Ralph Lauren Corporation has launched its first subscription apparel rental initiative in a move that allows the US fashion company to tap into the growing focus on the sharing economy.
The Lauren Look launches across the company’s Lauren Ralph Lauren lifestyle brand in the US today (2 March), offering members access to an ever-evolving selection of Lauren dresses, pants, and tops as well as suggestions from expert stylists on how to wear them.
Starting at US$125 per month, the size-inclusive subscription allows members to curate a fashion closet with looks from the most recent Lauren collections. Once the curated closet is complete and favourite pieces are prioritised, the member will receive their first shipment. When the member is done with the pieces, they have the option to return the items to be replaced with new pieces or purchase the items at exclusive member prices.
The company claims it is the first luxury brand to pioneer a fully articulated rental model, offering consumers an innovative new channel to experience, engage and ultimately shop the brand.
“Consumers today are taking a different approach to experiencing brands and building their wardrobes. The closet of the future will include a mix of new seasonal fashion, unique customised pieces and wardrobe staples, alongside pre-owned and rented clothing. With our timeless aesthetic, we are incredibly well-positioned to play across each of these categories,” says president and CEO Patrice Louvet.
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The initiative also provides an opportunity for the company to generate direct feedback and a deeper understanding of the consumer.
“The Lauren Look allows us to explore an entirely new model tapping into the growing focus on the sharing economy and revolutionising how we look at fashion consumption. 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,” says David Lauren, chief innovation and branding officer.
In addition to supporting the reduction of clothing waste by expanding the lifespan of garments that might otherwise be purchased and worn only a few times, the collections will be part of a special after-use programme. Once the clothes have reached the rental cap, they will be donated to Delivering Good, a non-profit organisation that provides people who are impacted by poverty and tragedy with new and nearly new merchandise.
TheLaurenLook.com will launch exclusively in North America today.