For a $125 per month subscription fee The Lauren Look will let women – or men — rent dresses, pants, tops and more from the Lauren collection. Members will also have the option to buy what’ they have rented at a membership rate or they can simply return unwanted items. People will be able to hold only four items of clothing at a time.
The company says that this will let members change their clothing styles to fit each season of the year without having to but four different sets of clothing. At $125 a month that comes to $1,500 per year, every year. But the shipping, both for receiving and returning, is included in the price. And Ralph Lauren will handle all of the dry cleaning on the returned items. So if you spill wine on a dress or a blouse, you can just exchange it for another one.
This certainly does seem like a bargain, if only for people who are used to spending more than $1,500 a year on new clothes.
Introducing #TheLaurenLook, Ralph Lauren’s first-ever fashion rental subscription service that provides unlimited access to the latest styles, delivered to your door for a flat monthly fee.
— Ralph Lauren (@RalphLauren) March 2, 2021
“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 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,” said Patrice Louvet, President and Chief Executive Officer.
“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. 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,” said David Lauren, Chief Innovation and Branding Officer.