What: The department store was found to be the cheapest UK rental platform for the ten most popular wedding guest dress brands.

Why it is important: The research shows that department stores can have a competitive advantage when it comes to rental services.

The savings site, VoucherCodes.co.uk, compared the prices of dresses from the ten most popular wedding guest brands on Selfridges Rental, Hurr, and By Rotation, finding that nine out of ten items were priced the lowest on Selfridges Rental when rented over a four-day period.

In comparison to smaller rental service platforms, retail giants are able to provide customers with the best value for their money as their business models create cost savings that are reflected in their pricing.

Selfridges named most affordable rental platform