Luxury brand Ralph Lauren pioneers fully articulated rental model

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Ralph Lauren has announced the introduction of ‘The Lauren Look,’ the company’s first subscription apparel rental initiative, with the Lauren Ralph Lauren brand. Ralph Lauren is the first luxury brand to pioneer a fully articulated rental model, offering consumers an innovative new channel to experience, engage, and ultimately shop the brand.

The Lauren Look platform responds to how consumers are building their personal wardrobes in a swiftly evolving and increasingly digitally-based retail landscape. The Lauren Look also provides an opportunity for the company to generate direct feedback and a deeper understanding of the consumer, Ralph Lauren said in a press release.

In addition to supporting the reduction of clothing waste by expanding the lifespan of garments that might otherwise be purchased and worn only a few times, the collections will be part of a special after-use programme. Once the clothes have reached the rental cap, they will be donated to Delivering Good, a non-profit organisation that provides people who are impacted by poverty and tragedy with new and nearly new merchandise to offer hope, dignity, and self-esteem to at-risk children, families, and individuals, Ralph Lauren said.

The membership platform unlocks access to an ever-evolving selection of Lauren dresses, pants, tops, and more, as well as inspired suggestions from expert stylists on how to wear them. Starting at $125 per month, the size inclusive subscription allows members to curate the ultimate fashion closet with looks from the most recent Lauren collections. Once the curated closet is complete and favourite pieces are prioritised, the member will receive their first shipment. 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 they love at exclusive member prices, according to Ralph Lauren.

“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 customised 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,” Patrice Louvet, president and chief executive officer at Ralph Lauren said in a statement.

“The Lauren Look allows us to explore an entirely new model tapping into the growing focus on the sharing economy and revolutionising how we look at fashion consumption. Launching with Lauren, our most widely distributed and accessible brand, is a testament to the growth we see in this space and will help us further anticipate the evolving needs and makeup of our consumers’ future closet,” David Lauren, chief innovation and branding officer at Ralph Lauren said.

Lauren Ralph Lauren has celebrated the modern lifestyle of today’s stylish woman for over 30 years. As a full lifestyle brand, Lauren offers looks from day to night, weekday to weekend and every moment in between with selections of sportswear, denim and special occasion dressing. The fashion-forward, versatile collections have helped the brand expand to over 500 points of distribution in North America.

Fibre2Fashion News Desk (GK)

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