Ralph Lauren has joined the fashion rental trend with its new program, “The Lauren Look,” offering unlimited fashion rentals to customers in the United States. The initiative aims to promote responsible consumption and alternative ways of building a wardrobe. For a monthly fee of $125, subscribers can fill a virtual closet with as many items as they desire.
Once selected, the chosen clothes are organized into sets of four, which are then sent in rotation to the subscriber. The subscription fee includes delivery, return, and maintenance of the items, with the unique advantage of unlimited rotation.
According to Patrice Louvet, President and CEO of Ralph Lauren, consumers today are seeking different approaches to discovering brands and building their wardrobes. The future wardrobe, he suggests, will consist of a combination of seasonal fashion, unique custom pieces, wardrobe basics, as well as pre-owned and rented clothing. Louvet sees Ralph Lauren’s timeless aesthetic as a key factor in fitting into this new model.
The launch of “The Lauren Look” around the Lauren brand is seen as a test and learn strategy for Ralph Lauren. The initiative will help the company gain insights into the evolving needs and preferences of consumers when it comes to their wardrobes. David Lauren, Director of Innovation and Image, believes that by engaging a community of members who can share feedback and comments on a dedicated platform, Ralph Lauren will better understand and meet these evolving needs.
As part of their commitment to sustainability, Ralph Lauren offers a preferential repurchase offer for pre-worn pieces. Items that have reached their rental capacity will be donated to the Delivering Goods association, which supports disadvantaged individuals.
Useful links:
– Ralph Lauren Store Locator
– Delivering Goods Association
