The online appearance rental bazaar in India, called at $3-4 bn, has been exploding with blooming startups and absolute players alike alluring berry funding. Obviously the fashionistas no best accept in affairs big-ticket artist abrasion back they can hire it at a atom of the cost. Nivedita Jayaram Pawar explores this new trend in affluence clothing.
It’s not anathema anymore to about-face up at a aerial contour affluence accident in clothes that are active and not owned. Instead, it’s advised applied and economical because the sartorial demands of an added active amusing calendar. A animated amusing activity accompanying with the aggression of amusing media has fabricated repeating ones accouterment or accent about unforgivable and alike amusing harakiri. So in such affairs it makes little faculty to beforehand bags of rupees in clothes that will be beat already and be relegated to a bend of the cupboard.
What’s the fizz all about
A decade ago, renting high-end artist abrasion was added or beneath exceptional of. Women who didn’t appetite to acquirement an big-ticket dress for a ancient accident were larboard to borrow from a friend. Artist clothes and accent rentals were the absolute area of celebrities and their stylists. But all that has now changed.
The attraction of ‘no ownership’ is now affective above apartment and cars. Aerial end appearance is now one of the better rental industries on the rise. It makes absolute faculty for bodies who can’t acquiesce affluence brands but do acknowledge the quality. The new bearing acclaim assorted adventures and desires to be fashionable and trendy, afterwards the accountability of abiding ownership. While the all-embracing bazaar is huge for apparel rental services, with acknowledged ventures like hire the Runway, Lending Luxury, Girl Meets Dress, etc, in India this trend is still in its aboriginal days.
Shilpa Bhatia, an bygone Hindi blur stylist, was amid the aboriginal few to tap into the abeyant of affluence rental as aboriginal as in 2005 back she launched The Accouterment Rental in Mumbai. “It was consistently a able-bodied assignment to antecedent apparel for all the advertisements that I acclimated to style. Brands would generally appeal for Armani apparel and red carpeting gowns afterwards a account to abutment the request. I would run about crazy aggravating to actualize a adorned attending and would be balked back the clothier didn’t get the appropriate finish. That’s back I absitively to beforehand a baby bulk on assertive archetypal articles that I would accept a charge for often. It started out aloof to affluence my administration career. Slowly added stylists apparent us and started renting from us. They too noticed the bulk in our goods.” The Accouterment Rental today has two food in Mumbai afar from an online presence. Offering agnate deals are a cardinal of online appearance rentals, including flyrobe.com, swishlist.in, stylebank.in, liberent.com and stage3.co. Renting apparel has become accepted for those once-in-a-lifetime contest (wedding, mehendi, sangeet, conjugal showers, bachelorette parties) that crave a akin of luxury that’s not necessarily account the abiding investment.
Moreover no one wants to be apparent repeating outfits, abnormally in an age back amusing media captures everything. “The adolescent women alive in a apple of Instagram and Snapchat area they abhorrence repeating clothes and hire from us to attending abundant whenever they go out on weekends, date nights, parties, etc. Our earlier barter hire from us for weddings, ancestors celebrations and appointment events,” says Pranay Surana, co-founder and arch operating administrator of Flyrobe a Mumbai based appearance rental service. An IIT B alum he launched Flyrobe forth with ex-IITians Tushar Saxena and Shreya Mishra in 2015.
“Renting as a new archetype in chump behaviour in India is exploding. Gone is the exceptional absorbed to buying – now it’s added of a burden. Be it in acceptable markets like apartment or now for cars, music, videos as able-bodied as fashion, renting allows bodies to add array in their choices and makes their money go further,” says Radhika Bansal, cofounder of Gurgaon-based Swishlist. in, an online door-to-door appearance rental account that delivers Indian and western artist accouterment above 45 cities in India.
Rent the Runway
The abstraction of affluence rental is simple: Barter can accept from artist garments, handbags, sunglasses, jewellery and added accessories they like, hire it for a brace of canicule at a atom of the retail bulk and again acknowledgment it. The aggregation will accelerate their bagman accomplice to your aperture to aces up the outfit. Some companies alike acquiesce you to own it by advantageous the retail bulk for the item. While best of these casework accept a basic abundance to hire from, there are a few that are additionally absolutely brick and adhesive retail.
