Oxford Brookes University
Oxford Brookes University
09/24/2026 | Press release | Distributed by Public on 09/24/2026 08:36
Researcher works with Oxfam on the first national charity fashion rental platform
A clothing rail with coat hangers and clothes. Image: Ron Lach/Pexels.com
She also provided input into the rental website ahead of its launch.
Dr Beech is an expert in consumer behaviour and has conducted extensive research into the adoption of rental clothing. Her research was used by Oxfam to inform the development of the new service and has also contributed to policy discussions, including evidence provided to the Environment, Food and Rural Affairs Select Committee.
Oxfam is well known for selling donated clothes through its charity shops. Its new service allows customers to rent selected garments for a 14-day period.
Items including designer dresses, suits, coats, tops and skirts are cleaned, prepared and photographed before being made available through the rental website.
Dr Beech will continue working with Oxfam under a consultancy agreement. She will analyse feedback from rental customers to understand the barriers to using the service and identify opportunities to improve it.
She said: "This new platform helps tackle textile waste by keeping quality garments in use for longer. By putting these garments back into circulation, the model offers a sustainable alternative to traditional retail while raising vital funds for Oxfam's global poverty-fighting initiatives."
Dr Beech added: "This partnership highlights the real-world impact of academic research in driving industry-wide change by bridging the gap between consumer behaviour theory and practical application. I look forward to continuing to support Oxfam as they work to become more and more sustainable."
Saba Kiani, Strategic Marketing Lead at Oxfam, said: "Working with Rebecca has given us a valuable opportunity to understand what might encourage more people to try charity clothing rental, and to use those insights as we developed this new platform. We're now looking forward to learning from customers themselves as we pilot the service.
"Oxfam has long encouraged people to think differently about how they shop, wear and value clothes, from opening the first permanent charity shop back in 1947, to launching campaigns such as Second Hand September. Rental gives us another opportunity to help more people enjoy the unique pieces donated to and found in Oxfam, while keeping those garments in use for longer and raising money to fight poverty."
Visit the Oxfam clothing rental platform on the charity's website.
An Oxford Brookes researcher has joined forces with the charity Oxfam to help it launch the first ever national charity fashion rental platform.
Dr Rebecca Beech, Senior Lecturer in Marketing, advised Oxfam on consumer attitudes to clothing rental, including awareness of rental fashion in the UK, the types of consumers most likely to use the service, the barriers that might prevent people from renting clothes, and how the new platform could reflect Oxfam's sustainability values.She also provided input into the rental website ahead of its launch.
Dr Beech is an expert in consumer behaviour and has conducted extensive research into the adoption of rental clothing. Her research was used by Oxfam to inform the development of the new service and has also contributed to policy discussions, including evidence provided to the Environment, Food and Rural Affairs Select Committee.
Oxfam is well known for selling donated clothes through its charity shops. Its new service allows customers to rent selected garments for a 14-day period.
Items including designer dresses, suits, coats, tops and skirts are cleaned, prepared and photographed before being made available through the rental website.
Dr Beech will continue working with Oxfam under a consultancy agreement. She will analyse feedback from rental customers to understand the barriers to using the service and identify opportunities to improve it.
She said: "This new platform helps tackle textile waste by keeping quality garments in use for longer. By putting these garments back into circulation, the model offers a sustainable alternative to traditional retail while raising vital funds for Oxfam's global poverty-fighting initiatives."
Dr Beech added: "This partnership highlights the real-world impact of academic research in driving industry-wide change by bridging the gap between consumer behaviour theory and practical application. I look forward to continuing to support Oxfam as they work to become more and more sustainable."
Saba Kiani, Strategic Marketing Lead at Oxfam, said: "Working with Rebecca has given us a valuable opportunity to understand what might encourage more people to try charity clothing rental, and to use those insights as we developed this new platform. We're now looking forward to learning from customers themselves as we pilot the service.
"Oxfam has long encouraged people to think differently about how they shop, wear and value clothes, from opening the first permanent charity shop back in 1947, to launching campaigns such as Second Hand September. Rental gives us another opportunity to help more people enjoy the unique pieces donated to and found in Oxfam, while keeping those garments in use for longer and raising money to fight poverty."
Visit the Oxfam clothing rental platform on the charity's website.
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