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It is expected to reach $7.45 billion in 2026.

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Between the years of 2021 and 2026, the revenue of the rental apparel market worldwide was forecasted to steadily increase. The revenue of the rental apparel market worldwide was expected to increase to approximately seven and a half billion U.S. dollars by 2026.
The sharing economy
The sharing economy is an non-traditional economy in which assets are owned and shared amongst a network, unlike traditional businesses which have one owner. Companies such as Uber and Airbnb are arguably the most well known within the sharing economy, however, many industries are slowly embracing this new, non-traditional form of business. The apparel industry is no different. Rented apparel is one such example, and represents a sharing economy business model in the apparel industry. While consumers become more environmentally and financially conscious, the fashion and apparel industry will continue to adapt to this change.

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Rental apparel revenue worldwide 2026 | Statista

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Between the years of 2021 and 2026, the revenue of the rental apparel market worldwide was forecasted to steadily increase.

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Farfetch in 2021 had a market share of 22% of the personal luxury goods market. It is “predicted to become the largest single distribution channel by 2025, with between 28% to 30% share.” (Forbes 2022)

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Farfetch Extends Its Vision For New Luxury Retail By Investing $200 Million In Neiman Marcus

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What Amazon is to mass-market e-commerce, Farfetch is poised to become in luxury retail. Through its rapidly-growing online fashion marketplace and partnerships with Neiman Marcus, Alibaba, Richemont, Harrods and more, continued market share growth is assured.

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Brand Profile - Born from the bold attitude and 24/7 culture of New York City, W Hotels, part of Marriott International, Inc., has disrupted and redefined the hospitality scene for over two decades. Trailblazing its way around the globe, with nearly 60 hotels, W is defying expectations and breaking the norms of traditional luxury wherever the iconic W sign lands. With a mission to fuel guests' lust for life, W ignites an obsessive desire to soak it in, live it up and hit repeat. The brand's provocative design, iconic Whatever/Whenever service and buzzing Living Rooms create an experience that is often copied but never matched. Innovative, inspiring and infectious, the brand's super-charged energy celebrates guests' endless appetite to discover what's new/next in each destination, to see more, feel more, go longer, stay later.

Locations - 55 hotels in more than 25 countries and territories.

Brand Segment - Luxury

Reservations - whotels.com/theangle

Social media links - Follow along on Twitter, Instagram and Facebook.

Key Brand Executive - Tom Jarrold, Global Brand Leader, W Hotels
Media Contacts:
Elizabeth Bishop - Elizabeth.Bishop@marriottluxurybrands.com - 212-380-4013

Erica Flint - Erica.Flint@marriottluxurybrands.com - 646-768-2712

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Brand Profile - Born from the bold attitude and 24/7 culture of New York City, W Hotels, part of Marriott International, Inc., has disrupted and redefined the hospitality scene for over two decades. Trailblazing its way around the globe, with nearly 60 hotels, W is defying expectations and breaking the norms of traditional luxury wherever the iconic W sign lands.

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Is Renting Your Clothes Really More Sustainable?

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Is Renting Your Clothes Really More Sustainable?

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Rent the Runway says it’s displaced the production of an estimated 1.3million new garments since 2010, via its rental model.
Rent the Runway estimates that its rental model has displaced the production of 1.3million new garments since 2010 – leading to savings of 67million gallons of water, 98.6million kWh of energy and 44.2million pounds of CO2 emissions over the past decade.
On average, per rental garment, Rent the Runway estimates a 24 per cent reduction in water usage, a six per cent reduction in energy usage, and a three per cent reduction in CO2 emissions, in comparison to buying new.

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While some of these numbers may seem relatively modest, it's worth noting that it does not take into account the environmental savings from clothes not being produced as a result of rental - for example, if the same dress is rented 50 times, instead of 50 people buying that dress brand new. "We've been very conservative in our estimate; this is the baseline from which we will be continuing to build and improve our operations," Salinas explains.

As you might expect, some rental categories fare better from an environmental standpoint: it makes more sense to rent a dress for a special occasion, rather than a pair of jeans (the subject of the FInnish study), or a coat that you'd buy once and then wear over and over again for years to come.

Overall, the research is promising, but continues to highlight the thoughtful approach that is still needed when it comes to renting. Of course, wearing what already exists in your closet is ultimately the most sustainable choice. "Rental is not synonymous with sustainable," comments Maxine Bédat, director of the New Standard Institute. "If the fashion industry does not address the disposability of trends and the pushing of a disposable relationship with clothing, we will remain on this disastrous path."

Rent the Runway argues that it is part of the solution, but recognises there is still work to be done - which is why it's continuing to build on its model, recently integrating resale on its site, too. "Our subscribers tell us [that] 89 per cent of them buy fewer clothes than they did before joining us on Rent the Runway; this behaviour is creating less consumption from them," Salinas concludes. "The most important thing we can do as a company is continue to encourage women to wear the same garment more times, which we facilitate through our model, and increase the longevity of items."

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Is Renting Your Clothes Really More Sustainable?

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While some of these numbers may seem relatively modest, it's worth noting that it does not take into account the environmental savings from clothes not being produced as a result of rental - for example, if the same dress is rented 50 times, instead of 50 people buying that dress brand new.

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For every 5 garments produced, the equivalent of 3 end up in a landfill or incinerated each year.
On average consumers wear clothes 36 percent fewer times than they did 15 years ago. If the number of times a garment is worn were doubled on average, greenhouse gas emissions would be 44 percent lower.  Globally, customers miss out on up to $460 billion each year by throwing away clothes that they could continue to wear.
Less than 1 percent of textiles produced for clothing is recycled into new clothes

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Our clothes provide comfort, protection, an expression of individuality, and jobs, with more than 300 million people working along the clothing industry value chain. But for all the growth it generates, the industry also encourages considerable waste: for every 5 garments produced, the equivalent of 3 end up in a landfill or incinerated each year.

This 'take, make, and dispose' business model has outsize costs to the environment, society, and the industry itself. Total greenhouse gas emissions from textiles production clock in at 1.2 billion tons a year, more than those emitted by all international flights and maritime ships combined.

Replacing this linear business model with a circular design one would help recapture more than $500 billion in industry losses every year and still mitigate negative environmental impacts. Major brands, including H&M and Nike, are already taking notice. Nike instituted a Sustainable Manufacturing and Sourcing Index, which works to incentivize and reward improved environmental, health, safety, and labor practices at the factories along its supply chain. H&M has committed to using 100 percent recycled or sustainably sourced materials by 2030. Other companies have embraced circular concepts by disrupting the traditional clothing market and establishing various clothing rental services. China's YCloset, for example, serves customers with monthly rental subscriptions in more than 100 Chinese cities since launching an app in 2015.

A report by the Ellen MacArthur Foundation, with research and analytical support by McKinsey, outlines how we might build a new textiles economy based on the principles of a circular economy. Below are some highlights:

Design out waste and pollution

The fashion industry's design and manufacturing innovations have led to substantial advantages, including water and stain repellence, as well as increased durability. Yet a number of the chemicals behind these innovations raise concerns due to their potential adverse effects during clothing production, use, and after-use phases.

Many of these potentially harmful substances can be designed out by creating new fibers that fill vital functions-versatility, lightness, ease of care-but come with a much lower production footprint. One way to do this is waterless dyeing, an innovation that helps mitigate the industry's toxic wastewater discharge from clothes dyeing, which accounts for 20 percent of industrial water pollution globally.

There's even room to innovate with 'moonshot' solutions in areas where progress is scarce-for example, in fabric design. Existing programs that bring together stakeholders to spark innovation include Ashoka's partnership with the C&A Foundation's global Fabric for Change initiative, and Fashion for Good, which supports innovation throughout clothing's production stages.

Keep materials in use

On average consumers wear clothes 36 percent fewer times than they did 15 years ago. If the number of times a garment is worn were doubled on average, greenhouse gas emissions would be 44 percent lower. Globally, customers miss out on up to $460 billion each year by throwing away clothes that they could continue to wear. Tastes, trends, and styles change, but new business models could satisfy the complex human needs filled by fashion without having customers buy, and then throw out, new clothes so frequently.

The new textiles economy will offer a number of attractive options to increase the lifespan of clothes for consumers.

Fashion subscription models, where customers pay a monthly fee to have a fixed number of garments on loan at any one time, offer a compelling advantage for some customers. Curated short-term rentals allow access to evolving trends while solving for excessive waste, clutter, and the guilt associated with throwing clothes out.

Repair options, baked into the sale of the garment through warranties, will encourage customers to buy fewer articles of clothing, invest in ones that they truly need, and consider holding onto the ones they have for longer. Patagonia's 'IronClad Guarantee', for example, offers returns, replacements, or mending if a product gets damaged or does not perform to satisfaction. To maximize the value of these offerings, returning items should be made as easy as possible through free shipment and transparent guidelines.

Enhanced resale models offer an attractive opportunity for unwanted clothes durable enough to be used again. One option is to sell used clothing alongside new clothing, which may reposition resale from a fringe to a mainstream activity. This could be low-risk and high-reward for brands because it would create additional profits while feeding into the perception of quality and promoting a brand's interest in increased use of its clothing.

Improving recycling would allow the industry to capture the material value of clothes that reached the end of their life. Currently, less than 1 percent of textiles produced for clothing is recycled into new clothes, representing a missed revenue opportunity of more than $100 billion a year, not including the additional high costs for landfilling and incineration. To allow for recycling at scale, clothing design and recycling processes would have to be better aligned.

The industry would also need to stimulate demand for recycled materials, by cementing brand commitments to recycled fabric use in clothing. To this end, increasing the share of recycled materials in garments is one of four actions in the Global Fashion Agenda, a call to action onto which 64 fashion companies, representing 143 brands, have already signed.

Regenerate natural systems

Virgin materials will likely always be required for some textiles, particularly when no recycled materials are available. Textile production can become more renewable and regenerative by transitioning to more effective and efficient production processes that generate less waste, need fewer resources, reduce water use in water-scarce regions, are energy efficient, and run on renewable energy.

Renewable solutions can also be cost effective by reducing exposure to cost volatility of some resources. The price of oil, for example, has been historically volatile, exposing businesses to unexpected input cost spikes for polyester and other plastic-based fibers. Additionally, many of the key cotton-producing countries are under high water stress, including China, India, the U.S., Pakistan, Turkey, and Brazil. Water management and other environmental conditions have significant impacts on the availability of cotton, and therefore lead to price fluctuations.

Instead of cotton, the clothing industry make clothes from recycled plastics, or plastics made from biomass sources including crops, algae, or waste materials such as old vegetable oil. Other natural resources could include fast-growing plants that need low amounts of treatment and water, combined with processes that need fewer resources.

While there are ongoing efforts to minimize the negative impacts of clothing production, creating a wholesale circular economy in clothing requires system-level change. Stakeholders need to rally behind the objectives of a new textile economy, setting ambitious joint commitments, reinforcing voluntary initiatives and jump-starting innovation in all stages of clothing production. The drawbacks in the way we design, produce, and use clothes are clear. With circular design, fashion doesn't have to cost the earth.
Editorial note Some data in this article have been updated to reflect evolving analysis. This article has been updated to correct the number of garments that are sent to landfill or incinerated each year.

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Our clothes provide comfort, protection, an expression of individuality, and jobs, with more than 300 million people working along the clothing industry value chain. But for all the growth it generates, the industry also encourages considerable waste: for every 5 garments produced, the equivalent of 3 end up in a landfill or incinerated each year.

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On a mission to empower luxury shoppers to think, act and choose better: FARFETCH

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What they do

FARFETCH began as an e-commerce marketplace for luxury boutiques around the world, and today, the FARFETCH Marketplace serves customers in over 190 countries and territories. The items for sale come from more than 50 countries and nearly 1,400 of the world's best brands, boutiques and department stores. The company offers a unique shopping experience and access to the most extensive selection of luxury on a single platform. FARFETCH is a pioneer in pre-owned luxury, having partnered with its first pre-owned boutique in 2010. In the last couple of years, FARFETCH has built on this initial 'vintage' boutique offering to include several services that increase the use of clothes.

In 2021, they established a resale platform for handbags, partnered with a third party to offer a repair service for shoes and handbags, developed an online fashion footprint tool, and published their first annual report outlining the changes in luxury shopping behaviour from 2019 to 2021.

Why is it an example of the circular economy?

FARFETCH is on a mission to empower luxury shoppers to think, act and choose positively. Their platform clearly signals pre-owned items, while ensuring the user journey is no different from buying new. At the same time, they nudge users to extend the use of their clothes. For instance, they established a partnership with Thrift+ ( FARFETCH Donate ) whereby people can send their clothes for free to resell them on the Thrift+ platform and they launched ' FARFETCH Second life ' a resale platform for designer handbags. People can also access repair services through the FARFETCH platform (' FARFETCH Fix ') to keep using their shoes and handbags.

To help shoppers make informed decisions, FARFETCH developed the ' Fashion Footprint Tool ', in partnership with IOF.earth, which allows shoppers to easily understand the impact of their fashion choices. Seeking to further contribute and showcase to the industry the increased environmental interest from shoppers, FARFETCH published its first annual ' conscious luxury trends ' report where they reveal how shopping behaviour has changed in the last couple of years. For instance, they revealed that traffic to POSITIVELY FARFETCH has quadrupled year-on-year and, following the pandemic, there has been a dramatic rise in the use of their sustainability search function to filter responsible brands.

What are the benefits?

Through their platform, FARFETCH is providing information and services that empower citizens and fashion businesses while having a positive impact on the environment.

More users per product = less waste: 52% of FARFETCH customers surveyed have bought or sold pre-owned luxury items in the 12 months to September 2020. On average, purchasing a pre-owned item saves 1kg of waste, 3,040 liters of water and 22kg of CO2.

More disposable income: The number of bags sold by customers through FARFETCH Second Life increased by +348% YoY (2019-2020).

Uniqueness: Luxury shoppers benefit from finding unique items that are normally hard to source within a customer experience that is the same (or better) than buying new. They can also navigate the site easily and find all the luxury items in one place.

How it works in detail

FARFETCH is motivated to shift people's choices towards more positive ones. For that, they have a "user-centric" model and seek to offer services that meet their user's needs. The user chooses the service or tool that suits them most.

As part of their ambition, FARFETCH has developed the following services and tools:

Pre-owned: the pre-owned section on the website contains more than 9,400 pieces. Users can filter products to find all the pre-owned ones in a single place.

FARFETCH Second Life: Second Life allows users to trade in their old designer handbags for FARFETCH credit that can be spent on new merchandise. Hong Kong-based Upteam evaluates each new handbag put up for sale on the platform, provides sellers with an offer price based on photos, and takes on the responsibility of authentication and finding a buyer if the offer is accepted.

FARFETCH Donate: FARFETCH partnered with second-hand clothing platform Thrift+ to offer customers the possibility to donate unwanted items to charities and receive credits to use on their site. As part of the new partnership, FARFETCH customers will be able to buy a "Thrift+ x Farfetch" donation bag and select a charity to donate to. They can then book a free collection service, or drop off the bag filled with their unwanted clothes and accessories at a local drop-off point. When the bag is received, each item is photographed and listed for sale on the Thrift+ website. When an item sells, a third of the proceeds is given to the customer in the form of FARFETCH credits. Another third is donated to their chosen charity and the final third goes to Thrift+ to cover costs. Customers have the choice of forfeiting their FARFETCH credit so as to donate two-thirds of the item sale to charity, instead of just one third.

FARFETCH Fix: The service is provided by The Restory, though users can book a collection for the items they want restored directly from within the FARFETCH website. The Restory will then manage the restoration or repair service. It securely transports the client's items to their London-based atelier, where their team will assess the items and quote for their recommended services. Once complete, the items are returned, appropriately packaged, to a preferred address. Thus, users benefit from a convenient repair service for products they purchase through FARFETCH.

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Empowering luxury shoppers to choose better: FARFETCH

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FARFETCH began as an e-commerce marketplace for luxury boutiques around the world, and today, the FARFETCH Marketplace serves customers in over 190 countries and territories. The items for sale come from more than 50 countries and nearly 1,400 of the world's best brands, boutiques and department stores.

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Is rental fashion really worse than binning your clothes?

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Is rental fashion really worse than binning your clothes?

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A study has shown rental isn't entirely sustainable.
The biggest damagers to the environment in the rental process come from chemicals used in dry cleaning clothes in-between loans, carbon emitted in transportation between renter and rentee and the packaging methods.
The average pair of jeans requires 7800 litres of water for production. If 20 people each buy a pair of jeans this requires 156,000 litres of water. If 20 people rent one pair of jeans and the jeans are washed between rentals (25 litres/wash) the total water cost to the planet is 8300 litres in total. That's a huge 147,700 litre water saving.

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If you're planning on extending the lifespan of your wardrobe by renting it, consider using an eco-friendly dry cleaners that use CO2 to clean your clothes or get busy with a steamer. "Not every garment needs to be dry-cleaned after every wear. Just a good steam will do!" advises Lauren.

