Bloomingdale's is entering the subscription rental business. The online subscription rental service, called "My List at Bloomingdale's," is scheduled to launch in mid-September with a fall ready-to-wear assortment with hundreds of women's styles from more than 60 brands and more than 100 exclusive pieces. Consumers, particularly Millennials, are responding to subscription rentals because they support recycling and sustainability, and these services provide the chance to often change what they're wearing, without a big investment.

Bloomingdale's program will be head-on competition, especially considering the upscale department store's clout with designers and brands and formidable merchandising. If My List proves successful, it's conceivable that Macy's rolls out a subscription rental business as well. Bloomingdale's and Macy's are part of Macy's Inc. and they learn from each other.

full article by wwd: Bloomingdale's to launch 'my list' subscription rental business