The company today will introduce its first subscription apparel rental initiative with the Lauren Ralph Lauren brand. The business, operated by CaaStle, the business-to-business rental platform, will sit on ralphlauren.com and launch exclusively in North America. It can also be accessed directly through TheLaurenLook.com.
Starting at $125 a month, the subscription allows members to rent looks from the most recent Lauren collections. Once the curated closet is complete and favorite pieces are prioritized, the members will receive their first shipment of four pieces. When the member is done with the pieces, they have the option to return the items to be replaced with new pieces or purchase the items at a discount. The discount is determined by multiple factors, such as wear and season.
“Consumers today are taking a different approach to experiencing brands and building their wardrobes. 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,” said Patrice Louvet, president and chief executive officer of Ralph Lauren.
Discussing why they decided to launch with Lauren Ralph Lauren, rather than the Ralph Lauren Collection, he said, “We’re looking at all of our brands. We really thought that Lauren was an interesting place to start. It was a brand that had lost some traction. We thought this was a way to re-spark interest and curiosity around it.
Asked whether he feels men are just as eager to rent as women, Lauren said, “I think everybody is going to be interested in rental. It used to be I’d have a stack of CDs on my desk, or movies. Or you go and you buy a car. Today, this sort of on-demand and rental world has changed our culture. It’s affecting so many businesses.
“The multitude of touchpoints is not disruptive in a negative way. It’s disruptive in a positive way,” he added.
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