The British luxury brand Burberry has embraced the principles of the circular economy for a while. Now, the company is getting into the rental and resale business in partnership with luxury fashion platform My Warderobe HQ. Starting from December 8, customers can choose from 31 Burberry products for a rental outfit.

A Burberry s/s 2022 look
Photo: Burberry
A Burberry s/s 2022 look
"Our partnership with My Warderobe HQ complements our strategy to become climate positive by 2040," says Pam Batty, VP of corporate responsibility at Burberry, "supporting the principles of circular economy in the luxury sector." The initiative is coupled with a donation to the charity Smart Work, which provides high-quality clothing for women's job interviews. According to the statement, 40% of the profit that each Burberry transaction brings to My Warderobe HQ will go to Smart Work. Burberry has been working with the charity, which provides clothing and coaching to help unemployed women find jobs, since 2013.

 




Sneakers, tracksuits, jackets, handbags, knitwear and trench coats from The Burberry Collection are available for rent on My Warderobe HQ website at prices from £22 (€26). Rental periods are offered for one, four, seven, ten or 14 days. Optionally, the pieces can also be purchased at reduced prices.

 




The daily rental price for a tartan wrap skirt is £14; it is available for purchase at £375, with the regular price listed at £750. A Burberry Trench Coat with leather sleeves is available for a daily rental of £24, those who want to buy it will pay the reduced price of £720. Regularly the coat would cost £1440.

A Burberry s/s 2022 look
Photo: Burberry
A Burberry s/s 2022 look
Burberry’s initiative follows other prominent names in the industry. Luxury department store Harrods, for example, launched a fashion rental service in partnership with My Warderobe HQ back in the summer. This gives customers access to designer clothing that can be rented for a short period at a fraction of the original price. As the popularity of platforms such as My Warderobe HQ shows, fashion consumers are increasingly aware of issues such as sustainability.

 



In addition, by collaborating with partner platforms, luxury brands can control distribution without being involved in rentals or sales themselves. Until now, brands have also been reluctant to take rental and resale into their own hands because the costs for cleaning, returns and inventory management should not be underestimated. That's why working with third parties is an increasingly popular solution.





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