In recent years, the growth of the "sharing economy" has arguably been enabled by advanced technology and supply-side flexibility. Researchers have pointed out that a sharing economy is a blueprint of a future business idea that explains how to link economic, environmental and social issues . By taking advantage of user-generated data, this study crawled customer reviews from a fashion rental service company. The findings helped understand consumers' participation and responses to the new model of fashion. The findings also suggest that consumers are increasingly open to renting what they want through a service, rather than owning something outright. They love the process and would love to recommend such a model to other people.