Rental subscription service for clothes?

Endaba Group

The disposable fashion-based economy of today could lead to rental subscription service for clothes. With the high turnover of fashion today,  consumers wanting to change clothes every couple of days, retailers are wanting to take advantage of that. Westfield’s research has found that 40% of London consumers surveyed would spend £200 a month on an unlimited clothes subscription. 25-34 year old are also interested in the rental clothing service. It could be the perfect solution for those who want to look stylish but don’t have the money, particularly for millennials who are used to “sharing economy” with the rise of Uber and AirBnB. It is also possibly a new way of keeping footfall in stores, as retailers could dedicate “rental” floor space for subscribers. However, retailers need to be cautious when deciding their product ranges for subscription. If they put their entire range up for rental, could this stop consumers buying clothes altogether?