Feasibility Study on Launching Closet on Call:
A Home-Based Clothing Rental and Styling Service
Foreign Review of Related Literature
The fashion-rental model — often described as “access-over-ownership” or part of the
sharing/circular economy — has attracted growing academic and industry attention since the late
2010s. Researchers find that rental platforms (subscription, event rental, peer-to-peer, brand-
operated) create new consumption patterns by enabling variety and lowering ownership costs;
however, they also face distinct operational barriers (inventory turnover, cleaning, logistics, and
trust). Business-model analyses show that digital platforms are central to scaling rental offers
because they enable inventory management, user reviews, dynamic pricing, and logistics
coordination.
Environmental and sustainability claims for clothing rental are nuanced. Several life-cycle
and environmental assessments indicate that rental can reduce per-use impacts for some
garments (especially high-impact, infrequently worn event wear) but not uniformly — transport,
frequency of rentals, cleaning methods (wet vs. dry cleaning) and return logistics strongly
influence net environmental outcomes. Some case studies (and systematic reviews) therefore call
for careful product–service design (which garments to rent, how often, what cleaning regimes) if
rental is to be a genuinely lower-impact alternative to buying.
Consumer adoption research highlights two major drivers: (1) functional convenience and
value (price savings, access to designer items), and (2) symbolic motivations (variety-seeking,
status signals). Recent syntheses propose an integrative framework linking consumer attitudes,
perceived sustainability benefits, trust (cleanliness, garment quality), and platform features (UX,
transparent policies) to adoption and repeat usage. These studies imply that rental providers must
invest in clear hygiene policies, high-quality photos/AR try-on tools, and logistic reliability to
convert trial users into regular customers.
The rental sector also faces real-world business risks and operational limits: excessive
returns, high maintenance costs, carbon costs of shipping, and occasional fraud or financial
misreporting at scale (examples from startup failure or scandal) are reminders that fast growth
must be paired with robust operations and governance. Industry coverage and watchdog
reporting urge investors and operators to treat logistics, transparency, and unit-economics as
core, not peripheral, to business strategy.
References:
Amasawa, E., & colleagues. (2023). Can rental platforms contribute to more sustainable fashion?
Journal / Article.
[Link]
— (case study & sustainability discussion). Arrigo, E. (2022). Digital platforms in fashion rental:
a business-model analysis. Journal of Fashion Marketing and Management.
[Link]
Monticelli, A. (2023). Environmental assessment of the rental business model: life-cycle impacts
of formal dresses. Environment, Development and Sustainability.
[Link]
Song, M. (2025). Consumer adoption of fashion rental for sustainable consumption: an
integrative framework. Frontiers in Sustainability.
[Link]
Feng, Y., & colleagues. (2020). Strategies analysis of luxury fashion rental platforms. Journal /
Article.
[Link]
Cui, R. (2023). A systematic literature review of fashion rental and blockchain technology
(conference paper).
[Link]
[Link]
Vogue. (2020–2022). Industry examples of brand rental collaborations (e.g., Ganni Repeat).
[Link]
.
Feasibility Study on Launching Closet on Call:
A Home-Based Clothing Rental and Styling Service
Local Review of Related Literature
The clothing-rental model has gained global momentum since 2020 as an alternative
consumption model that offers consumers temporary access to garments rather than ownership.
Researchers and industry analysts highlight rental’s potential to reduce overconsumption and
support circular fashion by extending garment lifespans, while also noting logistical and
economic challenges (Chi, 2023; Vogue, 2024). Empirical reviews show that fashion-rental
platforms can contribute to sustainability goals when paired with efficient reverse logistics and
low-impact cleaning methods, but benefits vary with product type, transport, and usage
frequency.
Academic and industry studies categorize clothing rental models by business type (peer-to-
peer, subscription, event/event wear rental, brand-owned rental) and identify common
operational pain points: inventory utilization, maintenance/cleaning costs, item tracking, and
customer trust (Mu, 2021; Bodenheimer, 2022). Studies that analyze marketing and adoption
factors report that perceived value, price fairness, convenience (including delivery and returns),
and perceived hygiene strongly influence user adoption — especially for everyday wear versus
special-occasion attire. These studies provide useful frameworks for designing pricing, quality
control, and customer-education strategies for new rental ventures.
In the Philippines, nascent local platforms and homegrown rental initiatives have surfaced
since 2020, reflecting rising e-commerce penetration and consumers’ interest in sustainable,
cost-effective fashion choices. Market reports indicate growing demand for online clothing rental
services and forecast further expansion as logistics, digital payments, and sustainability
awareness improve in the region. At the same time, the Philippine garments sector’s shifts
(including post-pandemic declines in some manufacturing metrics) create both opportunities
(value-added services, niche rental markets like event wear) and constraints (supply chain and
cost pressures) for local rental players. These local dynamics suggest that a Philippines-focused
rental service should emphasize clear hygiene protocols, transparent pricing, and partnerships
with trusted couriers and cleaning providers. Chi, T. (2023). Unveiling the Soaring Trend of
Fashion Rental Services. Sustainability.
