Summary of our market study

The global clothing rental market is experiencing considerable growth due to increasing environmental awareness and the rise of online platforms facilitating new modes of consumption such as rentals. Valued at $1.9 billion in 2021, this market is projected to reach $3.3 billion by 2027, growing at an annual rate of 9.64%. In France, the market is following a similar upward trend, though no specific figures from 2020 onwards were directly provided. The demand is driven by a desire to access luxury fashion at more affordable prices, the pleasure of use over ownership, and addressing environmental concerns.

The French market, while still in its early stages compared to the US, is supported by platforms like Le Closet and Les Cachotiéres. The second-hand clothing market in France, a related sector, is also robust, with a valuation of 7 billion euros and growth projected to be 140% between 2019 and 2021. While specifics on the demand for ready-to-wear clothing after 2020 are not given, pre-2020 data suggests that women make the majority of these purchases, with the highest budgets observed in the 55-64 age group.

Environmental and ethical considerations are increasing in importance for consumers. In response, ready-to-wear brands are entering the rental market, emphasizing Corporate Social Responsibility (CSR) with programs like H&M's recycling initiative and Kiabi's rental proposition for affordable fashion. Rental platforms are diversifying their business models, catering to different customer segments and product ranges across various tiers, from budget-friendly to luxury items. The subscription payment model has gained popularity, ensuring steady revenue streams for the rental companies and providing customers with regular wardrobe updates.

However, achieving profitability remains a challenge due to high operational costs, evidenced by the disappearance of several rental startups due to financial difficulties.

Trends in the French Clothing Rental Market

In recent years, the French market has witnessed a growing trend towards clothing rental, a sector that finds its roots in the country's increasing environmental consciousness and the proliferation of third-party rental platforms. This market, although still in a nascent stage compared to its American counterpart, is showing promising signs of growth driven by consumers' shifting preferences from ownership to usage.

Approximately 18% of French people have engaged in product rental over the past year, reflecting a significant leap in the rental culture. The French clothing rental scene is diverse, catering to different segments ranging from luxury, special occasions, everyday wear, to sportswear. It is not only women who are contributing to the rental demand but men and children's fashion are also identified as growing niches. Major cities and urban centers are the focal points of this budding market.

As part of the second-hand clothing market, estimated to be valued between 6 and 8 billion euros in France and between 80 and 90 billion euros in Europe, the rental segment complements this by addressing both fashion dynamism and environmental considerations. The share of French consumers ready to incorporate sharing of goods stands at 66%, signaling a strong foundation for the rental market to expand. Price being a primary motivator, French consumers have shown a keen interest in renting clothes as a cost-effective means to access luxury fashion which would otherwise be significantly more expensive. This aligns with the typical French shopper's criteria heavily rooted in price and quality.

Additionally, with clothing waste becoming an increasingly concerning environmental issue, the motivation to rent rather than buy contributes to the circular economy, thereby reducing waste. The French men's clothing segment is particularly characterized by practical and deliberate purchases. The majority of men tend to spend less than 300 to 600 euros annually on clothing and show a preference for buying clothes that fit well, are easy to purchase, and require them to spend less time shopping. These specific preferences highlight the potential for the men's rental market to eliminate shopping-related irritants by offering a simple and convenient solution through rental services.

On the providers' end, French clothing rental players range from low-end to luxury brands, with offerings that include everything from everyday items to specialized clothing. Companies adapt diverse business models, with some opting for individual rentals, whereas others use subscription-based models. For example, Le Closet offers unlimited clothing rental for a monthly fee between 35 and 40 euros, and Possible caters to its clientele with subscriptions ranging between 35 and 90 euros a month.

Navigating the Fashion Forward Terrain: Top Contenders in the Clothing Rental Arena

The clothing rental market stands as a beacon of innovation within the fashion industry, aligning with the consumer shifts toward sustainability and the appeal of a constantly refreshing wardrobe without the commitment of purchase. Among the forerunners in this transformative sector, several names emerge as notable champions, each bringing a unique flair to the sharing economy of fashion.

  • Le Closet pioneers the unlimited rental paradigm with their enticing monthly subscription plan. At 39.99 euros per month, subscribers get the freedom to mix and match with a personalized selection of three garments and two accessories. This model not only offers a taste of variety to its users but also secures a steady revenue stream for the company, ensuring operational liquidity.

