Would You Choose More Than 200 Pieces Of Rent For H & M Clothes?

According to Agence France-Presse, Sweden's fast fashion brand H&M plans to pilot leasing services at the Sergels Torg flagship store in Stockholm headquarters. H&M members can rent three pieces of clothes at a time, and the rental price is about 350 Swedish kronor (about 255 yuan) per week.
H&M said in August this year that it would launch rental services, and the products involved were mainly high-end ones. Agence France-Presse said the H&M rented garments include the Conscious Exclusive Sustainability Series and some of the latest 2019 fall products. According to the interface fashion inspection, H&M's sustainable series and some autumn clothing prices will be more expensive than ordinary products, from hundreds to thousands of yuan.
Consumers can choose to rent a store, or make an appointment online, and then help them with the stylist. The flagship store of the pilot rental service has been renovated recently and will be reopened in November. The store's beauty products counter, restaurant area "Pleat", and on-site dressing rooms have also been upgraded.
In fact, we carefully study the logic of H&M's launching of renting clothes. We will find that renting clothes already existed for a long time. Under normal circumstances, most of the clothes you want to rent are wedding dresses, evening dresses and so on, but they may not be used frequently, but the price is very high, so they are usually completed in the form of leasing. However, fast fashion brands like H&M are not common. So what is the reason for H&M to rent rents at this time?
First of all, fashion wear is limited. For most of the female compatriots, if we ask you how many times a dress is usually bought, it is believed that many female compatriots tell you the number of times is not more than 3 times, because every year there will be fashionable fashion clothes. This year's trend is different from that of last year. So long as the women are dressed in fashion, then a dress will be bought for 35 times, and it will be over the season. Then, if you can only wear a dress 35 times, is it better to rent clothes than to buy clothes?
Secondly, going to stock has become the difficulty of the current fast selling brand. For fast fading brands, the best result of every commodity is just sold out, but this state of affairs can not be met. If it can not be sold, there will be no better way to deal with it except discount to orlies. At this time, if we can have more channels to deal with clothes than sales, then it will be a good thing for the garment enterprises. Besides, we can see that the rented clothes are just the high-end brands of H&M, which are more difficult to sell, so renting is undoubtedly a good way.
Third, is there really a market for leasing? Let's take a closer look. The core key nodes of the lease are two. Can the first rental price really touch people? What kind of H&M clothes are willing to rent for Chinese consumers? For example, whether the consumers of the one thousand price range are willing to rent with three hundred yuan, this is indeed a relatively big problem. The second one is the psychological burden of leasing. Whether everyone can get used to wearing rental clothes or whether they can guarantee the cleanliness and hygiene of rental clothes is a relatively big problem.
Therefore, leasing clothes is really not an easy business, and whether H&M can do well is really unknown.