Fashion rental boom: from Baby Boomers to Gen Z, the new sustainable trend

The global rise of fashion rentals is attributed to a focus on sustainability and changes in consumer habits due to the pandemic. Secondamano magazine, launched in Milan in 1977 with an initial circulation of 1,800, quickly grew to 50,000 copies but declined in the mid-1980s as Baby Boomers gravitated towards luxury brands. Today, Millennials and Gen Z are favoring "used" and rental options. In the United States, clothing rentals are more prevalent than in Europe, where they were traditionally reserved for special events. In May 2021, Moss Bros introduced Moss Box at £65 per month. Partnerships involving Ralph Lauren, Banana Republic, and Nicole Miller with CaaStle, along with URBN's Nuuly launch in 2019, highlight the trend. Emerging Italian startups like Drexcode and DressYouCan are also making their mark. A Bain report suggests that by 2030, rentals could represent 10% of brand revenues.