Since 2015 David Jones have been rolling out plans and initiatives to cement its reputation as a leader within the responsible fashion space. Owned by Woolworths Holdings, the company tracks its progress to become one of the world’s “most sustainable retailers” in their Good Business Journey reports. From supporting the Fashion Revolution #WhoMadeMyClothes movement, phasing out the use of mulesed wool, signing the Accord on Fire and Building Safety in Bangladesh, as well as its commitment to achieve 100% ethical sourcing, this is a brand serious about doing business better.
Its most recent partnership with fashion rental platform GlamCorner is another step towards realising this goal. The partnership sees David Jones launch its own rental section in its flagship store on Elizabeth Street in Sydney’s CBD. Filled with its stunning inventory of local and international designer brands such as Bec + Bridge, Aje and KENZO, shoppers can now rent hundreds of styles, from formal wear through to wedding outfits, that they may never have been able to afford outright. For customers who can’t get to the store, there is an opportunity to rent the same collections on the GlamCorner website.
David Jones isn’t the first retailer to launch its own fashion rental program. The Australian retail giant joins other big name brands such as H&M, Selfridges, Banana Republic, Urban Outfitters and Bloomingdales looking for a slice of the lucrative clothing rental market; a market built on the backs of businesses such as Rent the Runway and Le Tote.
Furthermore, as consumers grow increasingly concerned about the social and environmental problems associated with the fashion industry, many are shopping more consciously and turning to rentals to reduce waste. This also explains the popularity of second-hand fashion and circular fashion brands. Renting fashion allows consumers to indulge in their love of fashion and update their looks for social media, for a fraction of the cost and without any of the guilt.
The David Jones x GlamCorner initiative couldn’t have come at a better time; the Spring Racing Carnival season is just around the corner but with lockdowns creating economic uncertainty causing more consumers to tighten the purse strings, renting a once-off designer outfit is more appealing to buying a brand new one.
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All image via GlamCorner/Twitter.