. The brand says it has enacted a series of safety measures in its warehouses, as well as giving employees the option of choosing not to work, staying home and using paid benefits. “This pandemic is far from over,” the company added in its statement. “We know that we will have to continue to make difficult decisions as we navigate forward, but we will always act with our values first.”Rent the Runway is by no means the only rental company facing challenges as a result of the pandemic.
A woman works in the automated sortation section at Rent the Runway’s “Dream Fulfillment Center” in New Jersey, September 2019.Despite the strict protocols in place, customers may still be put off by the thought of sharing clothes with somebody else at the moment — a worry that rental sites will also have to address beyond the pandemic. “The hygiene factor will really need to be looked into,” Baram comments. “There needs to be very clear signage on websites to explain why this is not an issue.
Some rental companies may also look at shifting their current models following the pandemic. YCloset, which is backed by e-commerce giant Alibaba, added resale to its services in September 2019, for example. “At present, the secondhand luxury trade is developing rapidly,” Liu comments. Resale saw a huge uptick following the 2008 recession, as shoppers who were short on cash looked for more value for money — and the same is predicted amid the economic downturn caused by Covid-19.
It’s hoped that rental could also become increasingly popular post-pandemic, particularly as it could provide an additional source of income for some users. Hurr Collective has already started encouraging people to list their garments online, considering so many of us are sorting through our closets right now. “People now have the time to detox their wardrobes,” Prew explains.
The stripped-back lifestyle we’ve all become accustomed to since the pandemic began is likely to have a long-term effect on our shopping habits. Sustainability is expected to remain a huge concern — meaning the rental model, as an alternative to buying new clothes outright, is unlikely to disappear anytime soon. “My personal view is that people are going to be more conscious than ever about their fashion footprint,” Prew adds. “I’m hopeful rental will do well [after] this.