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crucial when it comes to stocking inventory, the more capital available, the more items can be offered. Thus, appealing to consumers by providing them with more choices.Changing Values Reflected in the growth of products and service that consumers believe are consistent with their values. For example, consumers may switch to another company providing the same service for a lower price. BAG BORROW OR STEAL, SAC DE LUXE and FASHION HIRE are such companies that rent designer fashion items to consumers who want the associated affluence, glamour and status, that accompanies designer fashion, but are either lacking in purchasing power or reluctant to purchase an item they think might be pass the next fashion season. In order to retain customer loyalty, these companies aim to provide value to consumers who have plenty of options to choose from by engaging in customer orientated services value pricing, through the marketing mix 4Ps Product, Place, Price and Promotion; delivery channel.Product There is a wide range of designer branded items such as bags, sunglasses, jewels and belts being offered by the above mentioned companies; all of which are guaranteed to be 100% authentic. The guarantee that the goods available are genuine improves the company's reputation, resulting in customer loyalty as consumers not only have the assurance that they are getting value for money goodsservice, but also have more options to choose from with latest and vintage designer fashion items.Consumers are able to know which items are available for rental easily through the website interface, and delivery is slated within 24 to 48 hours, inclusive of a prepaid envelope to facilitate the items' return at the end of the rental period; adding convenience to consumers. Consumers can be placed on a waiting list with priority given to members for a popular item that is currently not available. For example, BAG BORROW OR STEAL's case, enabling consumers to purchase a designer fashion item should it be available for sale, gives consumers the sense that they have more flexibility and an additional option, should they wish to purchase a rental designer fashion item depending on its availability; with