Every year, the seasonal collections of our favorite brands push us to renew our closets according to the fast-fashion model. The average French woman spends €63 a month on fashion items, according to LSA Conso. What's more, a recent study by the Huffington Post claims that the average lifespan of a new item of clothing has dropped to 35 days, and that it is worn only 5 times. In Europe, for every 5 tonnes of clothing sold per year, 4 tonnes are thrown away. In addition to second-hand shopping and private fashion sales, another more responsible consumption model is emerging to meet the need for constant renewal: rental fashion.
Luxury event rentals
Pioneers of the genre, the Run the Runway (US) and Une robe un soir (FR) websites offer customers hundreds of rental options for exceptional dresses, bags and jewelry. To be the queen of an evening, all you have to do is choose an outfit; the price is posted for a few days, and delivery/return and dry-cleaning costs are included. The French company posted 15,000 rentals in February 2019, and the directors claim that 20% of their customers return. The model therefore clearly meets a need, even if it's more related to event use.
Atelier Bocage: New shoes every 2 months
Another example in the footwear market, Bocage has been offering a disruptive program since January 2019, which for its part seeks to open up rental for daily use. The Atelier Bocage service consists of a new pair of shoes every two months, with the option of taking advantage of a privileged trial session in the boutique. It's the perfect way to keep up with the latest fashions without having to worry about shoe maintenance, for a monthly subscription fee of €39. Once the pair has been returned, it will be reconditioned in a Bocage workshop in France and reintroduced on a cheaper second-hand circuit. And if the customer really falls in love, she can buy her pair worn during the two-month period at 60% off. The key ingredients for the success of this program: a diversified offer, a expertise in shoe reconditioning and a privileged relationship with the customer.
American Eagle and Urban Outfitters: the start of unlimited fashion packages
Finally, in an attempt to satisfy the dream of an unlimited wardrobe in ready-to-wear, both American Eagle and Urban Outfitter launched monthly clothing rental programs this year. At American Eagle, for $49.95 a month, customers can rent up to three pieces at a time and exchange them on an unlimited basis. As with Rent the Runway, delivery and dry-cleaning charges are included, and customers can then purchase the pieces for 25% off. Urban Outfitter doubles this offer with the Nuuly service: for $88 a month, up to six pieces can be rented. However, customers must agree to dedicate their budget to one brand only. To run this program, the brand has opened a warehouse entirely dedicated to cleaning and managing the inventory of rented parts. data scientists have also been hired to maintain personalized recommendations.
These new services respond to a clear trend observed among millennials: using a fashion item is more important than owning it. In fact, a recent study in the UK revealed that 21% of consumers order online to wear items a few times before returning them for a refund. For both online and offline retailers, the race is now on to see who will be able to put in place an offer and logistics sufficient to become the Netflix of retail, with the boutique becoming a veritable showroom and the saleswomen expert fashion consultants. Could we imagine the average French woman's budget of €63 a month on a subscription offer for an unlimited wardrobe?