French connection the first UK retailer to launch D2C rental service
French Connection has become the UK’s first major fashion label to launch a direct to consumer (D2C) online rental service for its latest season collection.
The service will not require customers to take out a subscription, which French Connection said would make it accessible to more customers and age groups. Pieces, retailing from £45 to £205, will be available to rent for between £10 and £45, for 4-16 days.
The move comes as global fashion brands respond to growing consumer demand for sustainable and circular fashion.
French Connection Rental is being launched by Zoa Rental, a white label fashion rental platform that handles the technology, operations and logistics behind clothing hire sites. The platform was launched last year by Hirestreet founder and Drapers 30 Under 30 alumna Isabella West.
Hirestreet, which also hosts collections from the likes of Marks & Spencer and Oasis, has previously made French Connection collections available for hire on its own multi-brand site.
But today’s move will see the launch of a dedicated site, frenchconnectionrental.com, where customers can rent clothing from the retailer’s current collection, including best-selling party and occasionwear items.
French Connection said it was the first time a major UK brand would offer rental directly to its customers.
The fashion retailer said it was feeding an “ever-growing appetite” for clothing rental, and that it would target wedding and party guests looking for one-time occasionwear.
“We are delighted to be partnering with Zoa to bring premium high street to the hire customer and support the ever-growing appetite of hiring,” said French Connection’s retail director Simon Donoghue.
“We’re really excited to showcase our product to this audience and be at the forefront of this movement.”
