This week, Marks & Spencer launched a new collection that customers can hire through clothing hire platform Hirestreet.
The 78-piece autumn/winter collection will be offered in sets of five, six or seven pieces, which can be rented for between five and 30 days, priced from £39. Each capsule is themed and can be styled in up to 10 separate outfits, according to M&S.
The launch comes alongside new research from the retailer, which found that one in three M&S customers are now looking to make changes to the clothes they buy because of climate change.
According to the research, more than five percent of consumers have already used a clothing rental service, with this figure rising to one in 10 among under-35s.
The new collection builds on the success of the recent summer hire collection, which saw 98 per cent of Hirestreet customers who had previously hired from M&S say they would choose to hire from M&S again.
“As Hirestreet’s largest retail partner, we are delighted to be expanding our hire offer for AW22,” said Richard Price, managing director of clothing and home at Marks & Spencer. “This season we’ve introduced new casual categories while continuing to offer seasonal staples from partywear to knitwear. With value in mind, we worked closely with the Hirestreet team to create M&S capsules, offering the versatility, style and reliable value customers expect from M&S.
“This season, it’s not just about what we offer, it’s about how – this is just one of the ways we’re working to support customers as they strive to reduce their carbon footprint.”
Isabella West, founder and CEO of Hirestreet, said M&S and Hirestreet’s capsule collections were a “world first for the hire market”.
“They offer customers access to multiple stylist-curated looks in a sustainable and incredibly affordable way,” she said. “We are delighted to be working with M&S on this industry-shaping project and believe it is exactly what is needed to drive the UK rental market forward.”