Ralph Lauren has launched a new subscription rental service for its Lauren Ralph Lauren brand, which is currently sold at 500 points of distribution in North America. “The Lauren Look” rental service is now available to North American consumers, with memberships starting at $125 a month.
Members have access to an evolving selection of Lauren dresses, pants, tops and more. When a member is done with the pieces they have rented, they have the option to return items to be replaced with new pieces, or to purchase the items at exclusive member prices.
“Consumers today are taking a different approach to experiencing brands and building their wardrobes,” said Patrice Louvet, President and CEO of Ralph Lauren in a statement. “The closet of the future will include a mix of new seasonal fashion, unique customized 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.”
In announcing the service, Ralph Lauren touted the opportunity to build its connection with and understanding of consumers, as well as enhance the company’s efforts to reduce clothing waste. Once items have reached the rental cap, they will be donated to Delivering Good, a non-profit that provides people impacted by poverty and tragedy with new and nearly new merchandise.
“The Lauren Look allows us to explore an entirely new model, tapping into the growing focus on the sharing economy and revolutionizing how we look at fashion consumption,” said David Lauren, Chief Innovation and Branding Officer at Ralph Lauren in a statement. “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.”