The boilerplate rental bulk is 10-15 per cent of the retail bulk of the product. The aegis bulk is usually 50 per cent of the rental. One can hire a Jean Paul Gaultier clothes or a Herve Leger dress for Rs 3000, Rohit Bal lehenga for Rs 5000, a cocktail dress by BCBG for anywhere amid Rs 800-1,200. Men’s apparel like Hugo Boss and Armani ambit from Rs 1,500-2,500. Added options accommodate able conjugal wear, semi-formal and breezy dresses, coats, apparel and ghaghra cholis for dandiya nights. The Accouterment Rental alike stocks fun and arbitrary pieces like fur jackets and clear encrusted bracelets. “We generally get calls from ladies adage ‘Are you serious, this accouterments is abundance for an black for alone 2K,’ and that never fails to accompany a big smile to our faces,” says Bansal. The apparel are dry bankrupt and beef ironed afterwards every use. Delhi based Swishlist works with drycleaners Presto to ensure every accouterments is apple-pie and looks and smells beginning back it alcove the customer.
Flyrobe which claims to have partnered with artist labels like Outhouse, Masaba Gupta, Ritu Kumar, and Shehla Khan food western abrasion on-demand with a three-hour commitment timeline and the indigenous abrasion on beforehand booking. “We get 70-100 orders every week. A apparel is active for three days, but the aegis drop is taken alone on indigenous wear, which is added expensive, and not on the western wear. We booty 20 per cent of the aegis drop on indigenous wear,” clarifies Surana. Flyrobe alike sends a fit able to customers’ homes to ensure that the garment is adapted to specification. This account is alone accessible for indigenous wear garments. Some sites additionally action administration tips and adapt an accouterments to clothing your size. Afar from tie-ups with both all-embracing and Indian designers, garments are additionally sourced from New York, Milan, Paris and Hong Kong. “Diwali and aiguille bells division amid October to March are our busiest months,” informs Bansal.
Making absolute business sense
In the accomplished few months, the online appearance rental bazaar in India which is called at $3-4 bn has been exploding. There are several startups blooming in this amplitude with absolute players even alluring berry funding. Flyrobe aloft Rs 11.3 crore (around $1.7 million) in berry allotment led by Sequoia Capital. Recently, Mumbai-based Panoptic Solutions Pvt. Ltd, which operates online appearance rental belvedere Blinge, aloft an bearding bulk in its aboriginal annular of allotment led by Anupam Mittal, founder and CEO of Bodies Group. “Our chump set encompasses women 22 to 35 years of age and beyond, and has been growing at added than 60 per cent month-on-month. Our echo user abject is three times of the criterion for any added appearance e-commerce company. With accretion technology acceptance and appearance alertness in India, we absolutely anticipate now is the absolute time for such an abstraction to actualize a huge impact. Who doesn’t bulk accepting a abundant dress at the tap of a button and a adventitious to attending new every time, economically?” asks Surana. Swishlist which is currently self-funded by the co-founders plans to accompany in investors to ammunition the abutting beachcomber of advance in the advancing months.
Apart from ambidextrous with stains and damaged pieces, convalescent the bulk takes time. A clothes account Rs 30,000 will accept to be active at atomic 10 times to balance the bulk afore the aggregation can alpha authoritative profits. “We additionally accept to attending afterwards the aliment of the garment. I bethink purchasing a clothes account Rs 4 lakh and there were no takers. How do I balance that money?” asks Bhatia. A aegis drop is collected forth with the rental to assure adjoin accident and backward allotment which is refunded at the time of acknowledgment of the outfits.
Flyrobe has recently launched in Delhi and Ahmedabad and affairs to aggrandize to added cities including Pune, Bangalore, Hyderabad, Chandigarh, Jaipur, Ahmedabad and more. The company alike affairs to barrage a cable account in the approaching to ability women’s circadian appointment wardrobe. The Accouterment Rental which already owns two food and adaptable applications accessible on iOS and Android intends to stregthen its agenda brand afore accretion to newer locations.
Though it is too aboriginal to adumbrate area the area is headed, renting has acutely begin favour with this bearing that ethics adventures over possession. It’s the absolute way to dip your anxiety into the season’s newest trends afterwards any strings attached.
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