The move into rental and resale from Burberry, the UK’s biggest luxury brand, throws weight behind its drive towards circular fashion and gives support to rental in particular.
According to Vogue Business, The selection, including handbags, coats and accessories will be available to rent on My Wardrobe HQ for four, seven, 10 or 14 days.
Burberry is providing the bulk of inventory, with additional authenticated donations from VIP clients and the My Wardrobe HQ community. Weekly rental prices will range from GBP£41-£170, while resale prices will range from £111 for accessories such as scarves, up to £750 for trench coats. If customers want to keep an item they’ve rented, they have the option to buy it. By giving customers more ways to interact with and buy from the brand, Burberry is aiming to build loyalty with existing customers and attract new ones.
“Our partnership with My Wardrobe HQ is complementary to our broader strategy to become climate positive by 2040, supporting the principles of a circular economy for luxury,” said Pam Batty, Burberry VP of corporate responsibility to Vogue Business.
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The rental service is only available in the UK for now, but resale orders can ship across Europe, with scope to expand to the US next year.
Forty per cent of profits from each Burberry transaction on My Wardrobe HQ will be donated to Smart Works, the UK charity which provides high quality interview clothes and coaching to disadvantaged unemployed women.
Last month Burberry announced it is building on its recent commitment to become Climate Positive by 2040 by introducing a biodiversity strategy that will apply a nature-based approach to its own value chain.