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men s prada sunglasses may not have the means to own such goods. There are also consumers who are unwilling to purchase designer fashion items, only to become pass the next fashion season. Thus, these consumers ranging from students, working women to housewives look toward the designer fashion rental market as an answer to their needs and wants a sense satisfaction of exclusivity, status and privilege, as not many can afford such luxury goods; wanting to look good at the same time. Han 2008As the fashion cycles are relatively fast moving, consumers expect companies providing designer item rental services to be up to date with the latest designer fashion, and have a wide selection of items to select from. Thus, making it possible to consider the designer fashion rental market as a niche market, since target markets can be segmented according to designer fashion categories, consumer lifestyle expectations and statistics demographic, psychographic etc.Growing market The designer fashion rental is a growing market, offering more options to consumers. With the increasing amount of consumers who are looking for more economical ways of 'expanding' their wardrobe, especially if they want to experience the status and exclusiveness that is often associated with designer fashion items despite their limited spending power Han 2008, or if they are affected by any economic downturn Barlyn 2008. Investors are also finding companies such as BAG BORROW OR STEAL attractive Evers 2006; all of which contribute to the industry's growth.Competition As there can be many niches catering to specific target markets, there are fewer competitors: few companies provide similar services, as compared to mainstream fashion. Another example would be that during a recession or slow economy growth, consumers might be more concerned about their physiological needs rather than their self esteem needs Maslow 1943; consuming less designer fashion goods, resulting in declining sales.Capital Fast moving fashion cycles might make it harder to predict which items to stock; especially if a company is restricted by capitalcash flow; they would be unable to afford stocking too much inventory. Capital is