Urban Outfitters is the latest fashion giant to tap into the trend for clothing rental.
The label is set to launch a subscription service in the US this summer that will allow users to borrow up to six pieces for the price of $88 per month, according to a report from the Wall Street Journal. The womenswear service, titled ‘Nuuly', is expected to generate $50m in sales in its first year of operation, the BBC reports. It will apply to Urban Outfitters' in-house and umbrella brands such as Anthropologie and Free People, in addition to outside labels such as Levi's and Anna Sui.
The concept will work by allowing users to return the items and borrow different ones, or, alternatively, purchase any garments they would like to keep. The move is aimed at younger fashion fans and is designed to appeal to them on a financial and moral level, with Urban Outfitters explaining: "In apparel, the millennial consumer, in particular, is seeking out platforms that provide novelty, variety and breadth, while also supporting sustainability."
Clothing rental services have exploded in popularity over the past few years, with major brands such as the high-end subscription service Rent the Runway leading the way. The move is the latest big attempt from Urban Outfitters to diversify its offering, following on from the launch of its in-house beauty brand ‘Ohii' last year.