 

  • Une Robe pour 1 Soir addresses the charm of luxury and specialty attire by offering box rentals that cater to varying degrees of fashion indulgence. Their tiered subscription ranges from the Access Box at 69 euros a month, offering three products, to the Infinite Box at 179 euros a month, serving up to 16 products, thereby satisfying a spectrum of sartorial appetites.

 

  • Diving into ethical and French or eco-friendly designer selections, Possible appeals to the environmentally and socially conscious consumer. The Intriguée plan starts at 39 euros a month for two pieces, scaling up to L'engagée at 89 euros a month for a generous eight pieces, framing ethical fashion as both accessible and luxurious.

 

  • Bocage takes a step in a different direction with a dedicated shoe rental service. For a monthly fee of 34 euros, clients can walk a mile in various shoes, swapping out pairs every two months, making it an attractive option for footwear enthusiasts.

 

  • Lastly, Baloum taps into the luxury accessory segment with its bag rental at 39.90 euros per month. This offer gives subscribers the pleasure of toting around designer handbags without the hefty price tag of outright ownership.

Together, these trailblazers embody the dynamism of the clothing and accessories rental market, each syncing with the new wave of consumers who prioritize usage over ownership, sustainability over fast fashion, and experience over accumulation. As the market continues to mature, these players will not only define the contours of this nascent space but will also pave the way for what may become the mainstay of future fashion consumption habits.

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Summary and extracts

1 Market overview

1.1 Definition and presentation

The clothing rental market, or clothing sharing, is a promising sector that is part of the advent of a circular economy, emphasizing the notion of use rather than private ownership.

Clothing rental is part of the second-hand clothing market. The second-hand market is estimated at 7 billion euros in France and 86 billion in Europe, and fashion is the most dynamic segment: a survey by the Natixis Payments Observatory shows that the market is set to grow by 140% between 2019 and 2021.

The market can be segmented by product type: luxury, special occasion, everyday and sportswear.

Globally, garment rental is expected to grow strongly over the next decade, at an annual rate of 10.60%. This percentage could increase in the face of the climate emergency and consumers' growing awareness of the impact of their purchases. The growth niches are women's and children's fashion, and the target clientele lives in major urban centers.

In France, the market has a bright future ahead of it. Platforms such as Le Closet, Les Cachotières, Bocage and Panoply invest in this segment.

Originating in the United States, this market is still a niche in France, but is set to expand in the coming years.

1.2 The global clothing rental market

The clothing rental market is a fast-growing one, driven by two phenomena:

growing environmental awareness, with an emphasis on regulated consumption the rise and spread of third-party platforms that put individuals in touch with each other or with brands, facilitating new modes of consumption such as rentals

So, when we look ...

1.3 The French clothing rental market

The clothing rental market is a segment of the second-hand market.

The phenomenon of clothing rental originated in the United States, and only a few years ago was exported to France. A revolution in usage that is transforming the way we consume, but still a niche market in France.

We don't ...

1.4 Confinement has accelerated the acceptance of rental as a way of consuming clothes

The confinement was conducive to tidying, sorting and becoming aware of clothes already owned. According to a Yougov survey carried out for eBay:

**% of French people took advantage of the lockdown to sort out their unused items, and almost half of those surveyed said they wanted to resell their items ...

2 Demand analysis

2.1 Demand and its determinants

Clothing rental is a market driven mainly by the following motivations:

follow trends and own luxury clothes at a more affordable price responsible consumption and the fight against waste

The rise of the functionality economy: use rather than possession

In France, the dissociation between access to objects and ownership is gaining ...

2.2 Ready-to-wear demand: characteristics and determinants

To better understand the demand for rental clothing, we need to look at the demand for ready-to-wear clothing, in order to draw up a profile of rental users.

Who's buying?

In ****, the average budget per woman fell by *%, from *** to *** euros, which is indicative of the deconsumerization of ready-to-wear that will ...

2.3 Men's ready-to-wear demand: characteristics and determinants

Specific characteristics of male customers: utilitarian and prepared purchases

Only *% of French men claim to have a taste for shopping, and **% are not at all keen on shopping in ****. Men generally dislike shopping and spend less than women on their clothes. [***] In fact, **% of men spend less than *** euros a year ...

2.4 Millennials, a generation that consumes fashion differently

Millennials are an increasingly important target for brands: they represent almost **% of the world's population.

A McKinsey study attempts to highlight their expectations of luxury brands and houses:

**% of millennials are engaged with brands **% expect a response from luxury brands within ** hours They are willing to pay more for what ...

