DOI: 10.14457/tu.the.2025.234
title: Winter apparel rental service for Thai outbound travelers

description: Thailand's outbound tourism continues to expand, with Thai travelersincreasingly visiting cold-climate destinations such as Japan, South Korea, and Europe.However, tropical residents face a fundamental challenge: winter apparel purchased foroccasional trips remains underutilized, costly to maintain, and difficult to store in humidconditions. The global sharing economy, valued at USD 150.8 billion in 2022 andprojected to reach USD 2,031.1 billion by 2032, presents a viable alternative throughrental-based consumption models. This independent study develops a comprehensivebusiness plan for a winter apparel rental service targeting Thai female outboundtravelers, addressing the gap between temporary clothing needs and the inefficiency ofownership.The study employs a qualitative research design utilizing semi-structuredin-depth interviews with ten female participants aged 29-56, purposefully selected torepresent the target demographic of corporate employees and business owners whotravel internationally for leisure during winter seasons. The interview guideencompasses nine domains: travel behavior, trip planning priorities, clothingpreparation, climate mismatch responses, post-trip maintenance, ownership lifecycle,rental experience, non-user perceptions, and ideal service expectations aligned with the7Ps marketing framework. External environment analysis utilizes PESTEL and Porter'sFive Forces frameworks, while internal assessment incorporates SWOT analysis and(2)competitor benchmarking against three direct competitors: Mellow Rent Coat, MIKACoat, and Winter Clothing Shop.Research findings reveal five critical insights. First, hygiene transparencyemerged as the paramount concern, with participants indicating that documentedcleaning protocols and visible sterilization evidence would overcome adoption barriers.Second, participants demonstrated strong photography-driven wardrobe planningbehavior, coordinating outfits to avoid repetition across social media posts, creatingstructural demand for variety. Third, climate mismatch represents a significant painpoint, as customers independently research weather conditions due to unreliable touroperator information. Fourth, ownership dissatisfaction stems from post-tripmaintenance burden, storage constraints in tropical climates, and fashion obsolescence.Fifth, price sensitivity analysis revealed acceptable rental ranges of 1,000-2,000 THBfor standard items and 3,000-5,000 THB for premium items, with deposits up to 75%considered acceptable when refund policies are transparent.These findings directly inform the marketing strategy. The branddifferentiates through hygiene verification mechanisms including QR-linked garmentpassports and sealed packaging systems. Product strategy implements temperaturebanded collections addressing climate-appropriate selection needs. The two-tier pricingstructure (Standard: 900-1,500 THB; Premium: 2,500-5,000 THB) reflects validatedprice acceptance thresholds. Digital channels prioritize Facebook, Instagram, and LINEOfficial Account based on reported discovery patterns, with personalized stylingconsultations addressing the need for climate guidance.Operational strategy translates findings into service design. The 10 dayrental period accommodates typical 7–14 day trips plus return logistics. Inventoryallocates 80% to premium tier items featuring high-street fashion and technical outdoorbrands, responding to aspirational brand access preferences. Staff training emphasizesdestination climate expertise. The Bangkok showroom incorporates organized displayscategorized by season and temperature zone, while return processes includeprofessional dry cleaning, eliminating the post-trip maintenance burden identified as akey ownership dissatisfaction driver.Financial analysis demonstrates project viability with an initial investmentof 995,000 THB comprising 70% equity and 30% debt financing. The Weighted(3)Average Cost of Capital (WACC) is calculated at 9.87%. Under the base case scenario,the project generates a positive Net Present Value (NPV) of 2,303,940 THB, an InternalRate of Return (IRR) of 56.24% substantially exceeding the cost of capital, a Return onInvestment (ROI) of 587.77%, and a payback period of 1.40 years. Sensitivity analysisacross worst, base, and best case scenarios confirm business model resilience undervarying market conditions, with even the worst-case scenario achieving positivecumulative cash flow by Year 5.