Between overproduction and environmental concerns, the fashion industry faces many challenges. Some players then try an innovative approach, for consumers who refuse to choose between ethics, budget and sustainability. If the one-off rental of clothing, the time of a particular occasion is already well anchored on the market, the rental of clothing in the form of a monthly subscription is trying to enter into mores.
While in the United States, the concept is exploding, in France, sites have existed for several years but the market remains timid. However, this new way of consuming could make it possible to reduce overproduction and overconsumption without giving up its style. For Domitille Boingneres, communication and marketing manager of the Possible platform, “the idea is to reduce unnecessary purchases and that there are no more clothes lying around in the dressing room, without having been worn”. According to a study by analyst Market Data Forecast, the global online clothing rental market is expected to grow 10.6% annually through 2027.
Circular fashion seeks to impose itself
Platforms such as Le Closet or Possible Paris, offer boxes in monthly subscription and without commitment, at different prices (from 40 to 90 euros) depending on the number of items desired. Once the box has been received, it is possible to interchange the pieces at the pace of your choice, among thousands of clothes available on online platforms, because new collections are integrated or renewed regularly (every 2-3 months).
For Ralph Mansour, co-founder of Closet, an online clothing rental platform, “this allows consumers to have access to an unlimited dressing room, for all the moments of life, from work clothes to maternity clothes, in going through the evening dress for a big event, but second-hand”.
According to Domitille Boingneres, “the pieces offered, all very colorful, are handmade, often made in France, or with fabrics that come no further than the Mediterranean basin”. The idea of clothing rental therefore allows fashion enthusiasts to access pieces with beautiful materials, from essential, little-known or high-end brands, all at a lower cost. At Possible, the opening of a showroom in the 14th arrondissement of Paris allows the concept to be available offline. These platforms also offer their users the possibility of buying a favorite piece, and take care of washing and trade-ins if necessary. Clothes returned too damaged are recycled.
Consumer interest in this new type of consumption remains quite limited for the moment according to a study conducted by LinQ Fashion for Kantar Worldpanel in 2022 since only 2% of respondents have already rented a garment for a specific occasion, and 1% have already subscribed to a rental service for several garments. But certain indications show a growing interest in clothing rental, starting with the offers of such a service by certain large traditional ready-to-wear brands such as Gemo, Petit Bateau and Maje.