The Renting Economy

Words Uyi Ilebs

Have you realised that there has been a shift in the way we shop? February 2019 brought about a government call to action with the report ‘FIXING FASHION: including clothing consumption and sustainability.’ It went into great length about the effects the fashion industry on the economy, environment, and society at large. Uyi Llebs tells us more about the changes in the fashion industry.

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Leading luxury department store Selfridges joins the fashion rental service teaming up with HURR Collective to offer 100 items to rent from 40 brands for a period of 4, 8, 10 or 20 days at a time. February 2019 brought about a government call to action with the report ‘FIXING FASHION: clothing consumption and sustainability’ going into great length regarding the effects the fashion industry is having on the economy, environment, and society at large. There has been global pressure on the industry to edge toward a more sustainable way of life, through this initiative Selfridges birthed Project Earth. They have pledged to change the way we shop from the materials used, launching new retail models such as repair and resell, and also to inspire a shift in mindsets.

The idea of sharing our wardrobe for most of us sits on a basic level of borrowing clothes to our friends or wearing your older siblings' hand me downs. For others, this form of sharing economy is a lifestyle adopted when they fell on hard times and such charitable donations are their only form of apparel shopping. Although conventionally, wearing second-hand clothing was a practice for lower-income households this stigma still exists for some but the 21st century has seen this as a more socially accepted culture. This milestone Selfridges has taken may have come as a shock, why would the high-end department store be offering these services? Will it affect sales? What are the hygiene processes? Are we eradicating the exclusivity factor of luxury and designer brands? The timing is a bit off. 

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With the pressure to look our best, make a fashion statement and red carpets, the loaning process is most definitely cost-effective and creatively limitless. Most special occasions traditionally would warrant an option to rent an item or two, like a bride and groom choosing a one time experience over ownership for their wedding day. We have now seen a rise in rentals for everyday fashion, also maternity clothing and an effective way for brands to lower our environmental fashion footprint. This model has the opportunity to open the brands to a lower demographic who may now be able to afford these desirable fashion brands.

“Extending the lifespan of clothes that already exist is one of the best things you can do to reduce the environmental impact of your wardrobe.” - CEO Victoria Prew (CEO & Co-founder, HURR).

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As normal as this may have become, not everyone has the same comfort level with purchasing pre-owned clothing, arguing hygiene and class stigmas are still a concern. Apps such as Depop, eBay, and Etsy have now made the experience of shopping second hand more intimate for buyers, furthering the sustainable fashion cycle in the comfort of their homes. However, not everybody always finds these platforms convenient means to declutter their wardrobe.

As an avid fashion consumer getting rid of the old and making room for new exciting purchases using apps such as ‘Depop’ or ‘eBay’ would be more of a profitable avenue? During her cleanout, fashion editor and stylist Leila Violet Bailey gave away a sizable collection of her sneakers via social media giveaway. When asked why she didn’t opt to sell or even leave them collecting dust she replied: “I noticed on Depop people never really want to buy things for the asking price and always try to buy them for less than their worth. My way of thinking is quite strange but I would rather give them away to a charity/homeless shelter where the person is more likely to be excited to receive them than the average Depopper " - Leila Violet Bailey.

Uyi Ilebs - Creative Director & Digital Marketing Specialist