not commissioned by any brand. Just a researcher who loves this space, sees a real problem, and wanted to dig into it properly.
What if a failed rental didn't have to be a dead end?
SECTION 1
PROBLEM
When subscriptions overpromise and under-deliver
Fashion rental promises freedom - a constantly rotating wardrobe, access without ownership, sustainability without sacrifice. But somewhere between the promise and the delivery, something breaks down.
Items arrive and don't fit. Plan slots go unused. Members do mental math on whether the subscription is still worth it. And when the math stops adding up, they leave.
This isn't just a user experience problem. It's a retention problem. And it starts with understanding what members actually need in the moments the current experience fails them.
SECTION 2
RESEARCH
What this study is exploring
How do members experience fit failures and unused plan slots emotionally and behaviorally?
What mental models do members use to evaluate whether their subscription is worth keeping?
Is there a design opportunity that turns a pain point into a reason to stay?
PHASE 1
PHASE 2
PHASE 3
Qualitative Interviews
6 semi-structured in-depth interviews with current and lapsed fashion rental members. Exploring mental models, emotional responses to failed rentals, and unmet needs the current experience doesn't address.
Survey
A quantitative survey targeting 30–50 respondents to validate qualitative themes and measure how widespread key pain points are across a broader user base.
Concept Design
Research findings will directly inform a feature concept prototype - designed in Figma at high fidelity - addressing the most critical gap the research uncovers.
SECTION 3
Why this matters
Retention lives in the moments that go wrong
The best subscription products aren't designed just for the happy path. They're designed for what happens when things don't go as planned - and whether that moment makes a member more loyal or less.
Early secondary research and user interviews suggest an unexpected opportunity - one that could turn a subscription pain point into a community feature.
Stay tuned…Coming May 2026: Findings · Insights · Design Recommendations
More Projects
Unworn
A mixed methods study of unmet needs in fashion rental subscriptions.
A quick note from the researcher:
I've been a fashion rental member for years. I love the concept - wearing something beautiful, returning it, not contributing to a landfill. Sustainable fashion isn't just a trend to me, it's something I genuinely care about.
Which is exactly why I notice when the experience breaks down.
This is an independent research project - not commissioned by any brand. Just a researcher who loves this space, sees a real problem, and wanted to dig into it properly.
What if a failed rental didn't have to be a dead end?
SECTION 1
PROBLEM
When subscriptions overpromise and under-deliver
Fashion rental promises freedom - a constantly rotating wardrobe, access without ownership, sustainability without sacrifice. But somewhere between the promise and the delivery, something breaks down.
Items arrive and don't fit. Plan slots go unused. Members do mental math on whether the subscription is still worth it. And when the math stops adding up, they leave.
This isn't just a user experience problem. It's a retention problem. And it starts with understanding what members actually need in the moments the current experience fails them.
SECTION 2
RESEARCH
What this study is exploring
How do members experience fit failures and unused plan slots emotionally and behaviorally?
What mental models do members use to evaluate whether their subscription is worth keeping?
Is there a design opportunity that turns a pain point into a reason to stay?
PHASE 1
PHASE 2
PHASE 3
Qualitative Interviews
6 semi-structured in-depth interviews with current and lapsed fashion rental members. Exploring mental models, emotional responses to failed rentals, and unmet needs the current experience doesn't address.
Survey
A quantitative survey targeting 30–50 respondents to validate qualitative themes and measure how widespread key pain points are across a broader user base.
Concept Design
Research findings will directly inform a feature concept prototype - designed in Figma at high fidelity - addressing the most critical gap the research uncovers.
SECTION 3
Why this matters
Retention lives in the moments that go wrong
The best subscription products aren't designed just for the happy path. They're designed for what happens when things don't go as planned - and whether that moment makes a member more loyal or less.
Early secondary research and user interviews suggest an unexpected opportunity - one that could turn a subscription pain point into a community feature.
Stay tuned…Coming May 2026: Findings · Insights · Design Recommendations