Driven by her passion for the fashion industry and a deep concern for its environmental effects, Marzhan Kurmangaliyeva has emerged as a pioneer in the circular economy in Almaty. Through her store, "Fashion Freedom Rent," Marzhan offers a diverse selection of preowned dresses and accessories for customers to rent, revolutionizing the way people consume fashion and contributing to a more sustainable economy in Kazakhstan.
Marzhan's journey in the circular economy began while participating in an eco-startup incubator. Troubled by the issues of waste and limited clothing recycling options, she sought guidance from her mentors. Inspired by their suggestion to explore the rental business model, Marzhan saw an opportunity to align her passion for fashion with a sustainable and collaborative approach. This led to the establishment of "Fashion Freedom Rent," where individuals can enjoy the experience of wearing stylish garments without the burden of long-term ownership.
Marzhan explained, “I wanted to create a solution that combines fashion and sustainability. Renting allows people to access a wide range of clothing options without contributing to the overconsumption and waste that plagues the fashion industry."
Despite challenges in shifting the prevailing culture of ownership among consumers in Kazakhstan, Marzhan's dedication and effective communication strategies have allowed "Fashion Freedom Rent" to thrive. In its first year, the business achieved profitability and developed a loyal client base, primarily consisting of students and women seeking affordable options for special occasions. Over time, the customer base expanded to include practical women who value the convenience of renting and share a concern for the environmental impacts of fast fashion.
Marzhan emphasizes, "Through renting, we can change the perception of fashion and encourage people to embrace a more sustainable lifestyle. It's about making conscious choices and rethinking our relationship with clothing."
Through targeted marketing efforts and educational initiatives, Marzhan successfully communicates the benefits of renting and the positive environmental impact it can have. By providing a sustainable fashion solution, "Fashion Freedom Rent" taps into a growing community of individuals who recognize the value of reducing waste and embracing eco-friendly practices.
Marzhan believes that "Fashion Freedom Rent" is not just a business but a platform for change. She states, "Our goal is to empower people to make conscious fashion choices. By renting preowned dresses, they can enjoy new styles while reducing their environmental footprint."
Continuing to push the boundaries of innovation, Marzhan introduced a new co-renting business model. Customers now have the option to co-rent their own dresses, sharing both the profits and risks with the store. This unique approach expands the dress supply without significant investments, tapping into the existing resources and wardrobes of customers. It creates a collaborative and sustainable ecosystem where individuals can monetize their dresses while contributing to the circular fashion economy.
Marzhan proudly states, "Co-renting not only allows customers to earn money from their dresses but also promotes sustainability by maximizing the use of existing resources. It's a win-win situation that fosters a sense of community and encourages active participation in the circular economy."
Marzhan’s business stands as a shining example of circular thinking, community engagement, and adaptability in the fashion industry. Through her perseverance and effective communication strategies, Marzhan has successfully conveyed her business and environmental values, attracting a growing base of customers who embrace the concept of renting and its positive impact on the environment.
Marzhan Kurmangalieva
