for many reasons, including lower prices, more options, and store ubiquity, so H&M, one of the world’s clothing giants, is trying out new strategies for smarter shopping. Along with the three-month trial run of its new rental service, the store will also roll out clothing repair services, BoF reports.
“We have a huge belief in rental, but we still want to test and learn quite a lot and do tweaks and changes,” Daniel Claesson, H&M’s head of business development, said. The rental service is currently only available for members of H&M’s loyalty program, and it hasn’t expanded past the flagship yet — but it signals one potential future route in the company’s efforts to go green. H&M plans to reach negative greenhouse gas emissions by 2040, BoF reports, meaning that the company’s operations would offset more emissions than they actually produce.