Ralph Lauren rental is here – with the US preppy fashion purveyor launching its first subscription apparel initiative.
Dubbed ‘The Lauren Look’, the membership platform was created in response to how consumers are now building their personal wardrobes, according to the company.
Starting at $125 per month, the subscription service allows members to curate their look using the latest Lauren Ralph Lauren releases. When members are done with the pieces, they have the option to return the items to be replaced with new ones, or purchase the items at exclusive member prices.
Patrice Louvet, president & CEO of Ralph Lauren, commented: “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.
“With our timeless aesthetic, we are incredibly well positioned to play across each of these categories.”
‘The Lauren Look’ will also provide the brand with an opportunity to generate direct feedback and a deeper understanding of the consumer.
David Lauren, chief innovation & branding officer, added: “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.”
Once the clothes have reached their 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.
The new Ralph Lauren rental service launched exclusively in North America on 2 March. It includes an ever-evolving selection of Lauren dresses, trousers, tops, and other items, while members can also benefit from inspiration suggestions from expert stylists on how to wear them.
Read more about clothing rental on Green Retail World
[Image credit: Ralph Lauren]