Ralph Lauren has become the latest luxury fashion retailer to launch a subscription rental service as it seeks to tap into the “growing focus on the sharing economy”.
‘The Lauren Look’, the retailer’s first subscription apparel rental initiative, offers members ongoing access to Ralph Lauren’s latest collections.
Starting at $125 a month, members will be asked to curate their favourite pieces from the brands most recent lines, and receive ongoing shipments based on their preferences.
Each shipment will include suggestions from expert stylists on how to wear the items, and customers will have the choice to buy items or send them back before receiving a new shipment.
Once the used clothes have reached their rental cap, they will be donated to non-profit charity Delivering Good, which provides people impacted by poverty with new and newly new merchandise.
“The Lauren Look allows us to explore an entirely new model tapping into the growing focus on the sharing economy and revolutionizing how we look at fashion consumption,” Ralph Lauren’s chief innovation and branding officer David Lauren said.
“Launching with Lauren, our most widely distributed and accessible brand, is a testament to the growth we see in this space and will help us further anticipate the evolving needs and makeup of our consumers’ future closet.”