Sacha continues, "We use chemical free Ozone cleaning (which most rental businesses use), wet washing (not dry-cleaning), we only use carbon neutral and green couriers and all of our packaging is not just recycled, but reused." Do you research before you choose who to rent with (or from.) Lauren is a fan of peer-to-peer rental, "It's a system which operates more like AirBnB for clothes, allowing users to loan or swap their clothes directly with other people - ideally on a local basis, so you can meet up for handovers rather than sending everything via post or courier."

Renting our clothes also gives us golden opportunities to experiment with our personal style, try out new brands and make friends with similar taste. Eshita continues, "I love that I have become part of a community of people, from all backgrounds and careers that bond over their love of fashion and dedication to consume more mindfully. I've made so many incredible friends and "style matches" through By Rotation!"

The Finnish study concludes that rental companies need to overhaul their processes to become more environmentally friendly and has crowned buying fewer items (and wearing them for longer) as the most sustainable fashion option. Well, duh. Vivienne Westwood's iconic mantra, "Buy less, choose well, make it last," is a philosophy we're definitely on board with.

Renting was never the only solution to the fashion industry's acceleration of the climate crisis but it can certainly continue being a considered element of thoughtful consumption - it's not the doom-laden choice the Finnish report suggests. According to Lauren, "the best possible thing we can do is wear the clothes we already own. It's down to the rental brands to make sure they have the planet, not profit, at the centre of their business model."

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Renting your clothes has just been called out as the least environmentally-friendly fashion option - but is rental fashion really worse than binning your clothes?

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If you're planning on extending the lifespan of your wardrobe by renting it, consider using an eco-friendly dry cleaners that use CO2 to clean your clothes or get busy with a steamer. "Not every garment needs to be dry-cleaned after every wear. Just a good steam will do!" advises Lauren.

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My Wardrobe HQ use our own electric van and only ever work with carbon neutral [delivery] services like DPD.

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In 2019 My Wardrobe HQ (MWHQ) launched as Britain's first fashion rental marketplace. Estimates show that unused clothing in wardrobes is worth around £30 billion, while £140 million worth of clothing goes into landfill each year. MWHQ aims to provide the fashion industry with a circular economy to stop this waste, extending a garment's life by up to 15 times. Prolonging the life cycle of one person's clothes by nine months reduces their environmental impact by up to 30 per cent. MWHQ now offers over 500 brands for resale or rent, an online rental with Harrods and a pop-up with Bicester Village.
Five years ago, Sacha Newall (pictured above) was working in commercial media marketing when she embarked on a project researching self-drive cars. It galvanised her into a change of direction. 'The Uber generation isn't driving any longer, and the industry will be transformed as cars go electric and self-driven,' she says. 'For every car shared, 15 come off the road. I started thinking how the concept of car-pooling could apply to fashion.'

What cemented her resolve was a 2019 paper by the government's Environmental Audit Committee on the impact of fast fashion on climate. 'Solutions seemed to be limited to us all wearing one dress as a uniform until it wears out,' says Sacha. 'But that would remove all the fun, fashion and choice from our lives. Besides, can we really close Pandora's box? I couldn't see us changing enough to accommodate such a radical suggestion. It got me thinking.'

To Sacha, the logic in renting rather than buying is irrefutable: 'Seven thousand eight hundred litres of water are used to make every pair of jeans. Sell 20 pairs and squander 156,000 litres. Rent the same pair out 20 times and the worst-case scenario is using 9,000 litres.'* She says brands only stand to gain from the huge rental and resale opportunities: 'A truly sustainable brand has to do more than just do good and benefit everyone.'

In November 2019 Sacha teamed up with Tina Lake and started MWHQ. Within two months it had signed up nearly 30 brands. Today, customers can source clothes from 8,000 brands and from celebrities' wardrobes, including the Delevingne sisters. Because the company reuses rather than recycles (on the basis that recycling takes energy and resources), rented clothes are likely to arrive (albeit beautifully wrapped) in a box discarded by the next-door supermarket. MWHQ also uses innovative and environmentally safe ozone to sanitise products, alongside working with Blanc dry cleaners, known for their green credentials. It plants a tree for every rental or sale made. 'There was recently a bogus report claiming that buying is just as sustainable as renting because of all the diesel-guzzling delivery vans,' Sacha says, 'but that is to miss the point entirely because we have our own electric van and only ever work with carbon neutral [delivery] services like DPD.

'Eventually we're going to have to look at regulation because how are you sure something hasn't been made by enslaved child labour if it sells for £3.99?'

Sacha is upbeat about fashion's future now that the luxury sector is leading the way: 'High-street brands will follow when you have Alexander McQueen and Gucci working with resale outlets and showing that giving clothes an afterlife is fashionable, aspirational and luxurious. This is an extraordinarily brave move for brands that have built their reputation on rarity and exclusivity.'
*The United Nations Conference on Trade and Development (unctad.org)

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Sacha Newall on My Wardrobe HQ's mission to eliminate waste

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In 2019 My Wardrobe HQ (MWHQ) launched as Britain's first fashion rental marketplace. Estimates show that unused clothing in wardrobes is worth around £30 billion, while £140 million worth of clothing goes into landfill each year. MWHQ aims to provide the fashion industry with a circular economy to stop this waste, extending a garment's life by up to 15 times.

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The value of unused clothing in wardrobes has been estimated at around £30 billion. It is also estimated that £140 million worth of clothing goes into landfill each year.

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Farfetch has announced full year revenue for 2020 increased 64% year-on-year to $1.64 billion (£1.17 billion), with Q4 revenue alone increasing 41% to $540 million.

Despite the soar in revenues, Farfetch reported a Q4 loss after tax of $2.3 billion (£1.65 billion). The retailer's loss before tax included $2.1 billion (£1.51 billion) non-cash impact of higher share price on items held at fair value and remeasurements.

Gross profit for 2020 reached $770 million (£552 million), however Farfetch made a loss after tax of $3.3 billion (£2.36 billion), reaching almost ten times the loss after tax of $373 million reported for 2019.

The company achieved its first ever quarter of positive adjusted EBITDA. The final quarter of 2020 adjusted EBITDA increased to $10 million (£7 million), up from a loss of $18 million (£12.9 million) in the same period for 2019.

José Neves, Farfetch Founder, Chairman and CEO said: "2020 put the Farfetch platform to the test, but thanks to our robust capabilities, resilient operations and utmost perseverance from our more than 5,000 Farfetchers, we rose to the challenge and enabled our nearly 1,400 Marketplace sellers and Farfetch Platform Solutions clients to continually serve millions of luxury consumers across the globe.

"As we enter 2021, I am more energised than ever by the prospects of leveraging our incredible achievements to date and our unique platform capabilities to go after the significant growth opportunities we see in our vision to be a digital enabler connecting the creators, curators and consumers of the global luxury industry, both online and offline - a nearly $300 billion opportunity we remain laser-focused on and plan to continue investing behind to deliver significant value over the long-term."

Elliot Jordan, CFO of Farfetch, added: " We exceeded our own initial expectations for the year; accelerating growth in our digital platform, improving margins across all areas of the business and delivering strong operating cash flows.

"As a result, we delivered our first ever quarter of positive Adjusted EBITDA. Our industry partnerships and strategic alliances, as well as our $1.6 billion of liquidity, position us well to continue investing behind the long-term growth opportunities we see in digitally enabling the luxury industry."

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Revenue rises 64% at Farfetch for 2020 but losses increase - TheIndustry.fashion

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Farfetch has announced full year revenue for 2020 increased 64% year-on-year to $1.64 billion (£1.17 billion), with Q4 revenue alone increasing 41% to $540 million. Despite the soar in revenues, Farfetch reported a Q4 loss after tax of $2.3 billion (£1.65 billion).

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Farfetch has reported its financial results for Q4 and FY21, revealing a 35% year-on-year revenue increase to £1.7 billion ($2.3 billion) in 2021.

For the fourth quarter ending 31 December 2021, the company's revenue increased to £497 million ($666 million), compared to £403 million ($540 million) in 2020. The revenue increase was largely driven by its digital marketplace, generating growth from multi-brand retailers and e-concession partners.

Farfetch delivered £1.2 million ($1.63 million) adjusted EBITDA in 2021, compared to a £35 million ($47.4 million) loss in 2020. For Q4, its adjusted EBITDA was a £26 million ($36 million), up from £7.4 million ($10 million) the previous year.

Gross profit totalled £233 million ($313 million) for Q4 and £747 million ($1 billion) for 2021.

José Neves, Farfetch Founder, Chairman and CEO said: "Our fourth quarter results clearly demonstrate the strong momentum behind the Farfetch platform. We exit the year having once again delivered market share capturing GMV growth in 2021 along with our first year of Adjusted EBITDA profitability. This positions Farfetch for an incredible 2022 focused on continuing to lead the online luxury fashion industry, growing faster than the runner-ups and expanding profitability."

"As we enter a post-pandemic environment, I am proud of the support Farfetch has provided to our partners across the global luxury community during this unprecedented time as we advanced our mission to be the connector between the curators, creators and consumers of the luxury fashion industry."

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Farfetch posts 35% revenue increase for 2021 - TheIndustry.fashion

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Farfetch has reported its financial results for Q4 and FY21, revealing a 35% year-on-year revenue increase to £1.7 billion ($2.3 billion) in 2021. For the fourth quarter ending 31 December 2021, the company's revenue increased to £497 million ($666 million), compared to £403 million ($540 million) in 2020.

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Where? Barcelona
Why? From models, DJs, fashionistas to celebs, Barcelona's beautiful crowd was out in full force, for the William Tempest swimwear launch at The W Hotel. With spectacular views over the glittering city skyline, the turquoise, infinity pool, on the new Sun Deck at The W, created the perfect backdrop to the party.

Me posing on the Sun Deck before the party
My stunning Wow Suite at The W with incredible views over the sea and city
The Swimwear
Following the success of William Tempest's past collaboration with The W London; he previously designed an exclusive collection of silk nightwear; this is his second collaboration with the global, hip hotel brand.

He's designed an exclusive range of swimwear in association with the W Hotels and I was invited out to the hotel for the launch party. I caught up with the Cheshire born designer, earlier in the day, on board a special catamaran cruise, to get a sneak peak of the collection and get some insider gossip from the designer himself.

"I was inspired by the dynamic spirit and incredible location of W Barcelona, right next to the beach. I wanted to design an original pattern that reflects the energy as well as the fresh, playful, avant-garde and lively personality of W Barcelona, whilst evoking its bold style and effortless glamour, all the things my red carpet creations are well-known for." says Tempest about the new collection.
And so to the party...
After dark the glam factor was ramped up and we made our way to the sunset, poolside party on the brand new Sun Deck.

And to eat?
We ate fresh oysters, foie gras canapés, mini burgers and rainbow coloured macaroons, all washed down with the champagne cocktail of the summer, Veuve Clicquot Rich.

On the decks
Spinning Ibiza tunes, was DJ and model, Cristina Tosio, who is the face of The W / Tempest swimwear campaign.
Poolside chic The after party
Street style from the party - Left to right, stylish party-goers strike a pose and me, TheStyleTraveller, below.

For post poolside drinks, we made our way to the newly renovated, Eclipse Bar, on the 26th floor of The W Hotel and partied into the night.

Above: Hanging out with the cool kids at Eclipse and Below: Perfecting girl band poses with Angelina, me, Delphine, Claire and Nicola. We may have had a couple of drinks by this stage :)

And so to bed...

The William Tempest for W Hotels swimwear collection comprises of beach shorts and a 2-piece bikini set, priced at 195euros each. Hotel guests staying in the Wow Suites will receive the bikini and shorts as a welcome gift. The collection will also be available to buy online.

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Barcelona - One night at The W Hotel - The Style Traveller

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Where? Barcelona Why? From models, DJs, fashionistas to celebs, Barcelona's beautiful crowd was out in full force, for the William Tempest swimwear launch at The W Hotel. With spectacular views over the glittering city skyline, the turquoise, infinity pool, on the new Sun Deck at The W, created the perfect backdrop to the party.

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W Barcelona sets the scene for a spectacular stay. W Barcelona offers a combination of luxury and comfort in each of its 473 fabulous guestrooms and suites. This 5-star hotel is located on the beachfront along the famous Barceloneta Boardwalk. Each guestroom and suite provides panoramic views over the Mediterranean Sea and the city of Barcelona.

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Overview

Iconic Spaces

E Wow Suite

W Barcelona sets the scene with the new look of our most iconic suites. The New Extreme WOW Suite celebrates the night time atmosphere of Barcelona, the colour palette deriving from the dark blues, bronzes, warm golds and deep greys of the city at night. The WOW Suite reflects the magical atmosphere created by the Sun setting at the beach, reflected by the sunset palette of the room.

Explore the Extreme WOW Suite

Exceptional Food and Glamorous Drink

Sail around the world on a perfect culinary journey at our restaurants and bars. Satisfy your cravings and explore new flavours.

Indulge at W Barcelona

Enjoy innovative Burgers & Cocktails at SALT Restaurant, right on the beach. Get glamorous on our 26th-floor hotspot at ECLIPSE rooftop bar, or make your way down to our signature Living Room to find our new restaurant FIRE & W LOUNGE for a cocktail (or two). Every Sunday during the winter months, treat yourself to a feast and recover from a night of revelry with RETOX. Spoil your palate and indulge in an overflowing selection of brunch dishes.

Discover an Eclectic Mix of Flavours

Magnificent Meetings

Make a toast, or host an unforgettable meeting. W Barcelona has 6.800 square metres (73.194 square feet) of meeting space to accommodate a small gathering or a large group, whether for business or celebrating.

Versatile Meeting Spaces

With options of meeting rooms awash with natural light and spectacular views and a range of outdoor spaces, we have something for every event, whatever it may be.

Meet at W Barcelona

W SOUND SUITE

W Barcelona tunes up and unveils Europe’s first W Sound Suite, a private music studio that allows guests to eat, sleep, record & repeat.

TUNE IN

The W Sound Suite is fitted with the latest in studio technology and offers professional specifications in a soundproof space. The main mixing room features a private vocal booth and a lounge for artists and entourage.

MORE INFORMATION

Wonderful Weddings

WED YOUR WAY at W Barcelona. Leave the traditional behind with our unique wedding proposals, designed for the most daring brides and grooms.

Get Wed

Enjoy your special day in our fabulous spaces, which are adaptable to any style or size of wedding. A perfect evening reception in a privileged location? A flavoursome banquet in a modern atmosphere? A happy ceremony next to the beach? Everything is possible. Whatever you want, whenever you want it.

Plan your Special Day

Exceptional Beach Views

Escape to where sea and beach views are endless. Our private infinity pool, Sun Deck, is a peaceful retreat that’s just steps from the gym and spa so you can lounge to the sounds of the Barcelona breeze, and nothing else.

WET Deck & Sun Deck

The WET® pool and terrace amplify every sun-soaked day. It’s even hotter in the summer months when WET® deck transforms into the ultimate insider destination in the evening. Live DJs spin lounge tunes, while the WET® Bar delights the senses with delicious bites and signature cocktails.

Soak up the Sun

Explore Career opportunities

Equal Opportunity Employer / Disability / Veteran

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Book your stay at W Barcelona. Our Barcelona trendy hotel offers contemporary accommodations & lively experiences.

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Good video I might want to include in presentation.

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Bright Lights. Big City. Bold Hotels.

It's the center of the universe. People come here to fall in love, make their dreams a reality, work hard, play harder. Explore vibrant neighborhoods and revel in behind the scenes access to all things New York City. Welcome to New York, we've been waiting for you.

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W Hotels of New York - One Stunning Metropolis, Four Inspiring Hotels

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It's the center of the universe. People come here to fall in love, make their dreams a reality, work hard, play harder. Explore vibrant neighborhoods and revel in behind the scenes access to all things New York City. Welcome to New York, we've been waiting for you.

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Now part of the Marriott Hotel Group, the world-famous W hotel brand was born in 1998 from the bold attitude and 24/7 culture of New York.

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Monday newsletters always feature top 10 travel lists to inspire.

Today: Top 10 most exclusive hotel brands in the world.

The past two decades, luxurious five-star (and even six and seven star) hotels and resorts are popping up like mushrooms in all corners of the world. Although this is great news for discerning travelers (and I count myself among them), not all new expensive and glitzy hotels meet the standards of a true refined and memorable experience. In my humble opinion, only a few hotel chains succeed at delivering the consistency of unrivaled excellence that luxury-minded globetrotters expect these days. These brands stand out and leave the competition behind with impeccable service, extraordinary locations (whether a beach, city or remote wilderness spot), world-class wellness facilities, superlative gastronomy, spectacular accommodations, and - last but not least - environmental conscious policies. I hereby present you the 10 most exclusive hotel brands in the world, the ones I happily return to again and again when traveling around the globe.

