What: the fashion group is tapping into changing consumer behaviour

Why is it important: the “Lauren Look” will be the first rental model to be introduced by a luxury brand

According to the New York-based company, the service aims to be a new channel through which customers can experience and engage with Ralph Lauren, before ultimately shopping the brand.

Starting at USD 125 a month, subscribers are able to access a constantly changing range of Ralph Lauren apparel. Members curate their own closet before receiving their first shipment. Once they have finished with the clothes, they can choose to either send them back and have them replaced by other pieces, or purchase them at exclusive members’ prices.

As well as adapting to the more fluid relationship between consumers and their wardrobes, The Lauren Look will also serve as an opportunity for the company to generate direct customer feedback and gain a better understanding of the market. Furthermore, the initiative responds to growing consumer concerns about overconsumption.

Ralph Lauren also specified that The Lauren Look clothes that reach their rental cap will be donated to Delivering Good, a non-profit that provides people impacted by poverty with new and nearly new merchandise.

Subscriptions to The Lauren Look are now available through a dedicated platform, exclusively in North America.

Ralph Lauren launches first rental subscription service