Ralph Lauren is the first luxury brand to pioneer the rental model. Welcome To Your “Future Closet”
Ralph Lauren’s latest endeavor, ‘The Lauren Look’ is the company’s first subscription apparel rental initiative, with the Lauren Ralph Lauren brand. Ralph Lauren is the first luxury brand to pioneer a fully articulated rental model, offering consumers an innovative new channel to experience, engage and ultimately shop the brand. ‘The Lauren Look’ platform responds to how consumers are building their personal wardrobes in a swiftly evolving and increasingly digitally-based retail landscape.
Consumers today are taking a different approach to experiencing brands and building their wardrobes. The closet of the future will include a mix of new seasonal fashion, unique customized pieces and wardrobe staples, alongside pre-owned and rented clothing. With our timeless aesthetic, we are incredibly well positioned to play across each of these categories,” said
— Patrice Louvet, President and Chief Executive Officer for Ralph Lauren
Starting at $125 per month, the membership platform unlocks access to an ever-evolving selection of Lauren dresses, pants, tops, and more, as well as inspired suggestions from expert stylists on how to wear them. The size inclusive subscription allows members to curate the ultimate fashion closet with looks from the most recent Lauren collections. Once the curated closet is complete and favorite pieces are prioritized, the member will receive their first shipment. When the member is done with the pieces, they have the option to return the items to be replaced with new pieces or purchase the items they love at exclusive member prices.
‘The Lauren Look’ also provides an opportunity for the Company to generate direct feedback and a deeper understanding of the consumer.
The Lauren Look allows us to explore an entirely new model tapping into the growing focus on the sharing economy and revolutionizing how we look at fashion consumption. Launching with Lauren, our most widely distributed and accessible brand, is a testament to the growth we see in this space and will help us further anticipate the evolving needs and makeup of our consumers’ future closet.
— David Lauren, Chief Innovation and Branding Officer for Ralph Lauren
In addition to supporting the reduction of clothing waste by expanding the lifespan of garments that might otherwise be purchased and worn only a few times, the collections will be part of a special after-use program. Once the clothes have reached the rental cap, they will be donated to Delivering Good, a non-profit company that provides people who are impacted by poverty and tragedy with new and gently used merchandise to offer hope, dignity and self-esteem to at-risk children, families and individuals.
TheLaurenLook.com will launch exclusively in North America on March 2nd.
