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Author:Sarah FieldingUpdated:Aug 12, 2019Original:Aug 12, 2019Since its launch in 2009, if anyone mentioned fashion rental services, Rent the Runway was the first thing to come to mind. Without any real competition, the company became the go-to for women looking to wear for a special occasion without the commitment of ownership. The idea of renting more casual clothing had yet to enter mainstream consciousness so, for years, not much changed.
Why is the shift towards these services happening in such force now? "Consumers are becoming acutely aware of their consumption and its detriment to the planet. This increased sensitivity towards sustainability provides a motivation to consume smarter. The beauty of rental is that you meet the emotional desire for newness, while decreasing the strain on resources," Sidney Morgan-Petro, senior retail editor at WGSN tells Fashionista.
On the other side of this surge is that fact that as Gen Z enters adulthood, a whole new type of consumer is emerging. "This is a generation that has grown up with the rental model — from renting movies and TV shows on Netflix, to renting vacation homes on Airbnb, therefore the stigma sometimes associated with renting clothes does not apply to this generation," Morgan Petro says.
If you're new to exploring rental subscription services, we've picked eight different options to choose from. While their services are obviously similar — sometimes down to the nearly identical "How It Works" pages — the differences between these selections boil down to price point and styles. Read on to learn more.
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