3 Market structure

3.1 The forces at work

Below is a non-exhaustive classification of the main players in clothing rental in France:

3.2 Ready-to-wear brands enter the market

Ready-to-wear brands invest in the sector out of concern for their CSR

Among the strategic themes considered important by companies in the sector, social and environmental commitment ranks first, with all professionals surveyed considering it to be a crucial market topic.

The implementation of a well-defined data strategy is also considered ...

3.3 The rise of rental platforms

The economy is becoming "platformized", and clothing rental is one market affected by this trend:

While the global second-hand market is expected to reach $** billion by **** , surpassing that of fast fashion, platforms based on the sharing economy have managed to make their mark by encouraging alternative modes of consumption: rental platforms ...

4 Offer analysis

4.1. Offer typology

Rental platforms have an offer that can be segmented in a number of ways.

By target

by gender: men or women by age: adult or child

By product

by function: everyday wear, special occasion wear, maternity wear, ski wear by type: dress, shoes, accessories, tops by range: affordable, high-end, luxury

4.2 Clothing rental covers all ranges

Low-end ready-to-wear

Kiabi is now offering to rent clothes instead of buying them.

For * items rented, the customer pays ** euros per month, for **, the amount rises to ** euros, for ** items, ** euros, and finally the price peaks at ** euros for ** rented products. All in-store sectors (***) are concerned

Companies specializing in high-end ...

4.3 Subscription a popular payment method for clothing rental

The subscription-based business model enables players to secure recurring revenues: this keeps the company running smoothly, while allowing them to work on building up their stock.

The principle closely resembles other subscription offers from other sectors. In exchange for a monthly financial contribution, subscribers can refine their profile to target their ...

5 Regulations

5.1 Regulations

The law on the fight against waste and the circular economy

Law no. ****-*** of February ** introduced or reinforced several rules relating to waste and the circular economy. Summarized in a study by the French Federation of Women's Ready-to-Wear, the main measures concerning ready-to-wear are as follows:

Ban on the destruction ...

6 Positioning the players

6.1 Market segmentation

  • Ba&sh
  • SMCP Groupe (Maje)
  • Ralph Lauren
  • Le Closet
  • Rent The Runway
  • La Fashion Lib
  • My Golden Closet
  • Get Prête
  • Renaisa
  • Rent Club Paris
  • Bocage
  • Possible
  • Patatam - Rediv
  • Ree-See
  • PVH

List of charts presented in this market study

  • The clothing rental market
  • Sales trends in personal and household goods rental
  • Average ready-to-wear budget per woman and age group
  • Main criteria for buying clothes
  • Trends in volume consumption of various women's ready-to-wear items
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Latest news

Ralph Lauren and luxury. - 05/05/2023
  • The Ralph Lauren Group is targeting sales of $8 billion in 2023, $2 billion more than the previous year.
  • Prices for Ralph Lauren products have risen by an average of 64% since 2017.
  • Online sales now account for a quarter of the brand's sales.
  • Ralph Lauren has 504 stores, including 289 in North America.
  • Direct sales account for 63% of Ralph Lauren's sales.
  • Ralph Lauren plans to open 250 stores by 2025, mainly in Europe and China.
  • Ambition is to be the world's leading luxury lifestyle company
Fashion: Maje chooses a new general manager - 23/03/2023
  • - SMCP sales in 2022: 1.2 billion euros
  • - Maje sales in 2022: 467 million euros
  • - SMCP annual growth in 2022: 16.1
  • - Maje annual growth in 2022: 14.8
  • - Year of SMCP IPO: 2017
Patatam raises 12 million euros - 24/06/2022
  • Patatam changes its name to Rediv and raises €12 million
Second-hand: Patatam undergoes a transformation - 23/06/2022
  • Patapam changes name to Rediv
  • Europe's leading French specialist in second-hand platforms has raised 12 million euros in order to focus on retail professionals
  • The company already supplies the second-hand departments of Auchan, Carrefour and Kiabi, and intends to offer its expertise to a wider range of brands
  • It employs 160 people and plans to recruit 300 by the end of 2023
  • It operates from three logistics platforms in Hastingues, Morlaas and Cambrai.

Companies quoted in this study

This study contains a complete overview of the companies in the market, with the latest figures and news for each company. :

Ba&sh
SMCP Groupe (Maje)
Ralph Lauren
Le Closet
Rent The Runway
La Fashion Lib
My Golden Closet
Get Prête
Renaisa
Rent Club Paris
Bocage
Possible

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