There is more information (with reviews and YouTube videos) below the slide show. Do you agree or have a favorite hotel brand that didn't make my list? Leave a comment or take my poll below.

This slideshow requires JavaScript.
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Park Hyatt is the most luxurious brand of the USA based Hyatt Hotel Group, which now manages more than 10 distinctive brands in its portfolio, each designed to deliver experiences attuned to the lifestyles, attitudes, values, and aspirations of the guests for whom it is designed. Located in major gateway cities and prime leisure travel destinations worldwide, Park Hyatt hotels are a symbol of luxury, offering impeccable service, world-class spas and state-of-the-art guest rooms, all perfectly tailored to those who expect nothing but the best. Each Park Hyatt property is designed to reflect the unique character of its locale - the chic of Paris, the exotic allure of the Maldives or the all-American style of Chicago. Park Hyatt hotels are especially known for their acclaimed art programs, sleek and minimalist interior design, and exceptional dining venues under the direction of celebrated chefs.

St Regis is one of two ultra-luxe hotel brands managed by the Marriott Hotel Group (the other one being Ritz-Carlton). Born of a distinctive legacy and crafted for discerning travelers who desire the finest experiences, the brand established luxury hospitality with the launch of The St. Regis New York property in 1904. From the moment John Jacob Astor IV opened the doors of his Beaux-Arts masterpiece on Manhattan's Fifth Avenue, the St. Regis brand has always been associated with uncompromising elegance and bespoke service. Butler service has been a signature feature of the St. Regis experience for more than a century, and St Regis remains the only luxury hospitality brand in the world to offer this personalized service at every one of their hotels. Combining classic sophistication with a modern sensibility, more than 30 St. Regis hotels around the world are committed to delivering exceptional experiences.

Over the past 50 years, Mandarin Oriental has grown from a well-respected Asian hotel company into a global brand. The group has a rich and proud history which began with the opening of the brand's flagship property, The Mandarin, in 1963 in Hong Kong. The hotel, which was the tallest building on the island when it opened, soon built up an enviable reputation for service excellence, and instantly became a historic landmark - a status it still holds today. In 1974, The Oriental in Bangkok, which was already acknowledged as one of the world's most legendary hotels was partially acquired by the group, making the company unique in the way that it has two flagship hotels whose names represented the very best in hospitality. Today, the group is firmly established as a truly global luxury player and operates more than 30 hotels worldwide, with each property featuring a distinctive oriental design (reflecting its heritage) and a unique sense of place.

Founded in 1995 by the owners of the Soneva brand (cf below), Six Senses is an award-winning and very unique hotel group, that offers exceptional guest experiences in remote and exquisite locations, whether a virgin territory or adjacent to a UNESCO World Heritage site. The brand is synonymous with a unique eco-chic design - authentic, personal and sustainable - and all properties are in harmony with their natural or cultural surroundings. Six Senses resorts always adapt seamlessly to host cultures in an environment that evokes wellbeing, supported by outstanding anticipative service and attention to detail. Six Senses experiences are always delivered by a wealth of experts from diverse backgrounds, from visiting spa practitioners and celebrity chefs, to star gazers, marine biologists and even their own paragliding professionals. A key element of all Six Senses properties, the Six Senses Spa concept is a layered approach to wellness that unites a pioneering spirit with treatments that go beyond the ordinary.

Belmond - known as Orient Express until its rebranding in 2014 - is a hotel and leisure company that manages an ultraluxe collection of 49 iconic hotels, trains and river cruises in 24 countries, bringing together some of the world's most sensational journeys and destinations. With Belmond, you can stay in timeless hotels in Venice, Rio and St. Petersburg, embrace the spirit of adventure at Machu Picchu or Angkor Wat, glide along the rails through the Swiss Alps, soar across the Andes, or explore the mystifying rivers of Myanmar. It all began in 1976, when the company received the keys to the legendary Belmond Hotel Cipriani in Venice. A year later, they began collecting the carriages for the Venice Simplon-Orient-Express, which launched in 1982 to whisk intrepid travelers to La Serenissima in style. Since then, Belmond has grown to a carefully curated collection of travel adventures, each with a rich story to tell.

The Rosewood story began in 1979 when a historic mansion in Dallas, Texas, was transformed into an acclaimed, world-class restaurant and hotel - The Mansion on Turtle Creek - whose success was the blueprint for all subsequent Rosewood hotels and resorts. Today, Rosewood manages a distinctive collection of highly individual, luxurious, residential-style hotels across the globe, including world-famous properties such as The Carlyle in New York and Hôtel de Crillon in Paris. Led by a team of seasoned industry veterans Rosewood's acclaimed attention to detail, proactive approach to environmental sustainability and dedication to relationship hospitality has earned the group numerous awards and accolades. Each property delivers a one-of-a-kind ambience and style, in which location, culture, history and geography are part of the fabric of the hotel, reflecting the company's "Sense of Place" philosophy.

The fabulous One&Only brand was created in 2002 exclusively for the luxury resort market by Solomon Kerzner - a South African accountant and business magnate - and now features some of the highest-rated resorts in the most idyllic spots in the world, such as the Maldives, Mexico, and Cape Town. The award-winning collection continues to evolve with the launch of One&Only Nature Resorts, such as One&Only Nyungwe House and One&Only Gorilla's Nest in Rwanda, building on the success of Emirates One&Only Wolgan Valley in Australia. Each resort in the One&Only collection not only offers unique design and ambiance which embraces the local surroundings, but also an unparalleled commitment to the finest experience on every possible level. Luxurious accommodation is complemented by impeccable service, exclusive wellness sanctuaries, lively entertainment and a host of activities, as well as exquisite culinary adventures from some of the world's most accomplished chefs.

Four Seasons is probably the best known luxury hotel brand in the world, with more than 100 properties in five continents and dozens of hotel projects in development. The Canadian-based company has, for nearly 50 years, transformed the hospitality industry in a tale of continual innovation, remarkable expansion and a single-minded dedication to the highest of standards. Four Seasons was founded in 1960 by the young architect Isadore Sharp, but the real breakthrough of the brand came in the seventies with the opening of the Four Seasons London, which set the tone for the future direction of the company and pioneered many of the signature Four Seasons services now delivered worldwide. Although the company went public in 1986, the Sharp family - along with a group of like-minded investors such as Bill Gates and Prince Al-Waleed bin Talal - took the company private again in 2007 to protect the integrity of the brand well into the future.

Meticulously designed to frame their natural settings, Aman hotels are renowned for breathtaking locations, locally inspired architecture, and ultimate privacy. Each welcomes guests as if to the home of a close friend, instilling a sense of peace and belonging amid some of the most diverse natural and historical landscapes. It is an approach that has changed little since 1988 when the first retreat was built on Phuket's west coast. It was named Amanpuri, meaning 'place of peace', and Aman was born. Today, embracing 31 ultra-luxe hotels in 20 countries, Aman is known as one the best ultra-luxe hotel brands in the world continues to seek out transformative experiences and awe-inspiring locations around the world. Among Aman's habitués is a group of passionate repeat customers - self-proclaimed 'Aman junkies' (count me in) - who rave about the service and design aesthetic and whose travel plans are determined by Aman locations.

In 1995, Sonu Shivdasani, an Indian-British hotelier, launched the now world-famous Soneva Fushi resort on the deserted Maldivian island of Kunfunadhoo, pioneering a trend for back-to-nature luxury holidays. He also built his house there, together with his wife Eva Malmstrom, a Swedish fashion model, who developed the design and furnishing of the unique resort. They had no idea that their intensely personal vision of a locally crafted villa and environmentally responsible lifestyle would form the basis of a successful collection of world-class hotels, resorts and spas. But that's exactly what happened. In 2009, the Soneva Hotel group built a second, even more spectacular hotel, Soneva Kiri, on the unspoilt Thai island of Koh. And in 2016, Soneva opened the most spectacular hotel in the Maldives, if not the world, Soneva Jani. Founded on shared passions and masters of innovation, Soneva is a thriving community working hand in hand with the environment to craft beautiful, beyond bespoke experiences where discovery is a way of life.

Contact me to get a complimentary VIP benefits at any Soneva resort.

Take Our Poll
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Top 10 best luxury hotel brands in the world

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Monday newsletters always feature top 10 travel lists to inspire. Today: Top 10 most exclusive hotel brands in the world. The past two decades, luxurious five-star (and even six and seven star) hotels and resorts are popping up like mushrooms in all corners of the world.

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LTI - Luxury Travel Intelligence - recently released its latest ranking of the world's best luxury hotel brands.

LTI's extensive algorithm is based on 123 criteria. The company analyzed luxury hotel brands with 10 or more properties worldwide to find the 12 best.

The top spots included well-known names like Six Senses, Belmond, and Mandarin Oriental.

Visit Business Insider's homepage for more stories.

While luxury travel destinations that look flawless on your Instagram feed can be underwhelming ( or downright disappointing), some companies do successfully give wealthy travelers the high-end experience they're hoping for when they book a trip.

To that end, LTI - Luxury Travel Intelligence (a members-only digital resource for all things luxury travel) recently released its annual ranking of the top luxury hotel brands in the world. Turns out, the consensus on which chains are the best of the best has shifted drastically since the company's last list was released.

LTI's ranking (which focused only on brands with 10 or more properties) is based on 123 "touch points" relating to overall brand performance. The assessment process took place over the course of 12 months.

"It's all about a brand's ability to deliver: its passion, commitment, ethos and values, as well as the quality of its management and staff," LTI said in a release, adding that "continuing investment" in new and existing properties is another important factor.

LTI said that it decided not to adjust its typical ranking algorithm as a result of COVID-19, since "each brand's response is still unfolding."

Here are the world's best luxury hotel brands, ranked in ascending order.

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The 12 best luxury hotel chains in the world

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LTI - Luxury Travel Intelligence - recently released its latest ranking of the world's best luxury hotel brands. LTI's extensive algorithm is based on 123 criteria. The company analyzed luxury hotel brands with 10 or more properties worldwide to find the 12 best. The top spots included well-known names like Six Senses, Belmond, and Mandarin Oriental.

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Top 20 World’s Luxury Hotel Brands - luxuryhotel.com

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A first-class, renowned hotel can make all the difference between a good trip and a great one. If you agree with this statement and are looking for an

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Sales revenue of selected leading hotel companies worldwide in 2020

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Sales revenue of selected leading hotel companies worldwide in 2020

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Marriott International generated approximately 10.6 billion U.S. dollars in sales revenue. This was more than double the sales revenue of any other hotel company in the ranking.

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In 2020, hotel chain Marriott International generated approximately 10.6 billion U.S. dollars in sales revenue. This was more than double the sales revenue of any other hotel company in the ranking.

What are leading hotel companies worldwide?

With the highest sales and second-highest brand value of any hotel company worldwide Marriot International has claimed its place as one of the leading hotel chains worldwide. In 2020, its brand value stood at over six billion U.S. dollars - yet the company intends to further fuel its growth with the acquisition of Elegant Hotels Group, which owns and operates luxury hotel properties in Barbados. Meanwhile, competitor Hilton Hotels & Resorts accounted for the highest brand value of any hotel chain at 10.83 billion U.S. dollars in 2020.

Where has the highest global ADR?

Average daily rates (ADRs) of hotels differ considerably depending on the region. In Europe, the ADR was approximately 130 U.S. dollars in 2019. Comparatively, hotels in the Asia Pacific region had an average daily rate of approximately 99 U.S. dollars at this time. ADRs are not the same all year round. For instance, hotel prices in the Middle East and Africa are typically highest in winter. While, European hotel rates tend to be at their highest during the summer months and at their lowest during winter.

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Largest hotel companies worldwide: sales revenue 2020 | Statista

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In 2020, hotel chain Marriott International generated approximately 10.6 billion U.S. dollars in sales revenue. This was more than double the sales revenue of any other hotel company in the ranking. With the highest sales and second-highest brand value of any hotel company worldwide Marriot International has claimed its place as one of the leading hotel chains worldwide.

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Just what would Zara say? Mike Tindall chats and laughs with women by a swimming pool in Barcelona - with his wife and baby nowhere to be seen

Mike Tindall, husband to the Queen's granddaughter Zara Phillips, was spotted laughing and joking with two attractive women on Friday.

The ex-England rugby player chatted to his new friends whilst lounging by the swimming pool at Barcelona's upmarket W Hotel.

It is not known if Zara is on holiday with her husband.

He is currently on holiday with around 12 friends, according to reports in the Sunday Mirror, who printed the images today.

Zara and Mike got engaged in 2010 and wed the following year in July , at a a private wedding for friends at the Canongate Kirk on Edinburgh's Royal Mile .

Zara gave birth to the couple's first child - daughter Mia - four months ago.

It's not known whether she accompanied her husband on the sunny holiday.

A fellow guest at the hotel told the Sunday Mirror: 'Mike and his friends attracted plenty of attention from the ladies.

'It looked like they were on an end-of-season rugby tour.'

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Just what would Zara say? Mike Tindall seen laughing with women

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Mike Tindall, husband to the Queen's granddaughter Zara Phillips, was spotted laughing and joking with two attractive women on Friday. The ex-England rugby player chatted to his new friends whilst lounging by the swimming pool at Barcelona's upmarket W Hotel. It is not known if Zara is on holiday with her husband.

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One Direction star Harry Styles gets his top off and relaxes in the Barcelona sunshine

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THE One Direction heart-throb has been in Barcelona over the last few days enjoying the sunshine. He was snapped topless on a balcony at the trendy W Hotel in the Spanish capital. The 19-year-old look relaxed as he chatted to friends and members of his entourage in the sunshine while showing off his toned tattooed body.

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Lucy Watson in Bikini Top - in the pool of Hotel W Barcelona 05/25/2018 • CelebMafia

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Lucy Watson in Bikini Top - in the pool of Hotel W Barcelona 05/25/2018, Lucy Watson Style, Outfits, Clothes and Latest Photos.

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50 million ‘throwaway outfits’ will be bought this summer

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50 million ‘throwaway outfits’ will be bought this summer

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More than half (51%) of those surveyed also admitted that buying new clothes for a festival, wedding or holiday added to the excitement of the build-up.

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Britons will spend £2.7 billion this summer on more than 50 million summer outfits that will only be worn once, thanks to holidays, weddings and festivals.

According to a new study by Censuswide for charity Barnardo's, consumers will spend more than £700m on new holiday wardrobes, purchasing 11 million items for their getaway that will never be worn again.

Wedding guests spend on average £79.76 on a new outfit for the day, buying nearly 10 million pieces that will only be worn once.

Pressure to be seen in something new - or to have a fresh outfit to post on Instagram - means that many don't think twice about splashing out on a brand new outfit. A quarter of those questioned for the study said they would be embarrassed to wear an outfit to a special occasion such as a wedding more than once, rising to 37% of young people aged 16-24, reports The Guardian.

More than half (51%) of those surveyed also admitted that buying new clothes for a festival, wedding or holiday added to the excitement of the build-up.

Fast or throwaway fashion has a huge environmental impact on the planet, making fashion the second most polluting industry in the world.

Shoppers are being urged to consider second-hand clothing, rather than splashing out on new outfits that will be worn on one occasion.

Javed Khan, Barnardo's chief executive, told the : "Choosing to wear 'pre-loved' clothes for a special occasion means you don't have to worry about bumping into someone wearing the same outfit."

"It is also kinder to the environment and your wallet, getting more wear out of clothes which might otherwise only be worn once and end up in landfill."

While cheap offerings like the much-talked-about £1 Missguided bikini might be appealing for consumers on a budget, it has an undeniably detrimental effect on the planet. However, more brands and retailers are now launching sustainable initiatives in an attempt to combat this.

Luxury retailer Net-a-Porter recently launched Net Sustain, an edit highlighting brands which meet certain criteria regarding sustainability.

Each item must meet at least one of five key attributes, ranging from considered materials and processes to reducing waste in their supply chain. Shop highlights from Net Sustain below:
We earn a commission for products purchased through some links in this article

This content is created and maintained by a third party, and imported onto this page to help users provide their email addresses. You may be able to find more information about this and similar content at piano.io

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50 million 'throwaway outfits' will be bought this summer

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Britons will spend £2.7 billion this summer on more than 50 million summer outfits that will only be worn once, thanks to holidays, weddings and festivals. According to a new study by Censuswide for charity Barnardo's, consumers will spend more than £700m on new holiday wardrobes, purchasing 11 million items for their getaway that will never be worn again.

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Fast fashion: Britons to buy 50m 'throwaway outfits' this summer

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Fast fashion: Britons to buy 50m 'throwaway outfits' this summer

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Britons will spend £2.7bn this summer on more than 50m summer outfits that will be worn only once, a poll reveals.

By far the biggest extravagance is new clothing for holidays, where consumers splash out more than £700m on 11m items bought for the trip which will never be worn again, according to research carried out by Censuswide for the charity Barnardo’s.

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Britons will spend £2.7bn this summer on more than 50m summer outfits that will be worn only once, a poll reveals.

