# Borrowed Luxury High-end rentals allow less affluent consumers temporary indulgences. By [Katherinev123](https://www.trendhunter.com/katherine), Contributing Editor | Published Mar 25, 2012, updated Apr 4, 2012 | Category: [Autos](https://www.trendhunter.com/pro/category/auto-and-motor-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/borrowed-luxury ## Key Figures - Trend score: 2.5/10 - Evidence articles: 7 ## What is the Borrowed Luxury trend? **Borrowed Luxury:** In 2009, we discovered 'Rental Culture,' in which consumers were renting everything from art to apparel in an effort to save money during the recession. Now, consumers have more discretionary income at their fingertips and are thus going bigger with their rentals. Renting a couture gown or luxury vehicle is less costly than actually purchasing it, which helps to alleviate feelings of buyer's remorse or guilt, and they also allow the less wealthy the chance to reward themselves with some much-deserved indulgence, if only for a day or two. ## At a Glance - Evidence: 7 featured examples - Articles from: Mar 29, 2011 to Mar 22, 2012 - Published: Mar 25, 2012 - Patterns: [Redirection](https://www.trendhunter.com/pattern/redirection), [Reduction](https://www.trendhunter.com/pattern/reduction) - Megatrends: [Curation](https://www.trendhunter.com/megatrend/curation), [Experience](https://www.trendhunter.com/megatrend/experience), [Prosumerism](https://www.trendhunter.com/megatrend/prosumerism) ## Audience - Gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Borrowed Luxury trend ### Luxury Rentals The trend indicates that consumers are looking for access to high-end goods and services that they cannot afford to purchase outright bringing disruptive innovation opportunities to rental companies that offer high-end items. ### Specialized Rental Services The trend indicates that consumers are looking for more specialized rental programs that give them access to high-end items like luxury cars and condos. Disruptive innovation opportunities may lie in developing rental services that serve specific needs. ### Frugal Fashion Rentals The trend indicates that consumers want to rent fashion-forward clothing and accessories instead of buying them. Disruptive innovation opportunities may exist for rental companies to offer high-quality clothing and accessories at an affordable price point ## What the Borrowed Luxury trend means for industry ### For Luxury Goods Rentals Luxury rentals are providing access to high-end goods and services, and the rental industry can benefit from offering these items to consumers. ### For Travel and Tourism Industry Opportunities exists for hotels and resorts to introduce luxury rental programs. By offering this service that includes access to premium amenities and locations, resorts will attract more revenue-generating customers. ### For Fashion Industry Opportunities to tap the trend of frugal fashion rentals by offering subscription-based fashion rental services lie for the fashion industry. This will improve their sales revenue while offering consumers low-priced high-quality items. ## Trend signals for Borrowed Luxury Trend score 2.5 out of 10, from popularity 33%, activity 33%, freshness 8%. - Popularity: 33% - Activity: 33% - Freshness: 8% ## Examples of the Borrowed Luxury trend 7 featured examples from Mar 29, 2011 to Mar 22, 2012. - [Futuristic Workday Roadsters](https://www.trendhunter.com/trends/pod-single-seat-urban-vehicle): The Pod Single-Seat Urban Vehicle is Designed for the Nine to Five (Category: Autos) Implication: Car-sharing platforms can leverage the Pod single-seat urban vehicle to cater to the needs of urban commuters and offer them a cost-effective transportation solution. - [Luxury Vacation Rentals](https://www.trendhunter.com/trends/luxury-vacation-rentals): Travel En Vogue Helps Vacationers Rent Luxury Condo Suites (Category: World) Implication: Disruptive Innovation Opportunity: Develop a hospitality service that specializes in managing and renting out luxury vacation rentals on behalf of owners, providing a seamless exp… - [Rentable Reality Residences](https://www.trendhunter.com/trends/jersey-shore-house): The 'Jersey Shore' House is a Dramatic Dwelling up for Occupancy (Category: Pop Culture) Implication: Opportunity for hotels and vacation rental platforms to partner with reality TV shows or celebrities to offer unique and memorable rental experiences to customers. - [Frugal Fashion Rentals](https://www.trendhunter.com/trends/lavish-labels-borrowed): 'Lavish Labels (Borrowed)!' Lends Luxury Clothing for Style on a Budget (Category: Luxury) Implication: Fashion retailers can explore the opportunity of offering rental services for designer clothing to tap into the growing market of budget-conscious consumers who still want to expe… - [Loaned Designer Duds](https://www.trendhunter.com/trends/rent-frock-repeat): Rent Frock Repeat Lets You Wear High Fashion for a Fraction of the Price (Category: Business) Implication: Disruptive innovation opportunity in the fashion rental industry by providing a platform for consumers to rent designer clothes and accessories for special events. - [Luxury Car Swap Services](https://www.trendhunter.com/trends/drivenow): Drivenow Lets You Own a BMW for a Few Hours a Day (Category: Autos) Implication: The automotive industry can leverage luxury car sharing services to tap into a new customer base and generate additional revenue streams. - [Luxury Vehicle Rental Sites](https://www.trendhunter.com/trends/qraft): Qraft Connects Luxury Toy Owners with Prospective Renters (Category: Autos) Implication: The technology industry can leverage their expertise in developing secure peer-to-peer sharing platforms to build similar models to Qraft, encouraging luxury vehicle sharing and c… ## Recent trend clusters - [Racing Homage](https://www.trendhunter.com/protrends/racing-homage) (Autos) - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) ## Trending in Autos - [French Retro City Cars](https://www.trendhunter.com/trends/french-retro-city-cars) - [Factory-Backed Performance Centers](https://www.trendhunter.com/trends/heritage-performance-centers) - [Flexible Luxury Motorhomes](https://www.trendhunter.com/trends/flexible-luxury-motorhomes) - [Electric Luxury Grand Tourers](https://www.trendhunter.com/trends/high-price-ev-sedans) All articles: [Autos](https://www.trendhunter.com/autos)