Ralph Lauren, the renowned American fashion group, has taken a proactive approach to cater to the changing habits of consumers by launching its first-ever subscription apparel rental service, known as The Lauren Look. This innovative service, which is a part of the brand’s Lauren Ralph Lauren line, aims to provide customers with a fresh experience and deeper engagement with the brand prior to making a purchase. This move is reflective of the fashion industry’s ongoing adaptation to the evolving relationship between consumers and their wardrobes.
The key feature of The Lauren Look is its ability to allow subscribers to curate their own wardrobe from the latest collections of Lauren Ralph Lauren. Members, who pay a monthly fee beginning at $125, gain access to a constantly rotating assortment of apparel, including dresses, pants, and tops. In addition, stylists provide suggestions on how to style each piece. Members have the option to prioritize their favorite items for their initial shipment. Once they are finished with the clothes, they can either return them and receive new pieces or purchase the items they can’t bear to part with at exclusive members’ prices.
Ralph Lauren’s foray into the subscription rental space not only addresses the evolving needs of customers but also acts as a means to directly gather valuable feedback from consumers and gain a deeper understanding of the market. Moreover, it offers the company an opportunity to tackle growing concerns surrounding overconsumption within the fashion industry. By embracing the sharing economy and transforming the way fashion is consumed, Ralph Lauren is exploring a fresh business model that resonates with the changing values of consumers.
In addition to its commitment to sustainability, Ralph Lauren has pledged to donate any clothing that reaches its rental cap to Delivering Good, a non-profit organization that supports individuals affected by poverty by providing them with new and nearly new merchandise. This initiative further exemplifies the company’s dedication to reducing clothing waste and making a positive social impact.
The soaring popularity of fashion rental services in recent years underscores the significance of this trend. Companies like Rent the Runway, Stitch Fix, and Le Tote have successfully tapped into the lucrative market of customers who prefer renting clothing rather than purchasing it outright. Currently, The Lauren Look subscription service is exclusively available in North America through a dedicated platform.
Ralph Lauren’s entry into the rental subscription arena showcases the fashion industry’s eagerness to adapt to changing consumer behaviors and embrace sustainable practices. By offering a novel way to experience their brand and clothing, Ralph Lauren not only meets the demands of its customers but also contributes to a more sustainable future. The launch of The Lauren Look sets a new benchmark for luxury brands to explore alternative business models and cater to the evolving needs of their discerning consumers.
Useful links related to the article:
1. Ralph Lauren’s Donation: Doing Good Is Always in Fashion – This New York Times article provides more information about Ralph Lauren’s commitment to donating clothing to Delivering Good and its social impact efforts.
2. Rent the Runway – This website offers a popular fashion rental service where customers can rent designer clothing and accessories for various occasions. Rent the Runway is a notable industry player that has played a significant role in popularizing the fashion rental concept.