By far the biggest extravagance is new clothing for holidays, where consumers splash out more than £700m on 11m items bought for the trip which will never be worn again, according to research carried out by Censuswide for the charity Barnardo's.

Wedding guests spend an average of £79.76 on a new outfit - nearly 10m of which are expected to only be worn only once.

The children's charity warns this is another example of the huge environmental and financial impact of fast or throwaway fashion, amid growing concerns that the industry is wasting valuable resources and contributing to the climate crisis. It is urging shoppers to consider second-hand clothing rather than only buying new outfits.

Javed Khan, Barnardo's chief executive, said: "Choosing to buy 'pre-loved' clothes for a special occasion means you don't have to worry about bumping into someone wearing the same outfit.

"It is also kinder to the environment and your wallet, getting more wear out of clothes which might otherwise only be worn once and end up in landfill."

Despite troubles on the UK high street, the fashion sector has continued to grow and the globalised supply chain has triggered a proliferation of cheap clothing, with a quick turnover that encourages consumers to keep buying. The cut-price online retailer Missguided came under fire recently for launching a £1 bikini.

A quarter of those questioned for the poll said they would be embarrassed to wear an outfit to a special occasion such as a wedding more than once, rising to 37% of young people aged 16-24 but just 12% of those over 55.

More than half (51%) of those surveyed said buying new clothes for a festival or holiday added to the excitement of the build-up.

Following its year-long investigation into fast or throwaway fashion, the cross-party environmental audit committee recently called for a penny tax on every garment sold to fund recycling initiatives, plus a ban on incinerating unwanted clothes - demands rejected by the government.

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Fast fashion: Britons to buy 50m 'throwaway outfits' this summer

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Britons will spend £2.7bn this summer on more than 50m summer outfits that will be worn only once, a poll reveals. By far the biggest extravagance is new clothing for holidays, where consumers splash out more than £700m on 11m items bought for the trip which will never be worn again, according to research carried out by Censuswide for the charity Barnardo's.

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Since 2015, sales revenue of Farfetch has grown at an exponential level, going from a humble 142.3 million to just over 2.32 billion U.S.

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Consumers should buy if they will wear it 30 times

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Consumers should buy if they will wear it 30 times

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We haven't just been doomscrolling, homeschooling and working through our screens these past 12 months. We have also been shopping.

Online shopping has rocketed: UK sales were up 61.4% in December compared with the same time last year, according to the Office for National Statistics. Last month, when Asos and Boohoo bought high street stalwarts Debenhams and Topshop, and turned them into online-only brands, this pandemic-driven trend took on an air of permanence.

If the shift towards online shopping remains, it will have a profound effect on the way we live. It may close the chapter on shopping as a leisure pursuit, a major part of female history since the turn of the century, when trips to department stores gave women rare freedom from the house. It could also impact the way we dress. Retailers design differently for online, pushing styles that are more likely to fit a range of bodies, and less likely to be returned, majoring on elasticated waistbands and roomy frocks (the Zara spotty dress of summer 2019 was the ultimate e-shopping piece).

But the online shopping boom could also be terrible for the environment, from the rise of delivery trucks, to a mountain of returns. Here's how to avoid contributing to that, finding clothes you love even when you can't feel the fabric against your skin.

Get a tape measure

Working out whether a 2D picture on a screen will fit your 3D body is one of the biggest challenges. Shopping with brands you know, and love, can help, but isn't foolproof.

A lot of big retailers give extensive size information. A typical listing for an M&S top, for example, includes a guide to seven categories of fit, with diagrams demonstrating how each is designed to hang, as well as advice on how to measure your body. Reviews can be useful, too, with listings on sites such as Hush featuring hundreds of customer views on whether an item runs big or small, and whether they had to return it.

Other big brands increasingly feature data-driven tools that ask customers for their height, weight, age and bra size, and then recommend a size based on data from previous customers' purchases. The days when avatars will be trying on clothes for us don't feel far off, with Browns Fashion already using augmented reality to allow customers to virtually "try on" trainers and watches, and Amazon developing virtual fitting rooms.

Small brands may not compete on tech, but some make sizing conversations part of a reassuringly human service. Yvonne Telford, founder of Kemi Telford, which specialises in highly pattered dresses and skirts, makes a point of asking clients to take their measurements before they order and giving customers personal guidance. Lots of small, online-only brands offer tailored pieces, too: at By Megan Crosby, prices run from £50 to £250.

Many eBay and Depop sellers give granular details about an item's measurements including, for example, waist, thigh, inside leg, ankle and rise for a pair of trousers. This can be very useful if you take a garment that fits you brilliantly from your wardrobe, lie it flat and compare it.

Even when you're confident you have the closest possible size, you do not truly know how the item will sit on your body. A lot of brands detail the height of the model, allowing you to do a sort of conversion. "When I'm looking at a dress on a model," says my colleague Jess Cartner-Morley, "I think about the hemline completely differently - a knee-length hemline could be a midi."

Sometimes regular sizes will never be right; then, alterations are your friend. Model Lauren Nicole Coppin Campbell regularly gives her garments tweakments at her local launderette. "Sometimes brands assume that plus-size women are very tall, and I'm not, so I have to get a lot taken up, or nipped in at the waist. It can be annoying, but I'd rather have pieces that I love and can continue to wear," she says. She also gives kudos to Kai Collective and the Never Fully Dressed Instagram feed, which show the same items on different body shapes.

Edit

Set your parameters tightly. "I do everything I can to avoid scrolling through pages of clothes. Taste fatigue sets in quickly," says Cartner-Morley. "I edit it down to brands I like, bring the maximum price right down, set my size, do everything I can to narrow it down."

"Stuff overload" can feel even more overwhelming when buying secondhand, with sites such as eBay, Depop and Vestiaire Collective offering an incredible array. (Also, many private sellers on these sites don't accept returns.)

Thrifter extraordinaire Bay Garnett, who has dressed Kate Moss in vintage for Vogue, recommends specificity. She will spot a designer look she loves and recreate it; she recently had a catwalk-inspired urge for "a men's shirt, preppy book editor 1970s - " look and bought two on Oxfam - one by Yves Saint Laurent, one by Pierre Cardin - for under £20.

Minimise returns

Much of my youth was misspent in the changing rooms of Big Topshop (RIP) trying on different garments, and identities, but not necessarily buying any of them. Until a few years ago, I applied something of that approach when online shopping, too, deciding what I would keep only after I had seen the items on my own body. I didn't realise I was complicit in a huge problem.

With online shopping, says Dilys Williams, director of the Centre for Sustainable Fashion, "we're pressing a button to send someone to go around a warehouse, find several garments, wrap each of them separately, send them out. Then, if we're sending most of them back, that means an extra van or bike." Worryingly, a lot of returned garments will not be resold. Many retailers do not have the technology to handle large volumes of returned goods, and a good deal of returns arrive damaged, or after the item has come off sale. A 2019 US report suggested that around 25% of returns are thrown away by retailers, and much of the further 75% is rerouted at a loss, either to consignment sites, or shipped abroad.

One tantalising vision for the future is offered by Harper Concierge, which will deliver a selection of pieces and sizes, for customers to try in their house, while a courier waits (the service is only in London for now, and used by a handful of small, largely high-end brands, including Me+Em, Shrimps and Amanda Wakeley). Otherwise, opting for companies that use less damaging delivery methods (electric vehicles, bikes) or walking to your nearest click and collect may be greener. But buying fewer items, carefully, is an obvious way out.

Williams describes the worst of online shopping as "a manifestation of what it looks like when new technology is applied in a way that doesn't count the value of things. We are sucked in by the amazing images online, by a transaction that seems low-risk, cheap, just a click. But are we getting clothes we really love? Or buying things we have to return, or let languish in our wardrobes?"

The answer, of course, is to be as considered as possible about any purchase. Writer and former fashion editor Carolyn Asome maintains a "ruthlessly edited wardrobe and a mental checklist of what is missing, what could be updated, what needs to be repaired". Buy clothes only if it fills a gap in your long-term list; also, give yourself a self-imposed cooling-off period and see if you still want it.

Georgina Wilson-Powell, founder and editor of Pebble magazine and author of Is It Really Green? recommends adhering to the 30 wears rule: "To work off the clothes' carbon emissions created during production, you need to wear it 30 times. If you don't think you'll get that out of it, don't buy it," she says.

Work out what suits you

There is an advantage to shopping from home. It is here that the secrets of your personal style will reveal themselves, in the garments you wear on repeat and feel great in.

"Look at your favourite clothes," says the Guardian and Observer's menswear editor, Helen Seamons. "Where is the waistline, what's the neckline like? Chances are they are all similar, so that's what 'suits' you. Same with fabrics. If everything you love is jersey, then maybe silk isn't going to work."

Stylist magazine's fashion features editor Billie Bhatia knows what works for her. "Fabrics such as jersey, satin and silks cut on the bias, and knits can have more natural give than, say, a linen or a denim. It's also worth zooming in on waistbands to see what the closure is - side zip, poppers, elasticated - as this can impact sizing, too."

Support small ethical brands you might not have access to IRL

Accessibility is one of the upsides to online shopping. Smaller brands are usually happy to talk to customers over email, too. "They love helping customers find something they're going to love: you're not just a sale," says Wilson-Powell. Many also offer lifetime guarantees, repairs, and upcycling services. Mud jeans are one of her favourites: "You can even lease them, paying monthly and get a new pair each year, while your old pair is recycled."

The Good On You website has ideas for ethical brands to try and looks at well-known brands' ethical credentials. Ethical Superstore, Gather & See and Wearth London have curated selections of brands to choose from. Trouva aggregates products from the kind of stylish local boutiques you might want to support during the pandemic.

There's a real community of small fashion businesses on Instagram, says Holly Watkins, founder of super-chic secondhand emporium One Scoop Store. "It levels the playing field for what's available to you," she says. Watkins, who has 24,900 followers, has connected with Virtual Vintage Market and a South London Makers' market on the app during the pandemic.

Vintage and handmade items are also Etsy's USP, although plenty of mass-produced items pop up in listings. To check that the piece you've found is handmade, and unique, try looking through a range of Etsy listings, and searching on Google Shopping for the same key words. Look out for sellers with negative reviews, or gigantic inventories, which should ring alarm bells.

Know your fabrics

While not being able to feel the weight or see the drape of a garment is a disadvantage, most websites do give full details of fabric composition. Designer and Great British Sewing Bee judge Patrick Grant advises aiming for 100% natural fibres, notably cotton and merino wool, wherever possible. Though there are exceptions (sportswear and some outerwear, for example), for the most part, he says, "synthetics are only used to lower the cost of making a product".

At Grant's ethical label, Community Clothing, "we try to tell you as much as possible not just about the type of fabric but the weight - for example, a pure cotton loopback jersey weighs 400g." That might be twice as much cotton as a fast-fashion equivalent, and should last a lot longer. There should be specifics listed for fabrics that claim to be sustainable, such as the GOTS standardfor organic cotton.

Zoom in on the photographs, to try to get a better idea of fabric quality, says Seamons. She recommends looking at a few different listings of the same item. "I will look on all the websites that sell it, as they often light things differently."

The online shopping process has been designed to be so seamless that you can fill up a basket without even noticing. In fact, the opposite should be true: when you can't do a twirl in the fitting room, you need to do your homework. After all, who wants to send drivers out needlessly or spend a day in a post office queue?

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'Will you wear it 30 times? If not, don't buy': the experts' guide to online shopping

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We haven't just been doomscrolling, homeschooling and working through our screens these past 12 months. We have also been shopping. Online shopping has rocketed: UK sales were up 61.4% in December compared with the same time last year, according to the Office for National Statistics.

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women wear only 55% of the clothes that they own

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Britons have £10bn worth of unworn clothes in wardrobes says survey

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Britons have a big problem with clothing they’ve bought but will never wear. That’s according to a survey that shows women have 588 million unworn items sat in drawers and wardrobes while men have 223 million.

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The end of ownership for fashion products?

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The end of ownership for fashion products?

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consumers today buy 60 percent more items of clothing than they did 15 years ago. But consumers keep that clothing for only half as long as they used to

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The life span of fashion products is being stretched as preowned, refurbished, repaired, and rental business models continue to evolve. Across many categories consumers have demonstrated an appetite to shift away from traditional ownership to newer ways in which to access products.

In fashion, the shift to new ownership models is driven by growing consumer desire for variety, sustainability, and affordability, and sources suggest that the resale market, for instance, could be bigger than fast fashion within ten years. In recognition of this consumer shift, start-ups will not be the only players making their mark in these segments-established fashion brands will also accelerate the pace with which they embrace new ownership models to further their relevance to consumers.

In more and more categories, consumers are choosing to rent rather than own goods outright. Think of Spotify supplanting compact-disc sales and downloads, Netflix replacing video stores, and Zipcar standing in for car ownership among many young urbanites. This is a fundamental evolution in consumer behavior, and we expect it will have an impact in the fashion business in the years ahead-as we outline in our latest State of Fashion report, written in partnership with the Business of Fashion (BoF).

This trend is partly driven by the young generation's hunger for newness, while embracing sustainability. Research shows that average consumers today buy 60 percent more items of clothing than they did 15 years ago. But consumers keep that clothing for only half as long as they used to. For example, a survey done in Britain found that one in three young women consider clothes "old" after wearing them once or twice. One in seven consider it a fashion faux pas to be photographed in an outfit twice. Simply put, young people today crave newness, and these cohorts are much more likely to embrace churn in their wardrobes. At the same time, younger generations are more interested in sustainable clothing than older consumers. Rental, resale, and refurbishment models lengthen the product life cycle while offering the newness consumers desire.

Meanwhile, luxury brands are raising prices, significantly. Prices of fine watches and jewelry have nearly doubled since 2005. Tracking global prices of Louis Vuitton's Speedy 30 handbag suggests an increase of approximately 19 percent per year since 2016. So, even consumers with six-figure incomes are looking to discounts and alternative models of acquisition for relief.

These demands are catalyzing the successes of rental and preowned models. We expect that the ability of these players to satisfy a heightened desire for newness and an increased unattainability will bring them into the spotlight in 2019. That's reflected in survey data from our State of Fashion research (exhibit).

Luxury consumers can circumvent the price increases of the Speedy 30 bag, for example, through The RealReal, which was founded in 2011 and, as of May 2018, enjoys a $450 million valuation. It sells luxury brands, in gently used form, via a consignment model. The RealReal's hook: top fashion brands, up to 90 percent off. It recently raised $115 million in a Series G funding round and plans to expand its brick-and-mortar presence in the United States.

China's YCloset takes a different approach, using a subscription rental model to grant customers access to an array of clothing and accessories free of additional charges. Customers that like a particular piece have the option to buy it outright.

Although established brands have traditionally turned a blind or scorning eye toward secondhand retail, they are now wading into the preowned and rental markets. For example, Stella McCartney launched a partnership with The RealReal in 2017, offering a $100 credit to consumers consigning her products on the platform. This can create a circular flow that encourages footfall in Stella McCartney stores, while building confidence in the quality and longevity of Stella McCartney products. Additionally, because of the circular nature of this partnership, it bolsters the corporate and social responsibility of the fashion brand.

Other luxury players, such as Richemont, have purchased resale or rental businesses outright, to take control of how their products and brands are marketed on the secondary market.

Some players have ventured into refurbishment, taking advantage of its sustainability benefits. Eileen Fisher, through its program "Renew," takes back gently worn products and either refurbishes them or uses the materials to create new products all together. Patagonia pioneered an in-house repair and resale model by buying back their own products and selling those used items at a discount price. On its website, Patagonia asserts, "The single best thing we can do for the planet is keep our gear in use longer and cut down on consumption."

The company Express is betting on the rental market, launching "Express Style Trial," which allows consumers to rent up to three items at any given time for a monthly fee. In an interview with CNBC, Express's chief customer-experience officer, Jim Hilt, states, "The consumer who is more interested in access versus ownership is happening across many industries. We looked at this evolution and asked, 'How do we participate?'" In New York, French label Ba&sh is offering free rentals over a weekend period as part of its North America expansion strategy.

Turning to the months ahead, we expect 2019 will be known for three developments in particular. First, the number of brands getting into the rental, resale, and refurbishment business will increase markedly; established players will progressively regard alternative ownership as a force they need to embrace, or at least test, through new collaboration models with retailers or start-ups in the sector. This will require careful business-model considerations and a clear choice between partnerships, in-house development, or M&A. Second, we predict a notable increase in the number of "rental native" brands born exclusively for rental or subscription models. We would also not be surprised to see a unicorn in this space soon. Finally, more consumers will see a growing proportion of their wardrobes made up of preowned or rented products, especially for high-value items and accessories. While traditional players need not yet be alarmed, it will be essential to fully understand the emerging signals of what consumers prefer to own versus rent.
For more on all ten trends that will define the fashion agenda in 2019, see The State of Fashion 2019: A year of awakening.

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The end of ownership for fashion products?