References:
[Link]
Mu, X. (2021). Research on Clothing Rental Model under Sharing Economy (E3S Web of
Conferences).
[Link]
Bodenheimer, M. (2022). Drivers and barriers to fashion rental for everyday garments. [Journal
article].
[Link]
Vogue Business. (2024). Fashion rental’s make-or-break year.
[Link]
6Wresearch. (2025). Philippines Online Clothing Rental Market (2025–2031).
[Link]
.
AYCARE: A Feasibility Study on
Body Massage, Foot Massage and Hair Treatment
Local Review of Related Literature
Body Massage in Zamboanga City, traditional healing practices integrate hilot body
massage for musculoskeletal pain and general wellness, combining cultural rituals with
community health efforts. This approach is rooted in indigenous Filipino health traditions and
aims to alleviate pain and improve overall health status. Furthermore, a localized educational
module promoting Philippine hilot demonstrated improved student performance in wellness
massage courses, indicating both practical relevance and cultural appreciation in technical
education. Postpartum body massage notably increased breast milk production, leading to
improved infant weight gain, confirming its role in maternal and child health support.
Foot Massage Aromatherapy foot massage using indigenous plants such as lemongrass and
kaffir lime has shown promising results in pediatric populations, particularly in elevating insulin-
like growth factor 1 (IGF-1) levels, appetite, weight, and height in stunted toddlers. These
methods derive from Filipino reflexology traditions widely practiced in spas and folk medicine,
supporting circulatory and nutritional health in children.
Hair Treatment Philippine aromatherapy research highlights the use of native essential oils
for scalp massage, which promotes hair growth and enhances resilience against the tropical
climate. Ethnobotanical surveys from Panay Bukidnon communities document the use of
indigenous plants in hair care rituals, suggesting potential for natural and culturally grounded
hair treatment formulations.
References:
Traditional healing practices in Zamboanga City, Philippines, including hilot body massage:
[Link]
Localized module promoting Philippine hilot in education:
[Link]
[Link]
Postpartum body massage and breast milk production effects:
[Link]
Aromatherapy foot massage improving growth in stunted toddlers:
[Link]
Aromatherapy and indigenous essential oils for scalp massage and hair care:
[Link]
Ethnobotanical surveys of hair care traditions among Panay Bukidnon communities:
[Link]
AYCARE: A Feasibility Study on
Body Massage, Foot Massage and Hair Treatment
Foreign Review of Related Literature
Body Massage therapy has been practiced since ancient times across many cultures with
diverse techniques and therapeutic benefits. It involves manipulation of muscles, tendons, and
tissues using hands or tools with the aim to reduce pain, stress, and improve well-being.
Different cultural practices like traditional Chinese acupressure aim to balance vital energy (Qi),
Ayurvedic massage focuses on both mind and body, while Western styles like Swedish and deep
tissue massage use anatomy knowledge for targeted treatment. Techniques include myofascial
release, trigger point therapy, petrissage, and effleurage, each offering specific physical and
psychological benefits such as muscle relaxation, improved blood circulation, and anxiety
reduction. Wellness and facial massages also contribute to relaxation, skin health, and stress
relief.
Foot massage is effective for improving postoperative emotional states such as anxiety and
depression, particularly in older adults undergoing surgery. It can positively affect functional
recovery by reducing fear of movement (kinesiophobia), enhancing balance, mobility, and
activities of daily living. A randomized clinical trial involving older adult’s post-abdominal
surgery demonstrated that foot plantar massage improved kinesiophobia, balance measured by
Berg Balance Scale, mobility indices, and mental status compared to controls. Although it did
not significantly reduce pain scores, massage facilitated functional independence and post-
discharge rehabilitation readiness. The mechanistic basis includes stimulation of foot pressure
receptors influencing postural control and psychological confidence to move. Foot massage may
thus be a valuable adjunct therapy for elderly surgical patients to improve recovery outcomes.
Hair treatment focuses on regenerative medicine approaches for hair loss. Studies
investigate small molecules and stem cell therapies capable of reactivating dormant hair follicles
and inducing new follicle growth, targeting pattern hair loss conditions in men and women.
Platelet-rich plasma (PRP) treatments and other bioengineered interventions have shown promise
in enhancing hair density and restoring hair growth. This evolving field integrates cellular
biology and clinical applications to provide new treatment paradigms beyond conventional
topical or pharmacological therapies, addressing both androgenetic and other forms of alopecia
effectively.
