How the rental fashion market is changing in 2024
Over the past few years, the rental market has boomed as consumers have become much more comfortable with the idea of borrowing clothes, rather than always choosing to buy something new. But, the market is also changing – and, while these platforms were once used mainly for one-off events like wedding-guest dressing or graduations, Hurr – which is the leading rental platform in the UK – has noticed a shift in consumer behaviour, where renters want pieces to build out their wardrobes for weeks or months, rather than just a few days.
The platform – which operates on a hybrid model, with both professional and peer-to-peer renting – is launching Hurr Flex, a new system which will allow renters to bundle up, renting a number of pieces for extended periods of time, for less.
"Forward-thinking customers are looking for ultimate wardrobe flexibility, which is where rental gets exciting for us," says co-founder and CEO Victoria Prew. "Hurr Flex (think Classpass for fashion) allows renters to elevate their everyday style, build a bundle and rent for up to 30 days – accessing fashion in a way that best suits their lifestyle."
Hurr Flex will allow customers to more easily rent full outfits, giving them the opportunity to breathe newness into their day-to-day wardrobes with complete flexibility, rather than for just one-off events.
From today, consumers will be able to purchase a Hurr Flex pass, which can then be used as credit to rent on anything they like. In theory, it should allow renters access to higher-prices items for less money. With a Premium Pass, customers will spend £99 and will unlock £170 credit, or they can purchase a Pro Pass for £125, unlocking £225 credit.
This new option for Hurr mirrors in some ways what other rental companies are doing – for example Cocoon, which encourages long-term rentals of designer handbags or The Devout, which offers bundles of five new items each month – but without using a subscription system, which Prew felt does not offer enough flexibility.
"Customers don’t want more monthly subscriptions in a cost of living crisis – they want total wardrobe flexibility," she adds. "Rent a statement coat for 30 days, rent a current-season ski look or your holiday wardrobe for eight days. Or three jumpers for two weeks. That’s what Hurr Flex unlocks."
Having seen demand with its launch of 30-day rentals last year, Hurr believes that this initiative will appeal to the new generation of renters, who are adapting the habit into their everyday lives, as well as for those special moments.
You Might Also Like