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Fashion business models capitalizing on preowned, refurbished, or rented products have hit the industry. Brands and retailers need to pay attention as these models continue to evolve.

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Called Style Trial, the pop-up service in Shepherd's Bush, west London, enables fashion lovers to hire designer garments and accessories for a week.

A total of 100 items are on offer, including a Christopher Kane dress worth £2,800 for £140 a week and a £160 Alice Temperley dress for £40.

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Latest High Street LEND! Fashion firm targets 'Generation Rent' with pay-as-you-wear clothes deal - but would YOU stump up £200-a-month for limitless outfits?

Called Style Trial, the pop-up service at Westfield shopping centre enables fashion lovers to hire designer garments and accessories for a week

A total of 100 items are on offer, including a Christopher Kane dress worth £2,800 for £140 a week and a Mulberry handbag for £60 over seven days

A report revealed one in five were interested in renting from their favourite store

Westfield shopping centre has launched a pay-as-you-wear outfit rental service - in a bid to target millennial shoppers.

Called Style Trial, the pop-up service in Shepherd's Bush, west London, enables fashion lovers to hire designer garments and accessories for a week.

A total of 100 items are on offer, including a Christopher Kane dress worth £2,800 for £140 a week and a £160 Alice Temperley dress for £40.

A coveted £750 Mulberry handbag will set you back £60 over seven days.

All items have been loaned for free by fashion labels, with all proceeds going to charity.

'During a season with so many social occasions, the new rental collection offers an effortless, cost-effective way to keep up to speed with the latest trends or show off a one off designer item which would normally be out of reach,' The Times reported the shopping centre as saying.

The trial follows a Westfield report which revealed that one in five people were interested in renting from their favourite store - a figure which rises to one in three in London.

Millennials were most interested in the idea - with nearly half (46 per cent) of 25-34-year-olds interested in renting.

Exercise equipment topped the list of what people wanted to rent at 19 per cent, followed by cars at 16 per cent, consumer electronics at 15 per cent and clothing at 10 per cent.

It also revealed that a fifth of UK shoppers would be willing to shell out £200 or more a month on unlimited clothing rent subscriptions.

Titled 'How We Shop Now: What's Next?', the report estimated that the rental retail economy has the potential to be worth up to £923 million.

'Consumers are already accustomed to the "sharing economy", tapping into Uber for transport, and Airbnb for accommodation,' the report said.

'People are increasingly interested in retailers adopting this trend.'

Responding to Westfield's survey, Helen Dickinson, chief executive of the British Retail Consortium told The Times: 'This report is further evidence that how we shop in the UK is fundamentally changing.

'Retailers are adapting their businesses and enhancing the experience in store to meet continuously evolving consumer demands.'

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Fashion firm targets millennials with pay-as-you-wear clothes deal

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Called Style Trial, the pop-up service at Westfield shopping centre enables fashion lovers to hire designer garments and accessories for a week A total of 100 items are on offer, including a Christopher Kane dress worth £2,800 for £140 a week and a Mulberry handbag for £60 over seven days A report revealed one in five were interested in renting from their favourite store Westfield shopping centre has launched a pay-as-you-wear outfit rental service - in a bid to target millennial shoppers.

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Westfield tested out a pop-up rental service to see whether people would really want to rent their wardrobes. Customers were able to borrow designer pieces for a fraction of their retail price, including a Preen dress (as favoured by the Duchess of Cambridge), a 1979 vintage ballgown from Yves Saint Laurent and a pair of rare handmade Dior velvet heels.

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Carrie Bradshaw famously once said, "I like my money where I can see it - hanging in my closet."

She was clearly a woman of her word, with one of the most impressive fictional wardrobes in history. But, if we all followed her example, the environment would be in a mortally sorry state.

If, like me, you aren't a fictional character who works from your laptop in a swanky New York apartment sipping on a Cosmopolitan, then you know that this is purely aspirational. Many of us buy from more affordable fast-fashion high street stores at a frequency any SATC star might claim to. We have never consumed so fast and furiously.

Sadly, we all know that disposable fashion is ruining the environment: 100 billion items of clothing are being produced annually and an incredible 50 per cent of fast fashion that's made will be disposed of within that year. The model encourages us to shop without really considering what we really need or will indeed even wear. An incredible £30 billion worth of unworn clothes hang in our wardrobes and £140 million worth of clothing goes to landfill each year, so it's no surprise that the fashion industry will use up to 25 percent of the world's carbon budget by 2050.

While it's true that some stores - including H&M and & Other Stories - are taking action by encouraging their customers to think twice before throwing away their unwanted clothes and swapping them for shopping vouchers, is it enough?

Enter rental shopping. The potential rental retail economy is worth around £923 million in the UK alone, according to research from Westfield. With sustainability becoming increasingly important and society becoming more sharable, rental shopping is becoming a likely solution.

Westfield tested out a pop-up rental service to see whether people would really want to rent their wardrobes. Customers were able to borrow designer pieces for a fraction of their retail price, including a Preen dress (as favoured by the Duchess of Cambridge), a 1979 vintage ballgown from Yves Saint Laurent and a pair of rare handmade Dior velvet heels.

The study showed that rental retail will be part of shopping in the future, with nearly half (46 per cent) saying they'd use rental shopping because of the choice, the ease of adapting to changing trends and, most importantly, because it provides a more sustainable approach to fashion. It's also becoming increasingly popular for event shopping - like, for example, a wedding - where a guest is likely to be photographed many times in one particular outfit.

Given the growth of the shared economy and "generation rent", Westfield predicts that the rental market will grow among retailers in the future - and they aren't the only ones that think so.

Shika Bodani, founder of rental fashion site , wanted to provide people with the latest styles but in a cost-effective way.

"We get a big demand for dresses and statement pieces, like a designer bag, because the price point of buying these things is so expensive," she told us.

Bodani believes that the rise in interest of rental shopping is related to the need for sustainability in fashion.

"It's a huge part of it, especially when it comes to waste," she said. "Fashion is so fast paced and it's always changing, so it's near impossible to keep up with everything with just a few key pieces. It's not economical at all."

The rental fashion model is already in full swing with fashion bloggers and influencers. If you see someone post their latest outfit, chances are that's the first and only time they'll be wearing it; they're probably on to the next thing before you can close the app. If we applied the same method to the way we shop, there's less chance of falling behind trends or being bored of your wardrobe while you wait until next payday. Significantly, it's also less wasteful.

"I think they [bloggers] are very impressionable and I do the exact same thing, I will spot something that they are wearing and I want to wear it." Bodani explained. "When you rent it out, you get it out of your system for just that one time. I think influencers have a lot to do with that."

Of course, things are improving as the fashion industry becomes more conscious of its impact on our environment. The Business of Fashion's latest State of Fashion report shows how the industry is more environmentally responsible and sustainable than last year.

Just think what Airbnb has done to the housing market and how Netflix has changed the way we watch and access entertainment. You can now simply borrow goods from Amazon on a rental basis.

It's clear that there's success in simplicity and fashion rental is just that- the idea of using what's already available and sharing that with others. This isn't about ownership, rather sharing your sartorial wealth for the benefit of not only yourself and others, but also the environment.

Think Spotify for fashion or a gym membership for your wardrobe. Rental shopping could not only keep you on trend, but also help the planet in the process.

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how to become more sustainable with fashion

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Could rental fashion help us become more sustainable?

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Carrie Bradshaw famously once said, "I like my money where I can see it - hanging in my closet." She was clearly a woman of her word, with one of the most impressive fictional wardrobes in history. But, if we all followed her example, the environment would be in a mortally sorry state.

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Clothes rental service By Rotation launches pop-up store in Westfield London

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Clothes rental service By Rotation launches pop-up store in Westfield London

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Renting your clothes rather than buying them outright has been building up momentum as a major trend - and we're all for it.

Not only could the movement save you some cash (far cheaper to rent a designer dress for a one-off occassion than buy it outright), but it's also an important step in tackling our throwaway culture and growing waste issue.

And everyone's been getting involved - just look at Carrie Symonds, who chose to rent a wedding dress and a gown for meeting the Trudeaus, and Holly Willoughby, who regularly rents outfits for TV appearances.

But it can be a touch daunting to take the plunge in the clothes-renting pool.

After all, when it comes to buying something snazzy, you can usually try it on in-store, or at home, before returning the item for a full-refund.

With renting, you do have to be a bit brave - and know that you'll send pieces back with speed if they aren't working for you.

So we're excited by this news, which should help us test the waters.

By Rotation, a fashion rental app, is hosting its first ever physical pop-up store, which will allow you try on anything you fancy before you commit to taking it booking it out.

It'll be in Westfield London from July 1 to 11, so you won't have much time to pay a visit.

But if you do clear some space in your schedule, it's worth noting that the store will also be hosting panel discussions, workshops, and sustainability masterclasses - so arrange your trying-on session around those.

The masterclasses on offer include flower crown sessions with My Lady Garden and tablescaping with Vaiselle Boutique, so those uninterested in clothes can get involved, too.

Plus, you'll be able to check out rentable furniture and homewares from Studio Arva.

Eshita Kabra-Davies, founder of By Rotation, said: 'I'm so excited to bring our By
Rotation community together at last in real life at Westfield London.

'We're building an extremely special network of lenders and renters on the app, and I know the pop up will extend this further, inviting a new audience into our space to see the fantastic opportunities rental fashion can provide, meeting like-minded people through our workshops at the same time!'

Sounds good to us, but don't worry if you're not feeling social - you're perfectly welcome to just pop in and stare at the pretty clothes.

See you there.
Do you have a story to share? Get in touch by emailing MetroLifestyleTeam@Metro.co.uk.
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Clothes rental service By Rotation launches pop-up store in Westfield London

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Renting your clothes rather than buying them outright has been building up momentum as a major trend - and we're all for it. Not only could the movement save you some cash (far cheaper to rent a designer dress for a one-off occassion than buy it outright), but it's also an important step in tackling our throwaway culture and growing waste issue.

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Westfield London to host rental app By Rotation’s first ever physical pop-up store

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Westfield London to host rental app By Rotation’s first ever physical pop-up store

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By Rotation will also be hosting panel discussions, workshops and sustainability masterclasses.

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Westfield London is partnering with the world's first fashion rental app, By Rotation, to host the brand's first ever physical pop-up store, running from 1-12 July.
By Rotation, founded by Eshita Kabra-Davies in 2019, allows users to lend and rent their wardrobes with ease. Kabra-Davies started the platform determined to transform the way fashion is consumed, enabling consumers to do good for their wardrobes, their wallets and the planet all at the same time.

The 3,300 sq ft store will showcase a full collection of garments and accessories available to rent in an apartment-style space, as well as rentable furniture and homewares from Studio Arva, celebrating the opportunities for the rental market across consumer's homes and lifestyles.

As well as showcasing top items from the app, By Rotation will also be hosting panel discussions, workshops and sustainability masterclasses.

Harita Shah, Marketing Director UK and Creative, Media, Events, & Brand - Europe, Unibail-Rodamco-Westfield, said: "We're delighted to host By Rotation's first physical pop-up at Westfield London this July. We helped pioneer the fashion rental trend with the first fashion rental store, Style Trial, in the UK back in 2017 followed by The Drop, in 2018 and A Very Rental Christmas in 2020.

"Our partnership with By Rotation builds on our legacy of the rental retail trend which will continue to grow, with 50% of high income shoppers wanting to rent product rather than buy. We love the concept of keeping your wardrobe fresh and style on point whilst being friendly to the planet so look forward to our shoppers browsing and renting the full By Rotation collection in real life this summer."

Eshita Kabra-Davies, Founder of By Rotation, added: "I'm so excited to bring our By Rotation community together at last in real life at Westfield London. We're building an extremely special network of lenders and renters on the app, and I know the pop up will extend this further, inviting a new audience into our space to see the fantastic opportunities rental fashion can provide, meeting like-minded people through our workshops at the same time!"
TheIndustry.fashion previously featured Eshita Kabra-Davies as a guest on the In Conversation podcast series.

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Westfield London to host rental app By Rotation's first ever physical pop-up store - TheIndustry.fashion

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Westfield London is partnering with the world's first fashion rental app, By Rotation, to host the brand's first ever physical pop-up store, running from 1-12 July. By Rotation, founded by Eshita Kabra-Davies in 2019, allows users to lend and rent their wardrobes with ease.

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Ocean Club, a Four Seasons Resort in the Bahamas
Beachgoer package =US$15,000 per couple)
Weekender =US$30,000 per couple Jetsetter= US$100,000 per couple

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Packing is a major pain-point of the travel experience - as is transporting heavy suitcases - but innovative luxury hotels have started offering guests wardrobes stocked with designer clothes when they arrive in their room. Samuel Ballard reports

Hospitality brands such as Four Seasons and W Hotels are beginning to experiment with bespoke wardrobe curation and partnerships with fashion rental brands so guests can travel light. It's just another example of how they are going the extra mile to win well-heeled guests, especially when coronavirus travel bans are lifted.

The move is part of a wider consumer trend whereby retail companies want customers to see them as holistic lifestyle brands. Examples include Gucci opening a restaurant in Los Angeles, and brands such as Bulgari, Armani and Versace, which have all opened their own hotels. ( Christian Louboutin has been planning to open a property in Portugal.)

The next logical step is providing guests with designer clothes - to rent, borrow or buy - so they don't need to pack their own.

Leading the way is the Ocean Club, a Four Seasons Resort in the Bahamas, which last year began giving guests the opportunity to leave their own clothes at home - and buy one of three curated wardrobes from the resort's boutique, Carlo Milano, which stocks brands such as Saint Laurent, Etro, Roberto Cavalli and La Perla.
There is a beachgoer package (US$15,000 per couple) for "laid-out beach looks"; the weekender (US$30,000 per couple) for collections from the Versace Bahamas Boutique and the resorts own collection; and the Jetsetter, a collection of evening wear and accessories - including a timepiece from the Hublot Bahamas Boutique or a bracelet and ring from Carlo Milano's own Into the Blue Collection. The Jetsetter is priced at US$100,000 per couple.
W Hotels took a different tactic at the end of 2019 and partnered with Run the Runway, a designer clothes hire company, to offer travellers the chance to wear the latest fashion while on the road as part of its "Closet Concierge" service.

The partnership launched in the US at the W properties in Aspen, South Beach, Washington and Hollywood. Those who book a room at one of its hotels can choose from four styles from Rent the Runway's "Unlimited Closet" from US$69.

The selection is tailored to each W hotel and incorporate "Rent the Runway's proprietary data on trending colors, designers, silhouettes and the climate of each location" (particularly useful for skiers). To return their rented clothes, guests need just drop them back off at the welcome desk.

"Travelling without luggage has always been my dream. We are thrilled to partner with W Hotels to bring the RTR Closet Concierge to life, so travelers can simply show up and have their dream closet waiting for them in their hotel room," said Jennifer Hyman, co-founder and CEO of Rent the Runway.

Anthony Ingham, global brand leader at W Hotels, said: "W is always looking for ways to give our guests new/next experiences that empower them to express themselves and upgrade their travel experience, and the RTR Closet Concierge does both.

"Collaborating with Rent the Runway - such a creative, conscious and trend-setting brand - allows us to reinvent the way our guests pack and dress as they travel. Skipping the packing process is a whole new level of luxury for our guests and is yet another surprising way continue to reinvent hospitality."

Meanwhile, luxury travel, lifestyle and fashion concierge company Voyager Club is taking a different approach yet again, by offering jet-setters a My Vacation Stylist service that provides guests with a stylish holiday wardrobe, delivered directly to the door, hotel, villa or chalet. All they have to do is decide which items they want to keep and the rest will be taken away.
Voyager Club also recently introduced a Sustainable Wardrobe - a curated vacation wardrobe of clothes and accessories exclusively from brands with a strong sustainable and ethical ethos. During lockdown, Voyager Club is offering a bespoke "Staycation Stylist" service to people at home, who will receive selections including cashmere, nightwear, active wear and scented candles, all personally curated and delivered without contact in a matter of hours.
What's coming next? Trend reports available to download HERE

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Why guests no longer need to pack clothes to stay at luxury hotels

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Packing is a major pain-point of the travel experience - as is transporting heavy suitcases - but innovative luxury hotels have started offering guests wardrobes stocked with designer clothes when they arrive in their room.

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Contiki has joined forces with Hirestreet to curate a new clothing collection that encourages travellers to rent their holiday wardrobe instead of buying new things.

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Restocking your holiday wardrobe can be a great feeling, whether it's that colourful dress you bought for those warm summer nights in Greece or a flannel shirt to keep you warm while you travel through Iceland. But fast fashion can be problematic for many reasons, and can take its toll on our wallets and on the environment. With that in mind, clothing rental has been on the rise in recent times, and now, holiday tour operator Contiki has partnered with Hirestreet to make borrowing the perfect outfit for one of their excursions easier than ever.

