and Sheffield, have been quick to embrace the trend, according to Hire Street, a rental platform with staff in Leeds.
CEO Isabella says she wanted to provide a sustainable, affordable alternative to wear-once fast fashion. “I borrowed 200 dresses from friends, took photos of them and then uploaded them onto the new site as rental products. I marketed the service predominantly on Instagram,” she says. But what is in it for the retailers? Isabella says they understand that the way people consume is changing and want an informed, inside view on the rental market, which is forecast to grow 10 times over the next five years. Plus they want to show that they are serious about sustainability and they need to reach a new generation of customers.
Bridget Mackinnon is a digital marketing consultant from Harrogate and a mum of three, soon to be four, children. She uses By Rotation, a peer-to-peer app platform used to rent clothes from others and offer your own clothes for rent. Bridget has rented out her own blue check Sleeper dress. “As I’m expecting our next baby imminently, I’m really looking forward to renting this summer instead of buying temporary pieces, as I know my size and shape will fluctuate. I also love that my wardrobe is getting worn and enjoyed by someone while I’ve been out of action.”Ruth Preston, from Leeds, hired a dress for a Christmas wedding. She says: “I’d never be able to afford a designer dress but I wanted to feel extra special.