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03/02/2021

Ralph Lauren saddles up for subscription program

Dan Berthiaume
Senior Editor, Technology
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The world of Ralph Lauren now includes a subscription apparel rental initiative.

Ralph Lauren is introducing “The Lauren Look,” which the company said is the first fully articulated rental model offered by a luxury brand. Launching exclusively in North America on Tuesday, March 2, the assortment  includes a mix of new (including unique pieces), pre-owned and rented clothing. 

Starting at a membership fee of $125 per month, the size-inclusive subscription allows customers to curate a personal assortment with items from the most recent Lauren collections. The membership platform also provides access to an evolving selection of Lauren dresses, pants, tops, and more, as well as suggestions from expert stylists on how to wear them. 

Once their 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 products to be replaced with new pieces or purchase the items at exclusive member prices. Ralph Lauren intends to leverage The Lauren Look as an opportunity to generate direct feedback and a deeper understanding of its consumers.

Following a disappointing Q1 2021, Ralph Lauren said it would shift its focus to direct-to-consumer and digital commerce. A recent survey of direct-to-consumer retailers from Bold Commerce indicates more than 70% of respondents have—or soon will—integrate subscriptions into their e-commerce strategies. 

“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,” said David Lauren, chief innovation and branding officer, Ralph Lauren. “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.” 

Once clothes offered via The Lauren Look have reached the rental cap, they will be donated to Delivering Good, a non-profit organization that provides merchandise to at-risk children, families and individuals. Ralph Lauren sells its products through its own brick-and-mortar stores and e-commerce site, as well as via third-party retail partners, and is available in over 500 points of distribution across North America.