Iconic American luxury brand Ralph Lauren announced this month the launch of its debut rental subscription service, using its brand Lauren to pioneer the rental concept as a luxury brand.
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Dubbed ‘The Lauren Look’, the rental membership platform provides subscribers with access to a rotating selection of the latest Lauren dresses, pants, tops, and more. Starting at $125 per month, the size- inclusive subscription allows members to curate their own
fashion closet and have it shipped to their door. 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 they love at exclusive member prices.
“Consumers today are taking a different approach to experiencing brands and building their wardrobes,” said Patrice Louvet, President and Chief Executive Officer.
“The closet of the future will include a mix of new seasonal fashion, unique customized pieces and wardrobe staples, alongside pre-owned and rented clothing,” continued Louvet.
The Lauren Look hopes to provide the company with direct feedback and a deeper understanding of the consumer and will also assist in the reduction of clothing waste by expanding the lifespan of garments that might otherwise be purchased and worn only a
few times.
“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,” said David Lauren, Chief Innovation and Branding Officer.
“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,” continued Lauren.
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Once the clothes have reached the rental cap, the collections will be part of a special after-use program, and will be donated to Delivering Good, a non-profit organization that provides people who are impacted by poverty and tragedy with clothing.