Banana Republic jumps into online clothing rental subscription
The Banana Republic announced today the launch of Style Passport, an online clothing rental subscription service that grants unlimited access to its women’s garments collection.
According to Mark Breitbard CEO and President of The Banana Republic, “We’re constantly evolving with our customer, meeting her where she is shopping. Style Passport will drive incremental return, and help us connect with younger shoppers who appreciate great style and want an affordable, sustainable way to try new fashion, with this new service, we’ll gather valuable insights from a highly interactive customer base that can be used to design future product and experiences.”
The action will further support the effort to make fashion more sustainable by allowing the renting the clothes rather than owning it. The effort by the Banana Republic is committed to integrating sustainability throughout the business from sustainable fibers to environment-friendly practices.
How does it work-
Style Passport presents an easy way for customers to own fewer items while improving their wardrobe with fashion for every occasion. The new service will allow customers to rent the Republic for one flat monthly fee, with the option to keep and purchase any favorite item.
Style Passport is $85 per month for a three-garment plan that includes free priority shipping, unlimited exchanges and returns, and complimentary laundering services.
As part of the brand’s work to improve the customer experience online and in stores, Banana Republic partnered with rental technology platform CaaStle to develop Style Passport and will utilize its white-glove service to handle logistics while delivering a seamless experience. The Banana Republic will also offer Buy Online, Pick Up in Store beginning in the fall of 2019.
CaaStle is a fully managed service that allows retailers to offer Clothing as a Service (CaaS) to their consumers. CaaS is a proven access model with transformative benefits for retailers and consumers. Through the CaaS model customers will have the opportunity to explore more deeply with the brand not only by owning garments but by accessing a rotating selection each month.
It will be rolled out at the end of September to customers in the United States, to similarly it will add men’s apparel at a later date.
A robust Omni-experience is critical as today’s consumer shops in a variety of ways. Rental subscription is an innovative platform that will increase access to Banana Republic’s versatile style and help bring new customers to the brand.