Bloomingdale’s is the latest retailer to hop on the “try before you buy” subscription bandwagon, with the department store set to launch an online subscription rental service in September. The service, called “My List at Bloomingdale’s,”will be available to shoppers for a flat monthly fee of $149.
My List will debut with a fall “ready-to-wear” assortment of hundreds of women's styles from more than 60 brands and more than 100 exclusive pieces, according to Women’s Wear Daily. Shoppers are offered a referral incentive of $25 for every new member who joins.
Within the My List platform, shoppers can create a list of at least 10 pieces they want to rent, and they can prioritize their favorites.
The initial selection will include brands such as Ramy Brook for dresses, J Brand for denim, Mackage for outerwear and Aqua, Bloomingdale's private brand, for cashmere. Bloomingdale’s will add items each week to My List, and each piece will go through a cleaning and care process and be inspected for quality control between uses.
Several brands, including Frame, are expected to make their subscription rental platform debuts on My List.
Bloomingdale’s move into subscription rental is one of several that have taken place over the past year, in all likelihood spurred by Rent The Runway’s massive success and a $1 billion valuation achieved through its RTR Unlimited dress and accessory rental service.
Urban Outfitters launched its women’s apparel rental service Nuuly for $88 per month, giving shoppers access to a customizable box with six items that can be swapped for new styles. Each box will contain more than $800 worth of clothes on average, and shoppers who like a particular item will have the option to purchase it.
Amazon rolled out its "Personal Shopper by Prime Wardrobe" service, which charges Prime members $4.99 per month for stylist appointments, enabling the shopper to review up to eight recommended pieces based on their preferences before making a buying decision.The service includes a selection of more than 500,000 items across brands including 7 for All Mankind, Calvin Klein and Levi’s.
Express, Ann Taylor, New York & Co. and American Eagle all have launched rental services through the CaaStle (Clothing as a Service) technology and logistics platform. CaaStle CEO Christine Hunsicker told CNBC that among the rental programs powered by CaaStle, approximately 50% of members are new customers for Ann Taylor and New York & Co., primarily between the ages of 28 and 40.
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