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Agenda-setting intelligence, analysis and advice for the global fashion community.

Why So Many Brands Gave Up on Clothing Rental

Ralph Lauren, American Eagle Outfitters and Banana Republic are among the retailers that briefly experimented with the concept. The implosion of CaaStle, which provided logistics for many of these services, is the clearest sign yet that rental’s future lies elsewhere.
By Rotation fashion rental app.
Peer-to-peer rental apps like By Rotation (pictured), Pickle and Hurr offer a new way for brands to enter rental. (By Rotation)

Over the last decade, dozens of brands, from

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Further Reading

How to Make Rental Work

After years of trial and error, rental platforms have found new ways to improve margins and acquire customers, such as focussing on niche categories. Profitability remains elusive, however.

Everyone Is Launching Rental Services. Is There Enough Demand?

A decade after Rent the Runway launched its clothing rental platform, the concept is hitting the mainstream, with retailers from Ann Taylor to Urban Outfitters piling in. But will enough consumers fully embrace the concept to justify so many competing services?

About the author
Cathaleen Chen
Cathaleen Chen

Cathaleen Chen is Retail Editor at The Business of Fashion. She is based in New York and drives BoF’s coverage of the retail and direct-to-consumer sectors.

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