The online clothes rental market will increase strongly between 2021 and 2031. By 2021, the market is anticipated to generate US$ 1.8 billion. The clothes rental industry is starting to adopt a new trend: the subscription model. It appeals to retailers who are pressed to adapt to changing consumer preferences before certain designs fall out of favour.

To reach its customers, the clothing rental sector is advancing its assortments under subscription model plans despite dropping garment sales. The subscription model generates recurrent income in addition to providing potential clients with expertise with clothes rental businesses. Retailers may be able to avoid the costs of traditional brick-and-mortar businesses, though. Additionally, the market for clothes subscriptions and rentals gives designers quick access to consumer preferences. Additionally, by requiring specialty/niche markets, the online clothes rental subscription business is expanding the reach of its customers. To get traction, some of them are using creative tactics. For instance, unlike other online apparel rental companies, Gwynnie Bee provides rental clothing for plus-sized customers.

In the meanwhile, Union Station wants to do away with the hassle of purchasing bridesmaid dresses, which are frequently expensive and chosen based on the lady, not the wearertaste ,’s and style. The company allows women to pick out the dresses for their bridesmaids, which can then be returned after being dry-cleaned.

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Therefore, online garment rental aims to reduce clients’ spending on new apparel for any special occasion or purpose.

COVID-19 Causing Disruptions in Online Clothing Rental

Online garment rental was slated for sustainability before the COVID-19, but the pandemic has created substantial delays as occasions like weddings, social gatherings, and other festivities had to be postponed due to the implementation of lockdown in numerous countries around the world.

Rental demand fell, according to businesses like Rotaro, Rent the Runway, and others. Since the majority of online garment rental businesses depend on events, the pandemic period saw a significant impact on the industry when there were no events and few people going out.

Who is winning?

Rent the Runway, Rotaro, GlamCorner Pty Ltd., Gwynnie Bee Company, Mine for Nine LLC, Dress Hire AU, ThreadTread, Nuuly, Rent The Front Row LLC, Dress Go Company, Chic by Choice Company, Style Lend Company, Rent It Bae Company, Mr. Ms. Collection, The Secret Wardrope, Banana Republic LLC, Le Tote Company, and Lending Luxury are some of the major players in the online clothing rental

In September 2020, to meet the changing preference/needs of today’s shoppers Rent the Runway implements new clothing subscription model plans which include dry cleaning and rental coverage, free shipping and returns, and members-only discounts. Further, the company is also using sustainable strategies to improve the environment by using recyclable garment bags.

In 2019, the Gap Inc. owned company Banana Republic LLC had partnered with CaaStle and launched ‘style passport’ an online rental subscription for women. This would help the company to connect with millennials and Gen Zs who would to experience fashion in a sustainable manner.

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