Specialising in tours for 18 to 35-year-olds, Contiki has joined forces with Hirestreet to curate a new clothing collection that encourages travellers to rent their holiday wardrobe instead of buying new things. Building on research for the travel brand's recent Clothes Swap campaign, which last year shed light on the fact that two-thirds of young British people surveyed admitted to buying new holiday clothing that was never worn again, the collaboration has been made in a response to an increased demand for more sustainable clothing options.

"Our customers love to travel and love to look great while on holiday. As we become more mindful of our environmental impact we've naturally seen a big rise in demand for holiday rentals, whereby customers can get great new holiday outfits without compromising on style or harming the environment. Every piece we offer has a story to tell and the money you save means more to spend making memories when you're away. We hope our collaboration with Contiki raises awareness that there's an alternative to disposable fashion," Isabella West, CEO & Co-Founder of Hirestreet said.

The new 'Winter Sun' collection includes women's dresses and jumpsuits, selected to suit trips to warm-weather destinations. Pieces are available to rent from £12, with special offers becoming available to customers who book through Contiki. The process sees users browsing the collection, where they can filter by size, style or occasion, before selecting a delivery date and rental period (four to 16 days, but extended periods can be requested). The pieces will then be delivered and can be posted back in pre-paid returns bag.

More information on Hirestreet is available at the official website.

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Rent your next holiday wardrobe and help fight fast fashion

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Restocking your holiday wardrobe can be a great feeling, whether it's that colourful dress you bought for those warm summer nights in Greece or a flannel shirt to keep you warm while you travel through Iceland. But fast fashion can be problematic for many reasons, and can take its toll on our wallets and on the environment.

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Six Senses Ibiza has introduced the Cinderella Room – a new rental retail experience that allows guests to borrow clothes, rather than buy new.

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The innovative Cinderella Room aims to extend the lifespan of each garment up to 15 times.

By Kim Ayling | September 14 2021

Six Senses Ibiza is the island's first BREEAM certified resort / ©Six Senses

For many of us, going on vacation has traditionally meant a pre-flight shopping trip. However, with the increasingly worrying environmental impact of fashion at the forefront of many guests' minds, Six Senses Ibiza has introduced the Cinderella Room - a new rental retail experience that allows guests to borrow clothes, rather than buy new.

Hosted in the resort's in-house boutique, Agora, the Cinderella Room is on a mission to break the mold of throwaway fashion - in which shoppers wear an outfit just once - by shedding some light on the benefits of the rental market. By renting rather than buying, the lifespan of each item can be extended by up to 15 times, dramatically reducing the number of clothes ending up in landfill.

The new retail concept has been imagined by Agora co-founders and former fashion editors Tiffanie Darke and Daniela Agnelli as a core component of the boutique's sustainability mission. Separated into the four pillars of 'Recycle', 'Restore', 'Reduce' and 'Rent', Agora is challenging all components of the fashion industry.

[See also: The Most Coveted Luxury Sustainable Fashion Labels]
'Recycle' is focused on championing both new material science and utilizing otherwise discarded offcuts; 'Restore' celebrates traditional crafts and artisans from around the globe; 'Reduce' encourages consumers to look inwardly at their shopping habits and reimagining items already within their wardrobes, and finally, 'Rent' promotes hiring outfits rather than buying new.

And, while the renting industry has come under scrutiny recently from a study by the scientific journal Environmental Research Letters which questioned the environmental impact of clothes rental, there is no escaping the fact that extending the lifespan of each garment is infinitely more responsible than buying a new outfit for every occasion.

"Fashion knows it cannot go on burning through the materials that are devastating our environment," say Agnelli and Darke, "but we firmly believe the answer is not in shaming those at fault, but rather championing those that are approaching sustainability with commitment and innovation. Ultimately our industry will be shaped by the customer; it is our job as storytellers to convince them that if isn't sustainable, then it really isn't chic."
[See also: A Guide to Ethical and Sustainable Design]
The Six Senses Ibiza Cinderella Room will officially launch on September 18 with an immersive evening of fashion, art and music. During the multisensory event, guests can choose their outfits for the evening from a selection of garments from the likes of The Attico, Temperley London and Halpern, provided by leading fashion rental company, My Wardrobe HQ. Once suitably attired, attendees are invited to grab a martini courtesy of Grey Goose and head to Six Senses Ibiza's ocean-front Live Cave terrace for a live music performance.

The Cinderella Room joins Six Senses Ibiza's host of other sustainable initiatives, including running its own organic farm, seasonal dining courtesy of chef Eyal Shani and home-grown botanicals in the spa. The resort itself was also built using renewable materials and makes smart use of the land's topography, which together helped it become the island's first BREEAM certified resort.
sixsenses.com

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Six Senses Ibiza Launches Rental Retail Experience

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For many of us, going on vacation has traditionally meant a pre-flight shopping trip. However, with the increasingly worrying environmental impact of fashion at the forefront of many guests' minds, Six Senses Ibiza has introduced the Cinderella Room - a new rental retail experience that allows guests to borrow clothes, rather than buy new.

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Your clients will now have the option to ship luggage and sporting equipment ahead to their destination with Luggage Free, and can eliminate the need to carry, check, and claim baggage at the airport. Luggage Free services 180 countries allowing guests to ship luggage to all locations in our portfolio. With a team fluent in international shipping policies, Luggage Free will also complete any required customs paperwork when traveling abroad.

Luggage Free offers a wide array of shippable items, including golf clubs, skis and snowboards, making travel to ski destinations such as Six Senses Residences Courchevel more convenient and hassle free.

Partnering with Luggage Free will allow our guests to begin their vacation before even arriving at their Six Senses destination," said Guy Heywood, Chief Operating Officer of Six Senses Hotels Resorts Spas. "And because our focus is largely on wellness and hospitality, Luggage Free is just another way our guests can streamline the journey to their destination."

Luggage Free offers no-contact pickups at the guests' preferred time of day from a residence, business, hotel, resort and more. The service also includes complimentary insurance, real-time tracking, and an on-time delivery guarantee.

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Your clients will now have the option to ship luggage and sporting equipment ahead to their destination with Luggage Free, and can eliminate the need to carry, check, and claim baggage at the airport. Luggage Free services 180 countries allowing guests to ship luggage to all locations in our portfolio.

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Well, if it's good enough for the Queen...

Fairmont Empress, Victoria, Canada

Named after the queen's great-great grandmother Queen Victoria, Fairmont Empress is a longstanding favourite among travelling royals. Then Princess Elizabeth first visited in 1951 with then Prince Phillip of Greece, just a year before she became queen. She has since visited so frequently that she even has her own royal china, bought exclusively for her use by the hotel.

The hotel's famous afternoon tea is served on replicas of the tea set gifted to the hotel by King George VI and his wife, Queen Elizabeth. Guests can book the Royal Suite which overlooks the Parliament Buildings and Inner Harbour. (She even has her own royal china, bought exclusively for her use by the hotel.)
See also: How the UK Is Celebrating the Queen's Platinum Jubilee This Weekend
Hotel Principe di Savoia, Milan, Italy

© 2022 Tatler Asia Limited. All rights reserved.

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Inside Queen Elizabeth II's Favourite Hotels Around the World

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Fairmont Empress, Victoria, Canada Named after the queen's great-great grandmother Queen Victoria, Fairmont Empress is a longstanding favourite among travelling royals. Then Princess Elizabeth first visited in 1951 with then Prince Phillip of Greece, just a year before she became queen.

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According to a report by Klarna Gen Z and millennials are more likely to buy luxury items. (Klarna 2022)

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factor in luxury brands' sustainability practices in their purchase decisions.

83%

have purchased a high-end product after discovering it on social.

4 out 5

would find it helpful to pay over time for luxury products.

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The State of Smoooth: Unpacking Luxury in 2022 | Klarna US

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factor in luxury brands' sustainability practices in their purchase decisions. 83% have purchased a high-end product after discovering it on social. 4 out 5 would find it helpful to pay over time for luxury products.

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Luxury needs to be appealing to younger generations now more than ever. “One point in luxury’s favor is young people are twice as likely to consider luxury products more sustainable. That’s especially true for Gen Z, who commonly have a buy lessbuy-better sustainability mindset, which combined with more available spending money and flexible ways to pay, is helping luxury rise quickly among young people.” (Klarna 2022)

Younger generations see buying luxury items more sustainable so by including renting in this they will view this as even more sustainable. “Over 3 in 5 luxury shoppers believe their high-end goods purchases are more sustainable (57%) and 1 in 2 (50%) feel their items save them money in the long run.” (Klarna 2022)

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Farfetch partnered with Wannaby so that consumers could use their app to virtually try-on Off-White Sneakers. This gave consumers the ability to try-on shoes from the comfort of their home.

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For some of us, online shopping has been somewhat of a coping mechanism during this pandemic. It's been a more convenient and safer option of late-everything from your favourite sportswear brand to those treat-yourself luxury fashion buys are a few simple clicks away. And all can be done without even leaving your bed.

But with buying fashion online, there's a risk of not liking something that's been shipped to you. Looking at an item on the screen is certainly not the same as trying it on to see if it's something that one could pull off. Returning them is always an option of course, but that also comes at the cost of going through unnecessary (and sometimes troublesome) procedures.

Farfetch is aiming to ease those concerns and make shopping using its iOS app a tad more intuitive. Partnering up with augmented reality (AR) technology company Wannaby, users are now able to try on sneakers at home, even before purchasing them. The 'Virtual Try-On' feature is currently only available on the Farfetch iOS app and has just been launched in conjunction with the e-commerce platform's designer sneaker edit.

While the edit consists of a diverse range of sneakers from fashion brands the likes of Gucci, Versace and Prada, the 'Virtual Try-On' feature is only available for the Off-White selections for now. Each dedicated page of an Off-White sneaker features a 'Virtual Try-On' button which fires up a camera function. All one needs to do is wait for the AR program to detect their feet and a three-dimensional rendering of the selected pair of sneaker will show up quite seamlessly as though they're being worn.

Can't decide between a low-top variation in red or white? Make that decision easier by checking how they look on you. It's a nifty function, especially if Off-White isn't a brand that you're already familiar with.

Farfetch's use of AR is by no means the first of its kind. Gucci was one of the first luxury companies to partner up with Wannaby, using the same approach for the house's Ace sneakers in 2019. The company has also teamed up with various other sneakers brands to incorporate the use of AR, as well as created its own app, Wanna Kicks.
The Farfetch 'Virtual Try-On' feature is only available using its official iOS app.

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Try on Off-White sneakers virtually with the Farfetch app

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For some of us, online shopping has been somewhat of a coping mechanism during this pandemic. It's been a more convenient and safer option of late-everything from your favourite sportswear brand to those treat-yourself luxury fashion buys are a few simple clicks away. And all can be done without even leaving your bed.

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‌Farfetch should use lenses to promote the service as this will raise a lot of awareness to a younger target audience. “More than 200 million Snapchat users experience augmented reality every day” (BoF Studio 2022)

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A suite of development tools powered by Snap Inc.'s Augmented Reality arm are seeking to foster more sophisticated and seamless integrations of its technologies. Today, Snap Inc. counts Prada, Farfetch and Gucci among its roster of fashion clients who are partnering with the company to utilise its AR capabilities.

Evolving from a camera company at its inception in 2011, Snap Inc. has maintained its focus on imagery and visual communication, through its photo messaging service Snapchat, while expanding into new technologies that enhance and innovate the format for brands and end consumers.

BoF's State of Fashion Report 2022, created in partnership with McKinsey & Co., states that 37 percent of fashion executives cite social commerce as one of the top three themes that will impact their business in 2022. For seamless integration - from virtual AR try-ons, to extended reality (XR) solutions to gamify the path to purchase - fostering deeper partnerships with social media platforms across their ecosystem can provide significant growth opportunity.

"Lenses" - social photo and video filters used every day by over 200 million Snapchat users - are supported by a community of over 250,000 creators, developers and partners who build millions of AR experiences for end consumers, using a roster of Snap applications.

Snap offers programmes and partnerships that help businesses to drive growth within the augmented reality space. It's Creator Marketplace provides opportunities for lens creators and developers, connecting them to brands and agencies searching for AR talent. Similarly, Ghost, Snap's AR Innovation Lab - which holds $4.5 million in special funding for research and development - offers access to Snap's creative and technical teams to help developers and small companies explore new AR use cases.

Now, BoF sits down with Snap Inc.'s vice president of product Peter Sellis to understand the evolving use cases of its AR solutions, the technology required to harness them effectively, and the commercial benefits of investing.
What insight can Snap Inc. share on how end-consumers are engaging with its AR technologies?
Snap platforms have supported AR since 2015. For the first couple of years, it was almost exclusively face-driven. It made sense, as that's exactly what consumers used Snapchat for, communicating with photos and videos. Indeed, a lot of AR early on was applied to still imagery rather than video.

Then, we saw an amazing transformation over the course of the last three years, with real acceleration in the last year. There are now so many more world-facing use cases for AR and almost three quarters of our daily users are experiencing it every day - which is more than 200 million people. That equates to one of the biggest countries in the world every day having an AR experience. That leaves it pretty open to brands and businesses to be successful.

One of big drivers here has been the migration of AR creation outside of just the platforms themselves. Lens Studio, our suite of tools, offers any creator enterprise-grade solutions to create top tier AR experiences. Now, brands are lending intellectual property to AR and partnering with creators to bring context to what they make, bringing consumers, creators, agencies and brands closer together. It's kick-started everybody's creativity and democratised that process.
What role will spatial technology play in harnessing the power of XR?
Spatial technology is critical to innovation. While this technology is still evolving, the latest version of Snapchat Spectacles really feels like they're at the start of something bigger, as opposed to the end of what we've been through so far.

We're at the beginning of spatial technology being incredibly powerful and impactful. We have the potential to map space in detail.

Smart glasses - wearable computer glasses that overlay information onto real world surroundings - may feel a little too heavy, or the field of vision, may be a little too narrow. All those things are technology problems, issues that tech companies have become great at solving. Previously, these kinds of products were so far from practical, it was hard for anyone to test them and see it as the future. It's not just in the glasses, but also in how we map the world around us.

Now, we're at the beginning of spatial technology being incredibly powerful and impactful. We have the potential to map space in detail. Not just walls and surfaces, but things like Big Ben or Notre-Dame. When you aim your camera at it, it attaches an experience to that surface in a way that is clearly more aware than just flat surface. That kind of experience is really a harbinger of what's to come.
How have the use cases for Snap's AR technologies evolved?
The most exciting use cases right now are around virtual try-ons. Things like apparel are still very challenging for so many different reasons, particularly in terms of the material texture and how it falls and drapes.

With AR sneakers, some of the original examples like Gucci and Dior, still had room to improve even further, but you could already see how impactful this technology could be in terms of try-ons. The internet in general has done a typically poor job of fit analytics and product recommendations. While it's getting there with different models, skin tones and more varied options, it's still been pretty stagnant over the last 20 years. For many apparel brands, you should want to take that leap. All customers have different bodies and they want to know what it's going to look like on them. If we can close that gap even a little, there's a huge opportunity.

Snap is well positioned to help this because clothing comes down to an expression of who you are and how you're feeling. We see it in the way people change their Bitmoji outfits, take selfies or use filters. It's just such a powerful form of self-expression that can carry into try-ons and the overall shopping experience.
Can you point to a strategy that exemplifies the evolution of Snap Inc.'s capabilities?
There are two separate approaches that are coming together over time. There is the self-expression route which creates something really engaging for the consumer. Brands can turn shopping online from a very solitary experience into a social one, featuring virtual try-ons that you can share with friends, post on your story, and get feedback on. Meanwhile, on the merchant side of things, Snap has a suite of offerings, which includes 3D try-ons, distribution on both our AR and brand's platform, as well as fit analytics that improve results.

Partnering with Snap is going to be increasingly practical, as brands look to increase conversions and decrease returns. In the past, brands may have focused on their conversion funnel or email marketing. Now, they'll focus on AR to fit better. It's going to become part of that toolkit.

Gucci, Prada, The North Face and Farfetch are the strongest examples of brands who consistently lean into whatever is next, but the technology itself is actually a huge, on-going investment to keep innovating. Without partners like Snap Inc., it would be it would be challenging. You would have to shift the whole company. That's why these brands have explored AR with us.
What are the core commercial benefits of fashion companies investing in AR?
When people get their hands on your product, when they try it, the likelihood of them purchasing it goes up. AR is an incredibly cost-efficient way to get consumers to test product. Currently, some businesses are achieving less than $0.01 US cents per try-on for their products.

Partnering with Snap Inc. is going to be increasingly practical, as brands look to increase conversions and decrease returns.

Will it be as good as getting somebody in the store? Not quite yet, but it gets better every day. Is the return rate lower than a shopper who tries it out in the store? Not yet, but again, it's getting better. Those two things, combined with the fact that they're both much lower cost to implement than getting somebody into your store or doing a pop up, appeals not only to the marketing team, but the finance team too.

