Asos rental launched this week, in a move the online fashion retailer said shows its ambitions to be a more circular business.
More than 180 different women’s occasionwear outfits, including wedding-guest, bridal, and bridesmaid dresses, are now available to loan via the website of dedicated rental platform, Hirestreet.
Consumers taking advantage of the new Asos rental option can hire clothes from four to 30 days, with prices starting at £20 for four-day hire.
The Asos rental range comprises items from Asos Design, Asos Edition, and Asos Luxe, in curve, petite, and tall sizing.
Hirestreet also offers a two-for-£35 offer, so as well as a shift to what is perceived to be a better model for the environment – because items tend to be kept in use for longer when rented – the range may be more affordable to consumers in challenging economic times.
Jag Weatherley, corporate transformation director at Asos, commented: “We’re delighted our new partnership with Hirestreet enables even more people to enjoy Asos’s unique fashion-led styles.
“Clothing rental is a growing market offering exciting commercial potential while supporting our goal to be more circular.”
Isabella West, CEO of Hirestreet, which is already supporting the rental operations of retailers such as French Connection, Marks & Spencer, and Oasis, said: “In the UK in 2023, the average cost of attending a friend’s wedding is over £500.
“That’s why “wedding guest” is our most popular occasion category at this time of the year. We’ve loved working with the team at Asos to curate this collection, and we strongly believe this will be our most popular brand collaboration to date.”
According to research group GlobalData, the UK rental apparel market is forecast to grow by 62% in 2023 and by 164% by 2026.
Commenting on the new Asos rental collection, Nick Drewe, retail expert at discount shopping platform Wethrift, said: “Sustainable shopping can prove more expensive than fast-fashion shopping.
“Despite being ethically and sustainably conscious when it comes to shopping and fashion, many consumers will be struggling to financially afford to shop sustainably at current.”
He added: “This is why Asos tapping into the rental market is an extremely smart move, especially when it comes to occasion and wedding wear, which would typically be a high expense purchase.”
[Image credit: Asos]