The Swedish fashion retailer is testing a new service at its flagship store in Stockholm.
Swedish giant H&M one of the latest major international fashion retailers to enter the $1 billion clothing rental market. The company is testing a new service at its flagship store in Stockholm, offering items from various collections for rent to customers of its own loyalty program. The initiative is aimed at responsible consumption and solving global environmental problems.
Стоимость аренды в настоящее время составляет 350 крон за одну вещь в неделю, это эквивалентно приблизительно 2400 рублям. Клиент может арендовать одновременно не более трех артикулов. Всего на выбор покупателей представлено около 50 вещей из специальной коллекции из более экологически чистых материалов «Conscious Exclusive 2012-2019». Сервис аренды работает в отдельном помещении на территории магазина, в стоимость проката входят услуги индивидуального стилиста.
«Мы любим предлагать нашим клиентам что-то дополнительное, и мы также хотим, чтобы наши клиенты смотрели на моду иначе, стремясь привести изменения в эту индустрию», — прокомментировали в H&M.
At the same time, a project is being piloted in the flagship store to repair clothes received from regular customers. The company plans to test the new service in Stockholm for three months. After that, H&M can scale the project and launch the service in other stores, including outside the home market.
Previously, a number of large fashion retailers launched a clothing rental service in the United States, including Banana Republic and Urban Outfitters. The initiatives are being implemented under pressure from non-profit organizations, noting the negative impact of the fashion industry on the environment.
According to UN estimates, up to 10% of all greenhouse gases are released into the atmosphere at various stages of clothing production. At the same time, the industry consumes more energy than all international flights and water transport combined. In recent years, the fashion industry has come under considerable criticism for excessive water consumption and pollution of the planet, as well as poor working conditions in developing countries. H&M, like many other "big" companies, is gradually moving to "green" model business and plans to fully offset greenhouse gas emissions from its own production by 2040.
