The pulse of the new generation fashion beats in the clothing rental industry
Anton Kovačić
Basak Nur GÖKÇAM Yasemin Eke stated that the fact that the famous retail giants are getting into the rental business gives important clues about the future of the sector, and said, “Especially in America, very large companies rent fashion and the most important brands care about being in the rental industry. They see this as a way to reach young people or catch up with the age,” he said. Stating that the clothing rental industry, which had a size of 1 billion dollars in 2018 according to Global Data Retail, is estimated to reach 4.4 billion dollars in 2028, Eke said, “Dress rental; it’s actually part of the ‘sharing economy’. Like Uber, Airbnb, the house is a continuation of the ridesharing trend. I don’t know how accurate it is to call it a trend, because it is a necessity created by today’s living conditions. Therefore, we can say that it is a trend that will grow and develop rather than a short-term trend.” Everyday pieces are more preferred Emphasizing that a new generation of young people who are knowledgeable about environmental awareness and that they prefer sustainable brands instead of traditional fashion, Eke said, “We are all responsible for the future of the world we live in and it is impossible not to take a step knowingly about the damage caused by fast consumption habits to our environment. That’s why even the small steps you take will have a big impact.” Eke says that at the beginning they thought that everyone would be more interested in evening dresses, and that those who see the product range now prefer daily pieces more. Eke said that now, instead of paying a lot of money for the pieces that customers can wear for their birthday, business lunch, weekend vacation, they tend to rent them, and continued: platform. You can also find accessories such as hairpins, bags and jewelry. Children’s clothing will be added to our collection soon.” It is possible to rent four pieces for the price of one jacket Saying that it is possible to rent at least four pieces for a jacket to be purchased, Eke said, “Actually, our aim is to be an indispensable part of fashion, to facilitate access to good brands and to change consumption habits.” Eke stated that as Rentony, they take care to follow a pricing policy that everyone can reach, “There are parts that vary between 100 TL and 3 thousand TL. But I can say that we are priced 30 percent lower than other players in the market.” Stating that it has grown by 50 percent over its 2022 targets and that there is a significant increase in the number of new customers every month, Eke concluded his words as follows: “Rental is a part of the sharing economy and one of the most important methods of preventing the fast-moving consumption frenzy… In addition to the great price advantage, It is also an important way to prevent the damage caused by fashion to the environment. Moreover, you not only rent the clothes, but also get many services. Dry cleaning, style consultancy, storage, etc. are all our responsibility.”