Below, that is more of an emotional appeal. All brands and retailers need to look at their stores and their website and consider the experience gap. It comes down to retail technology centring on commerce. It's about checking out as quickly as possible and funnel optimisation, but all it results in is a grid of products. If you're able to create more of what you offer in the real world, brands will be ten times closer to replicate in-person shopping than simply images and a credit card check out.
What product innovation is being prioritised over the medium term?
Try-on is certainly a key area, but it's unfair to say that in itself is just one area. A year and a half ago, shoes were obviously very big. Now, makeup is a completely different focus exploring skin tones and colour texture. On the accessory side, hats, eyewear, jewellery and handbags bring new challenges - how can we innovate so that customers are prepared to buy a 2000-pound handbag that they've never touched? Things like cloth simulation are going to be very important for us.

We're also investing in the user experience, things like voice recognition to move through the processes a little bit faster and other strategic investments. Our other big investment has been Vertebrae, which is essentially a 3D asset content management system. We're scaling up their capacity to quickly show brands their products in 3D as an out-of-the-box visualisation for their website or apps.

You can even distribute this out to other platforms like TikTok, because we're starting to focus off-platform. If the overlap is small between a brand's customer and our user or they're not yet invested in the Snapchat platform, that's alright. We still want to provide the technology and the experience for them.

This is a sponsored feature paid for by Snap Inc. as part of a BoF partnership.

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At Snap Inc., Making Augmented Reality Work for Fashion

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A suite of development tools powered by Snap Inc.'s Augmented Reality arm are seeking to foster more sophisticated and seamless integrations of its technologies. Today, Snap Inc. counts Prada, Farfetch and Gucci among its roster of fashion clients who are partnering with the company to utilise its AR capabilities.

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Prada allows consumers to try-on different purses via Snapchat. They are also utilising a hands-free try-on using a ‘swiping’ gesture to change colour. (McDowell 2021)
We need a similar service on our app for consumers to try-out.

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Snapchat boosts AR try-on tools: Farfetch, Prada dive in

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Snapchat wants to stand out with AR tools that are a gateway for virtual try-on and AR glasses, and it needs fashion’s buy-in to do it.

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Depop is a social shopping platform that’s a little bit eBay and a little bit Instagram. In fact, the app is designed to closely mimic the latter. Users have profile pages that function as mini digital storefronts, where they post pictures and descriptions of what they’re selling, along with a price. You can follow your favorite sellers and view their wares in a feed. There’s also an “Explore” page featuring curated picks and trending items in different categories, such as men’s T-shirts or women’s skirts. Posts contain hashtags, just like on Instagram, to make searching for items easier.

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For influencers who want to keep their clout, staying on top of the latest trends is critical. Many teens and influencers say they turn to Depop to see what's bubbling up in fashion. New styles sometimes appear on the app months before they go viral on Instagram. Attendees at Depop LIVE said they spotted looks such as monochromatic outfits and stacks of barrettes on Depop way before they ever saw them on the streets or on Instagram. Khalid Mahmood Jr., a 19-year-old influencer who runs his own Depop store, said that the app is where many people in his network go to find one-of-a-kind merchandise. "As a 19-year-old, everybody knows about Depop," he said. "It's where everybody is selling and buying. You've got the high-end fashion. You've got the thrifted clothes." "It's like a personal catalog," added his friend Liv Bonaparte, a 20-year-old from Atlanta.

Buying and selling clothes on Depop also helps influencers keep their feeds looking new. "We're trying to look cool and fashionable and fresh all the time," said Harry Hill, a social-media influencer in Brooklyn who attended Depop LIVE. "So if we can take a pic in a shirt one day and sell it the next, that move just ups your game on both platforms."
Read: The Instagram aesthetic is over
According to a 2015 study by Ernst & Young, Gen Z is more cost-conscious and more entrepreneurial than previous generations. That positions a resale app like Depop well in the youth market. Lily, a 12-year-old outside Depop LIVE who, like everyone else under the age of 18 in this story, is referred to by a pseudonym, said that she and her friends all buy clothes on Depop because it's cheaper than shopping retail. Plus, they know they can resell their purchases on the app when they're done. "My friends all sell and buy things on there," added Allison, also 12 years old. "I bought custom Air Force 1s, a bunch of clothes, shirts and stuff ... My friend is 13-she sells off all her old clothes so she can buy new clothes on there."

As Depop gains a foothold, big social platforms are working harder to integrate shopping into their own products. Instagram recently launched a Checkout feature that allows users to shop the items featured in influencers' posts directly within the app. Last fall, Pinterest also added new shopping options. Facebook introduced Marketplace, a Craigslist competitor, years ago, and Mark Zuckerberg said in May that the company plans to make it "as easy to send money to someone as it is to send a photo."

But many of the big platforms' shopping features are still in their infancy. Instagram Checkout, for example, is available only to a very small portion of brands and influencers, and it's focused on sales of new, not used, clothing. That leaves Depop with a claim to a valuable corner of the influencer economy. "Instagram allows you to be your own billboard," Hill said, "and Depop allows you to sell what you're advertising."
This post previously referred to Maria Raga as the founder of Depop. She is the CEO. We regret the error.

We want to hear what you think about this article. Submit a letter to the editor or write to letters@theatlantic.com.

Taylor Lorenz is a former staff writer at The Atlantic.

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Why Teens Are Selling Clothes Out of Their Closets

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For influencers who want to keep their clout, staying on top of the latest trends is critical. Many teens and influencers say they turn to Depop to see what's bubbling up in fashion. New styles sometimes appear on the app months before they go viral on Instagram.

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9 of the Most Over-the-Top Hotel Perks We've Ever Seen

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In-room hair blowouts, fashion butlers, and Porsche test drives are just some of the extravagant perks offered at these luxury hotels.

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Depop reported that it had 20 new sign-ups every minute in July 2020. Meanwhile, peer-to-peer fashion rental app By Rotation's user numbers have grown by 425 per cent in the year since March 2020.

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One person's trash is another's treasure - and the saying also reflects our current shopping habits. While traditional retail went into freefall last year, the secondhand market experienced fast growth. Now it's forecast to hit $64 billion in the next five years, and will overtake fast fashion, according to data from online thrift store thredUP.

The turnover of London-based peer-to-peer social shopping app Depop - the Gen Z go-to for 90s chunky boots and iets frans hoodies - doubled between April and June 2020. The app, which has 27 million users in 147 countries and was acquired by Etsy for £1.6bn in June, reported that it had 20 new sign-ups every minute in July 2020. Meanwhile, peer-to-peer fashion rental app By Rotation's user numbers have grown by 425 per cent in the year since March 2020.

Gen Z used to shop for low-cost fashion on the high street, now its purchases are made online. Eighty per cent of Depop's active users in the UK are 26 or younger. Paris-based Vestiaire Collective, which raised $216 million in March, has 11 million members and a core customer base between 20 and 40, while the majority of Vinted's users are between 18 and 35.

The rise of circular platforms is a reflection of the unique nature of some of the merchandise as well as a reaction to fast-fashion. Users also see it as a way to make money by selling off their own preloved wares. During lockdown, these apps offered a community, too. Companies set up a space for people to connect with one another, support each other's online shops and rotate clothes with one another.

And there's money to be made outside of Gen Z. Rental sites don't only cater to working professionals, bargain hunters and fashion obsessives - there are startups targeting parents too. Bundlee and thelittleloop are rental services for baby and toddler clothes, while Whirli enables its customers to share children's toys. Kids O'Clock is a platform renting second hand designer clothing for kids. Launched in early 2021, it was founded by former Net-A-Porter and Moda Operandi buyer, Laura Roso Vidrequin, who plans to roll out a rental offering for baby gear, children's clothing and specialist items such as ski-wear from retailers.Such services minimise waste and clutter in the home, as well as saving users money.

"There is no shame in wanting to be smart about our spending. Secondhand is here to stay," says Vidrequin, who also predicts that when Depop customers start having children, they will fuel even more demand for rental retail.

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Rental clothing is the next big retail boom

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One person's trash is another's treasure - and the saying also reflects our current shopping habits. While traditional retail went into freefall last year, the secondhand market experienced fast growth. Now it's forecast to hit $64 billion in the next five years, and will overtake fast fashion, according to data from online thrift store thredUP.

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Lost Suitcase? Have Gucci Delivered to Your Hotel in 90 Minutes

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Lost Suitcase? Have Gucci Delivered to Your Hotel in 90 Minutes

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If you're a fan of online shopping, you're probably familiar with those agonizing couple of days while you wait for your order to arrive. Gucci and online shopping platform Farfetch are on track to change that with a new service that promises to deliver your designer duds within just 90 minutes. The feature, called F90, or Store to Door in 90 Minutes, is available in London, Paris, Madrid, Milan, New York City, Los Angeles, Miami, Dubai, Tokyo, and São Paulo.

Here's how it works: After placing your order via Farfetch's website, a sales associate in your local Gucci store will organize your goodies. Then, a courier will make a beeline to your hotel, Airbnb, or anywhere you happen to be experiencing a fashion emergency, to deliver your package. Trying to order a package in New York City suggests there will be a $20 delivery fee, though the cost varies from city to city.

"Time is the new luxury and one that we all want more of," said José Neves, CEO and founder of Farfetch, in a press release. "At Farfetch we want to give that luxury back to our customers by making as many delivery options available as possible. If you need just the right dress or pair of shoes for dinner that night, we can make sure you have it wherever you are."

Now, the Farfetch service isn't the first to offer luxe shop-to-door fashion. Guests at the

can take advantage of the hotel's Fashion Butler, who can coordinate a personal shopping experience in-suite with local high-end boutiques.

in London offers certain guests a trunk full of vintage accessories and one-of-a-kind baubles for a night out to the theater, opera, dinner, or even just a shopping excursion along Bond Street. And in Dallas,

partnered with Stanley Korshak to provide a selection of couture clothing delivered directly to a guest's room or suite.

Farfetch released a video featuring model Laura Love, fashion editor Tamu McPherson, and actress Yuko Araki trying out the service in moments of crisis. McPherson spills coffee all over her purse; Araki's clothes shrink in a laundromat dryer; Love's get stolen from her locker at the gym. Luckily, each of these women can afford Gucci apparel, and 90 minutes later, messengers carrying pristine shopping bags filled with new stylish goodies arrive at their doorsteps. If you place an impulsive order that doesn't quite fit, Farfetch offers a unique return service. Just call its customer service team and set up a two-hour collection window where a courier will come pick up your rejected goods.

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Lost Suitcase? Have Gucci Delivered to Your Hotel in 90 Minutes

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If you're a fan of online shopping, you're probably familiar with those agonizing couple of days while you wait for your order to arrive. Gucci and online shopping platform Farfetch are on track to change that with a new service that promises to deliver your designer duds within just 90 minutes.

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Do people care that the clothes have been worn?

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Do people care that the clothes have been worn?

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With unemployment numbers and the cost of living on the rise, buying pre-owned fashion could be a way for consumers to treat themselves to a nice dress or a pair of jeans while saving a buck. According to ThredUp’s report, 82% of people have or are open to shopping secondhand when money gets tighter.

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Online secondhand and consignment platforms have been growing in popularity, even before the pandemic arrived. In 2019, this market expanded 21 times faster than conventional apparel commerce did. The COVID-19 pandemic has accelerated the growth even further. According to a recent report by ThredUp, the U.S. secondhand fashion market is expected to more than triple in value in the next 10 years - from US$28 billion in 2019 to US$80 billion in 2029. Early signs of this could be seen in ThredUp Inc. confidentially filing for IPO and Vestiaire Collective, their European rival, raising $64.2 million in fresh funding.

For many consumers buying secondhand fashion is driven by desire to live a more sustainable lifestyle. Choosing pre-owned over new is one step towards circular fashion and an obvious way to extend the lifetime of an item.

Another reason for the sudden interest in secondhand could be traced to the economic uncertainty and the looming crisis triggered by the pandemic. With unemployment numbers and the cost of living on the rise, buying pre-owned fashion could be a way for consumers to treat themselves to a nice dress or a pair of jeans while saving a buck. According to ThredUp's report, 82% of people have or are open to shopping secondhand when money gets tighter.

While established players have capitalised on this growing trend, a few challengers have emerged. One of them is a German company, Vinokilo. They started as an offline community and a thrift shop before expanding into e-commerce. The company hasn't raised any outside venture capital to date and has been growing steadily while staying profitable-quite an outlier in the current tech landscape.

How is an up-and-coming offline-first company growing in a highly competitive market without losing what made them unique?

Prior to the pandemic, live events were a big part of the company's marketing strategy. Regular pop-ups were held across Europe to gather vintage lovers keen on discovering unique secondhand vintage pieces.

With the pandemic and country-wide lockdowns this was no longer a viable strategy. The company had to adapt swiftly and find new ways to engage with customers. In order to ensure the safety of all visitors, they replaced a 1-2 days event pop-up model with a 3-5 day mini-festival in each city-thus keeping the number of attendees within required regulations.

At the same time, the company decided to make e-commerce a more prominent channel by relaunching the website with new branding, multi-language support and leveraging email marketing.

Vinikilo has a distinct vintage focus with the majority of items on the platform being one of a kind. Shoppers come to Vinokilo not just to buy secondhand. They come there to discover treasures, unique gems, and items that might not be easy to find otherwise. One of the challenges that the company had to overcome was moving this engaged community, that was largely built through pop-up events and thrift shops, to e-commerce.

The value of community-driven commerce can not be overstated, and Vinokilo understands it well. Prior to the relaunch of the e-commerce platform, they ran a campaign showcasing "real people, real stories." Instead of using influencers or celebrities, they used portraits of real shoppers on their platform to show the diversity and real faces of the community.

#THENEWNEW series featuring stories of Vinokilo's community.
Vinokilo

For many shoppers in this community, buying pre-owned fashion is a way to live a more sustainable lifestyle. While there have been some positive developments at the industry level towards sustainability, some companies have been caught 'greenwashing' their brands as a way of attracting environmentally-conscious consumers without actually changing their practices.

In my conversation with Anisah Osman Britton, the CTO of Vinokilo, she emphasised that for them, sustainability is a way of living in the company and they try to walk the talk in every element of their business. They try to educate and enable their community to take a more active role in sustainability. For example, shoppers can bring items to events for recycling or reselling. They also organise workshops to teach people how to repair clothes and extend their lifetime.

The company also tries to address other aspects: like receiving items in plastic-free packaging, limiting employee travel, or choosing carbon neutral traveling for their team. They recently launched a new sustainability initiative , Vinokilo Circle. It allows customers send unwanted fashion pieces for recycling and upcycling. One of the next items in the company's sustainability agenda is addressing the high returns that the fashion industry is notorious for.

Osman Britton mentions that the company today has a climate-positive impact: "Studies from an impact assessment agency, Dear Impact have shown that for every 4 items purchased from us we offset 1 newly produced item. Throughout the last year alone we sold 550,000 pieces of clothing. Which accounts for 1,744,232 kg of Co2 emissions saved."

Looking at Vinokilo, I see a newcomer with large ambitions in this market. But being a German company, trying to build a profitable and sustainable fashion business while selling unique vintage pieces, the question arises: "Can this scale?"

The team seems to have a positive outlook. "We believe what we've worked on so far is a stepping stone towards a circular future where Vinokilo provides secondhand clothes as a service," says Robin Balser, the founder of Vinokilo. The company's footprint both in the online and offline worlds could indeed be a strong foundation for its global ambitions. A big role in this is also given to Vinokilo's customers and the strong and loyal community. Balser explains that it starts with hand-picking each item that goes on sale and ends with personalised customer service ensuring that "we are authentic with our customers."

Time will tell what place Vinokilo will carve out for itself in this rapidly growing and highly competitive market. What I'm certain about is that the future of fashion can be one where it's shaped by these kinds of players that are built locally and out of authentic communities. Players that grow their businesses to be sustainable in each aspect of their lives and financially independent.

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The Secondhand Market Is Growing Rapidly, Can Challengers Like Vinokilo Thrive And Scale?

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Online secondhand and consignment platforms have been growing in popularity, even before the pandemic arrived. In 2019, this market expanded 21 times faster than conventional apparel commerce did. The COVID-19 pandemic has accelerated the growth even further. According to a recent report by ThredUp, the U.S.

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Bain and Company estimates that millennials and Gen Z will contribute 130% of market growth between now and 2025. But winning over this cohort means adhering to a growing shift towards more value-driven spending. Indeed, nine out of 10 Gen-Z consumers believe brands should detail their stances on environmental and social issues, as reported in BoF and McKinsey’s State of Fashion Report 2021.

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Zalando Designer's buying director Anaheta v. Berenberg and Not Just a Label founder Stefan Siegel share three key insights on how to engage luxury's most valuable consumer cohort.

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VALS™ | VALS™ Types | Experiencers | SBI

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As a consumer group, Experiencers have high resources and a Self-Expression motivation. Want everything Are first in and first out of trend adoption Go against the current mainstream Are up on the latest fashions Love physical activity (are sensation seeking) See themselves as very sociable Believe that friends are extremely important Are spontaneous Have a heightened sense of visual stimulation.