References:
[Link]
A_Review_of_Traditional_and_Multicultural_Massage_Around_the_World
[Link]
[Link]
approaches-combat-hair-loss-men-and-women
[Link]
[Link]
Beyond Shy: Makahiya Organic Tea for Modern Wellness
Local Review of Related Literature
Mimosa pudica, locally known as "makahiya," features prominently in Philippine
traditional medicine, particularly among indigenous groups like the Manobo tribe in Agusan del
Sur and Butuanon in Butuan City, for treating fever, diabetes, urinary tract infections, cough,
hypertension, diarrhea, cuts, wounds, and anemia.
Is a native Philippine plant traditionally used for its medicinal properties in various local
studies underline its potent bioactive compounds, beneficial health effects, and safety for
consumption as an herbal tea. Phytochemical analyses consistently reveal the presence of
flavonoids, saponins, tannins, and steroids in Makahiya, contributing to its antioxidant and anti-
inflammatory properties. For instance, local phytochemical screening identified these
compounds in decoctions used for easing dysmenorrhea, suggesting therapeutic potentials for
women's health (University of the Philippines, 2024). Another study on Makahiya’s aqueous root
extracts demonstrated anti-angiogenic effects that can be linked to flavonoids and tannins,
highlighting its medicinal potential in preventing abnormal blood vessel growth (2020 research
on Philippine samples).
The ethnobotanical significance of Makahiya in rural Philippine communities is well-
documented. It is traditionally used as a tea to alleviate various ailments associated with
inflammation and oxidative stress, supported by antimicrobial and antioxidant assays of wild tea
leaves from the region, including Mountain Province species that show similar bioactive profiles.
A comprehensive review of Philippine medicinal plants also confirms the widespread use of
Makahiya and classifies it among the low-toxicity herbs suitable for herbal therapy.
References:
Quantitative ethnopharmacological documentation of Manobo tribe plants (2020):
[Link]
Medicinal plants used by Butuanon in Butuan City, Philippines (2023):
[Link]
Ethnomedicinal plants for anemia in Philippines (2023):
[Link]
Comparative toxicity, phytochemistry, and use of 53 Philippine medicinal plants
[Link]
Phytochemical screening and antimicrobial assay of selected plant extracts with
ethnopharmacological potential
[Link]
Unveiling Makahiya Plant (Mimosa Pudica) Tea: A Natural Approach to Easing Dysmenorrhea
Discomfort
[Link]
Anti-angiogenic properties of “Makahiya”, Mimosa pudica aqueous root extracts
[Link]
Beyond Shy: Makahiya Organic Tea for Modern Wellness
Foreign Review of Related Literature
Mimosa pudica “Makahiya” organic powder holds significant promise for modern
wellness due to its diverse pharmacological and therapeutic properties validated by scientific
research. Key bioactive compounds like mimosine contribute to anti-inflammatory, anti-diabetic,
antioxidant, wound healing, and neuropharmacological effects. Extracts from roots and leaves
have shown benefits for diabetes management, oxidative stress reduction, anxiety, depression,
and epilepsy through mechanisms affecting neurotransmitter systems such as dopamine,
norepinephrine, GABA, and by modulating antioxidant defenses.
This study reveals that Mimosa pudica's anti-diabetic effects by lowering blood glucose
and improving lipid profiles, its anti-inflammatory and hepatoprotective capacity, as well as
anticancer and wound healing properties. Neuropharmacological activities include anxiolytic and
antidepressant effects, linked to interactions with neurotransmitter pathways. Its antioxidant and
antimicrobial activities also sustain its utility in natural health products and traditional medicine.
Additionally, several studies discuss the antioxidant activities of Mimosa pudica extracts
and their potential to scavenge free radicals, with implications for treating oxidative stress-
related disorders. The makahiya tea, assessing its effects on easing dysmenorrhea (painful
menstrual cramps) this study shows that “ Makahiya” contains steroid, flavonoids, saponins, and
tannins that contribute to its therapeutic effects in managing menstrual pain.
References:
A comprehensive ethnopharmacological review (2021): [Link]
%20Comprehensive%20Review%20on%20the%20Ethno%20pharmacological%20Potential
%20of%20mimosa%[Link]]([Link]
%20Review%20on%20the%20Ethno%20pharmacological%20Potential%20of%20mimosa
%[Link])
Hypoglycemic and hypolipidemic activities (2021): [
[Link]
uploads/3446_pdf.pdf)
- Antioxidant and antimicrobial potency investigation (2022): [
[Link]
PMC9568293/)
[Link]