Optimal dynamic allocation of rental and sales inventory for fashion apparel products

There is a growing trend towards renting rather than permanent ownership of various product categories such as designer clothes and accessories. In this article, we study an emerging retail business model that simultaneously serves rental and sales markets. Specifically, we consider a retailer that primarily focuses on renting while also selectively meeting incidental sales demand. Once a unit is sold, the firm forgoes potentially recurring rental revenues from that unit during the remaining periods. Therefore, it is critical for a retailer to dynamically decide how much of its inventory to allocate for sales and rentals at each period. We first develop a consumer choice model that determines the fraction of the market that chooses renting over purchasing. We characterize the optimal inventory allocation policy and explore how market characteristics and prices impact inventory allocation. We discuss the value of dynamic allocation and observe that the profit improvement can be substantial. In addition, we propose a simple and efficient heuristic policy. Finally, we extend our analysis to study the optimal allocation policies for (i) a retailer that is primarily a seller that selectively meets rental demand, and (ii) a retailer that does not enforce any prioritization between rental and sales demand.