Upscale department store retailer Bloomingdale’s, a division of Macy’s Inc. is entering the subscription rental business thereby embarking on a format that’s quickly gaining popularity in the retail industry. The online subscription rental service has been named “My List at Bloomingdale’s” and is scheduled to launch in mid-September with a fall ready-to-wear assortment.
The fall collection will offer hundreds of women’s styles from more than 60 brands and will include over 100 exclusive pieces. Bloomingdale’s subscription service will cost $149 a month. Shoppers will be able to select at least 10 pieces to rent through the service’s dedicated website. Once a shopper creates their list, a box containing four items will be sent within three business days with items returnable in a prepaid envelope.
Clothes can be held as long as the shopper likes and swapped out as frequently as they want. Items will be added each week to My List, and each piece is to go through “an extensive cleaning and care process” and be inspected for quality control between uses. Specific offerings confirmed for the initial selection include labels such as Ramy Brook for dresses, J Brand for denim, Mackage for outerwear and Aqua, Bloomingdale’s private brand, for cashmere.
According to Denise Magid, Bloomingdale’s executive vice president and general merchandise manager of RTW, bloomingdales.com and concession,
“Urbanization has led to people living in smaller homes or apartments with limited space for clothes. Netflix has changed the way we consume movies, while Uber and Airbnb have made it second nature to share our car rides and our homes. Fashion is no exception and our customer is no exception – she wants variety, discovery and experience.”
The pioneer in the fashion rental subscription service is Rent the Runway, which allows women to rent cocktail dresses they planned to wear once. Other newcomers to the fashion rental market include Urban Outfitters, Anthropologie and Free People – divisions of URBN brands, which through its Nuuly service in July began offering six-piece rental boxes of women’s clothing for $88 a month. Included in their fashion selection are vintage denim and designer pieces.
Photo credit: Instagram | Bloomingdales
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