Ralph Lauren has introduced a new lease on lifestyle.
America’s most iconic designer unveiled today a subscription apparel rental program with his most accessible women’s brand, Lauren Ralph Lauren.
Like the fashion rental pioneer Rent The Runway, along with Nuuly, Le Tote and other competitors in the booming category, the platform allows customers to keep their fits fresh while shopping more sustainably.
A monthly membership to TheLaurenLook.com starts at $125 with unlimited swaps and complimentary shipping both ways. The initiative includes Lauren, Lauren Woman and Lauren Petite, with sizes ranging from 0 petite to 24W. The site will feature about 600 pieces, including daywear, special occasion, denim and loungewear. For spring, think crisp navy suiting, tie-front broadcloth dresses and floaty floral skirts.
“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,” says David Lauren, Chief Innovation and Branding Officer.
Here’s how it works: A subscriber browses the site, placing 10 or more pieces in a virtual fashion closet and highlighting favorites. The company sends four of the picks in a shipment, and as soon as the entire return is in transit, a new order will leave. For a $7 upcharge, a member can rent four specific items with expedited shipping.
Garments are dry cleaned using nontoxic products between rentals and “keepers” are available for purchase at a discount, usually about 1/3 lower than retail. When the items reach their rental cap, the company will donate them to Delivering Good, a non-profit benefiting at-risk families and children.
Take it from Ralph. When it comes to your wardrobe, sharing is caring.