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Millennial and Gen Z are buying the most luxury

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Millennial and Gen Z are buying the most luxury

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In 2019, Millennials and Generation Z consumers generated 100% of the global luxury growth. (Bain and Company 2020)

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Executive Summary

The luxury goods market continues to grow

The 18th edition of the Bain Luxury Study, published by Bain & Company for Fondazione Altagamma, the trade association of Italian luxury goods manufacturers, analyzed recent developments in the global luxury goods industry, as well as the future outlook.

The luxury industry as tracked by Bain encompasses both luxury goods and experiences. It comprises nine segments, led by luxury cars, luxury hospitality and personal luxury goods, which together account for more than 80% of the total market.

Overall, the luxury market grew by 4% in 2019, to an estimated €1.3 trillion globally, with positive performance across most segments.

Sales of luxury cars continued to dominate the market, growing by 7% at constant exchange rates to €550 billion. Most luxury experiences remained attractive to consumers, as illustrated by sales growth of gourmet food and fine dining (up 6%) and sales of luxury cruises (up 9%). However, the luxury hospitality segment experienced lower growth than historically (up only 2%, compared with 5% last year). We observe a consumption shift back to luxury products, with luxury experiences growing less than previously.

Personal luxury goods post positive, but more moderate, growth

The market for personal luxury goods-the "core of the core" in luxury segments, and the focus of this analysis-reached a record high of €281 billion, representing 4% growth (7% at current exchange rates). The personal luxury goods market experienced sustained growth across the Asia-Pacific region (mainland China, Southeast Asia, Japan), but growth was more modest in Europe, the Americas and the rest of the world. Globally, growth was driven primarily by sustained local consumption in almost every region (up 11% globally at current exchange rates). In contrast, purchases among tourists grew more slowly, at 3% on average.

When it comes to categories within personal luxury goods, shoes and jewelry stood out as the outperformers, both growing by 9% at constant exchange rates in 2019, followed by leather goods (7% at constant exchange rates) and beauty (3% growth at constant exchange rates). Independent/insurgent beauty players stand out for their remarkable performances in recent years, thanks to their unique customer-centric approach: Between 2015 and 2019, the "indie" beauty segment grew at 25% per year on average, about six times faster than the overall luxury category. Apparel returned to modest growth (1% at constant exchange rates), due to a slight improvement in the ready-to-wear segment (for both men and women). Watches demonstrated a sluggish performance, declining by 2% at constant exchange rates.

Asia delivers the majority of market growth

Chinese customers accounted for 90% of the global market growth in 2019, reaching 35% of the value of luxury goods sold in the world. Mainland China has been a growth driver for the luxury industry in the recent past, and 2019 was no exception, with the market growing by 26% at constant exchange rates to reach €30 billion, sustained by governmental policies and a shift in Chinese consumer flows repatriating spending from abroad (including from Hong Kong).

Luxury consumption in Hong Kong has been adversely affected by ongoing protests. The market fell by 20% in 2019 to €6 billion. The Hong Kong luxury landscape should reach a new equilibrium, with rules of the game deeply transformed and local customers becoming the main focus.

Meanwhile, Chinese buyers of luxury have turned their sights to other Asian destinations, boosting the performance of these markets. Japan grew by 4% at constant exchange rates to €24 billion, while the rest of Asia grew by 6% at constant exchange rates, reaching €42 billion.

In the Americas, US consumption was boosted by domestic confidence but tempered by reduced tourist flows. Growth has been sluggish across the region, but with an overall market size of €84 billion, it remains a core region for personal luxury goods.

Europe experienced slow growth of 1% at constant exchange rates with the market reaching €88 billion in size. Spain and the UK were among the top performers, driven respectively by tourism and weak currency. Germany was impacted by a slowing country dynamism and France by social unrest earlier in the year.

Other geographies, which account for €12 billion, experienced a 5% decrease at constant exchange rates. The Middle East, aside from a hesitant recovery in Dubai, was a subdued market affected by lower consumer confidence and geopolitical uncertainties.

Online continues to disrupt

The retail channel grew 11% in 2019 at current exchange rates (7% at constant exchange rates), with 85% of that increase coming from same-store sales growth. Wholesale channels grew only 4% at current exchange rates, due in part to the continued decline of department stores and a hesitant recovery among specialty stores.

The online, off-price and airport channels continued to outperform, growing respectively at 22%, 11% and 11% in current exchange rates.

Globally, online continued to gain share and now accounts for 12% of the market, with customers increasingly influenced and enabled by digital channels, including in their physical purchases. Globally, 75% of luxury transactions were influenced by the online channel, and 20% to 25% of purchases were digitally enabled.

Asia was confirmed as a growth engine for online luxury, ahead of Europe and the Americas. Accessories remained the top category sold online, ahead of apparel. The beauty and "hard luxury" (jewelry and watches) categories were on the rise. Among channels for online luxury sales, brands' own websites gained share over e-tailers' and retailers' websites. The personal luxury goods market benefits from having a higher online penetration than most other luxury segments.

Meanwhile, the secondhand market for luxury goods surged to €26 billion, a result of strong growth in Europe and growth among specialized online platforms.

Tomorrow's luxury buyers already know what they want

By 2025, the luxury customer base will expand to 450 million, up from 390 million in 2019, mainly thanks to the growing middle class, especially from Asia. This will further stimulate the luxury market at large, with a particular focus on entry-price segments, which in 2019 already represented a sizable part of the market (35% within leather goods and 30% in jewelry), as well as on the off-price channel, which reached €36 billion in 2019.

Millennial customers (also known as Generation Y, born between 1980 and 1995) have been steady buyers of luxury. They accounted for 35% of consumption in 2019 and by 2025 could make up 45% of the market. But it's the even-younger Generation Z that is poised to reshape the industry: By 2035 they could make up 40% of luxury purchases, up from only 4% today. In 2019, Generations Y and Z contributed all of the market's growth.

Gen Z customers are the new frontier of tomorrow's luxury market; they display behaviors that distinguish them from other generations. They already represent a growing portion of luxury consumption in Asian markets. They see themselves as critical actors of the creativity and conversations with luxury brands; they are returning to products, stores and physical interactions with brands to truly connect and engage emotionally with them.

Social responsibility remains top of mind for luxury customers and encompasses more than just environmental impact: Eighty percent of luxury customers say they prefer brands that are socially responsible, particularly among millennials. Further, 60% of luxury customers think luxury brands should be more engaged than other industries.

Based on our analysis, we underline eight themes that will define future luxury customers:

Hic et nunc (here and now): Looking ahead, we expect market fundamentals to remain favorable for the personal luxury goods segment, resulting in a continued growth trajectory of 3% to 5% per year through 2025, for a total market value of €335 billion to €375 billion. However, sociopolitical issues, commercial policies and potential soft recessions could make for a bumpy road in the short term.

Chinese (increasingly): By 2025, Chinese consumers will account for 46% of the global market (up from 35% in 2019). Chinese customers already delivered 90% of the growth in 2019, and increasingly shopped "at home."

Young(er): Gen Y and Gen Z will dominate the luxury market, with disruptive consumer trends arising from these younger generations.

Phy-gital: A growing wave of digitalization continues to disrupt physical distribution networks. The online channel is still booming, while we anticipate that the global network of physical stores could peak in 2020.

Diverse (in spending power and purchasing drivers): By 2025, the global luxury customer base will grow from two sources:

An increasing number of ultrahigh-net-worth individuals, primarily based in the Americas and Asia, who look for "what money cannot buy";

A new base of emerging luxury customers, primarily stemming from the growing Asian middle-class, who look for "entry-to-luxury" products that are not just "mini" versions of core luxury products, but innovative products flourishing with stylistic content in their own right.

Open: Customers will be highly receptive to new value propositions and business models that challenge the rules of the game, as already testified by the phenomenal success of "indie brands" in beauty, or the growth of the secondhand market, for instance.

Responsible: Social commitment will be a critical customer priority. Corporate and social responsibility will evolve from being a "must-have" to being a lever to truly transform the business.

Emotional: Beyond products, experiences and ideas, feelings and emotions will become an important ingredient to deliver value to postaspirational customers: How do luxury brands truly make their customers feel?

The luxury customer is present and increasingly active, dramatically rewriting the rule book of the industry. Clients are morphing from a mere audience to luxury brands, to critical center-stage actors who want to interact, converse, share, observe and judge brands. Brands will need to connect with customers in an increasingly personal way and pivot to a new model to respond to customers' evolving needs when it comes to buying, consuming or communicating. The products, experiences and ideas that they deliver will need to flow together to appeal to the emotions of younger customers, who are diverse, global and opinionated. The pace of innovation is already rapid, but new models of consumption, evolving channels and changing customer desires will spur the need for even faster adaptation.

1. Luxury spending trends in 2019

The global luxury market tracked by Bain & Company comprises nine segments: luxury cars, personal luxury goods, luxury hospitality, fine wines and spirits, gourmet food and fine dining, high-end furniture and housewares, fine art, private jets and yachts, and luxury cruises. Overall, the luxury market grew by 4% in 2019, to an estimated €1.3 trillion, with most segments (except fine arts) growing in real terms.

Luxury cars, luxury hospitality and personal luxury goods together accounted for nearly 82% of the total market.

Sales of luxury cars continued to dominate the market, growing 7% to €550 billion (an accelerated growth rate vs. 2018). Within the luxury car market, the aspirational segment continued to outperform.

Luxury hospitality experienced positive growth in real terms, albeit slower than in 2018, gaining only 2%. Wellness proves to be paramount for experiential tourism. Sales of luxury cruises increased by 9%-the highest growth rate of all luxury segments. The "expedition" segment in particular continued to boom in 2019.

Sales of high-end food grew 6% from last year. The experiential side gained traction over pure dining.

Fine wines and spirits grew 5% on average. Spirits confirmed their vigorous trend from the past few years, with gin outperforming. Wines grew at a single-digit pace, with exceptional performance for specific categories (e.g., high-end prosecco) in selected geographies.

Yacht sales experienced a recovery, with increased focus on sustainable options, yet underwent a polarization in size. New and improved models fueled a rebirth of the private jet market, but secondhand sales continued to accelerate.

The fine art market shrank substantially (-18%) given scarcity of supply, both in public auctions and private sales; online sales accelerated, pushed by a spurt of hybrid models.

High-end furniture and housewares experienced positive growth, particularly in the living room, bedroom and lighting categories. Online sales outpaced physical sales.

Personal luxury goods grew in line with the overall market in 2019, climbing 4% to reach a record high of €281 billion.

2. Regional highlights

Worldwide, the personal luxury goods market experienced sustained growth across Asia (mainland China, Japan, rest of Asia), but Europe and the Americas, the top regions for sales, experienced lackluster growth.

Chinese customers accounted for 90% of the global market growth in 2019, reaching 35% of the value of personal luxury goods sold in the world. Mainland China has been a growth driver for the luxury industry in the recent past, and 2019 was no exception, with the market growing by 26% at constant exchange rates to reach €30 billion, sustained by governmental policies and a shift in Chinese consumer flows repatriating spending from abroad (including from Hong Kong).

Luxury consumption in Hong Kong has been adversely impacted by ongoing protests. The market fell by 20% in 2019 to €6 billion (down from €10 billion in 2013), driven by a joint reduction in store traffic and tourist arrivals. The Hong Kong luxury landscape should reach a new equilibrium, with rules of the game deeply transformed and local customers becoming the main focus. The network of physical stores (including about 1,000 monobrand stores) will most likely need to be redimensioned.

Meanwhile, Chinese buyers of luxury have turned their sights to other Asian destinations, boosting the performance of these markets. Japan grew by 4% at constant exchange rates to €24 billion, while the rest of Asia grew by 6% at constant exchange rates, reaching €42 billion. In Japan, the market was propelled by strong growth in Chinese tourist spending as of the second half of 2019, but local customers also anticipated purchases before the VAT increase in the third quarter. In the rest of Asia, South Korea was particularly dynamic, driven by robust local consumption, especially by young customers. Singapore, Thailand and Taiwan experienced brisk growth too.

With an overall market size of €84 billion, the Americas remain a core region for personal luxury goods, but growth has been sluggish across the region (0% at constant exchange rates). In the US, a strong economy drove up disposable income and consumer confidence, which fueled local consumption. But a strong US dollar, combined with the US-China trade war, negatively impacted tourism (especially on the US West Coast). Canada was mostly affected by a contraction in Chinese tourist affluence. South America proved generally sluggish, with Mexico and Brazil negatively impacted by socioeconomic tensions.

Europe experienced slow growth of 1% at constant exchange rates, with the market reaching €88 billion in size. Performance varied by market: Spain grew strongly due to tourism; the UK was one of the top performing markets due to a weak currency; Russia fared well thanks to local high spenders. Conversely, Germany was impacted by a slowing economy and France by social unrest earlier in the year.

Other geographies, which account for €12 billion, experienced a 5% decrease at constant exchange rates. The Middle East, aside from a hesitant recovery in Dubai, was a subdued market affected by lower consumer confidence and geopolitical uncertainties.

3. Distribution trends

Wholesale remained the largest channel for luxury goods, accounting for 61% of all sales. Yet the retail channel continued growing steadily-rising 7% in 2019-as companies increasingly seek to control the experience they deliver to customers. Of that gain, 1% came from new-store openings, and the remaining 6% came from same-store sales growth. In wholesale, specialty stores showed slight signs of recovery. In department stores, US players suffered, while Europeans performed better due to higher flexibility (i.e., concession models)

Off-price stores and airport stores continued to log strong growth, both gaining 11%. The off-price channel saw strong growth, particularly in Asia, but the Americas remained the top region for this channel, which skews to the apparel and accessories categories.

Online remained the fastest-growing channel, increasing by 22% and reaching 12% penetration of luxury sales worldwide. Globally, the online channel influenced 75% of luxury transactions, and 20% to 25% of purchases were digitally enabled. The Americas contributed 43% of global online luxury sales-€33 billion in total-but growth was particularly strong in Asia and Europe. Accessories remained the largest and fastest-growing category sold online, ahead of apparel, while beauty and hard luxury (jewelry and watches) were both on the rise. Brands' own websites gained ground on e-tailers' and retailers' websites.

The secondhand market for luxury goods rose to €26 billion in 2019, propelled by strong growth in Europe, as well as growth among specialized online platforms. The US and Europe are key geographies, but Asia still lags behind, mainly due to stronger consumer skepticism. Watches and jewelry are the primary categories in the secondhand market, accounting for over 75% of all purchases, but fashion and accessories continued to gain traction. The secondhand channel is becoming a new touchpoint to acquire younger customers, creating an opportunity to educate them and draw them into the luxury ecosystem. Luxury players are becoming increasingly interested in this market and are starting to integrate it into their strategies, in part to address emerging sustainability concerns.

4. Individual category performance

Accessories remained the largest and fastest-growing category, representing over one-third of the total personal luxury goods market and gaining 10% at current exchange rates in 2019.

Apparel, beauty and leather goods continued to make up the bulk of global luxury purchases, amounting to €64 billion, €60 billion and €57 billion, respectively.

Shoes outpaced the overall market at 12% growth, surfing the ongoing casualization trend (i.e., sneakers), especially in Asia.

Jewelry also grew at 12%, with sustained performance in high-end jewelry, especially in Japan and mainland China. Men's lines also grew strongly, but remain marginal in aggregate.

Leather goods grew at 11%, driven by strong performance in handbags, which skew toward entry-price items and small shapes.

Beauty grew at 7% on average. We observed a slight improvement in the performance of fragrances, but the category remains driven by cosmetics: Makeup maintained a positive trajectory, while skincare boomed. Innovations are blurring the lines in the beauty market through ingredient democratization.

Apparel returned to modest growth (5% at current exchange rates), due to a slight improvement in the ready-to-wear segment (for both men and women).

Watches demonstrated a sluggish performance, with 1% growth at current exchange rates (a decline by 2% at constant exchange rates), primarily due to the sociopolitical situation in Hong Kong, which wasn't offset by growth in other Asian markets.

5. Outlook for the future and customer shifts

Looking ahead, we expect market fundamentals to remain favorable for the personal luxury goods segment, resulting in a continued growth trajectory of 3% to 5% per year through 2025, for a total market value of €335 billion to €375 billion. However, sociopolitical issues, commercial policies and potential soft recessions could make for a bumpy road in the short term.

Younger generations will be the primary engine of growth in the coming years. Millennial customers (also known as Generation Y, born between 1980 and 1995) have been steady buyers of luxury. They accounted for 35% of consumption in 2019 and by 2025 could make up 45% of the market. But it's the even younger Generation Z that is poised to reshape the industry: By 2035 they could make up 40% of luxury purchases, up from only 4% today. In 2019, Generations Y and Z contributed all of the market's growth. Combined, they will represent approximately 55% of the 2025 luxury market and will contribute 130% of market growth between now and then, offsetting a decline in spending by older consumers.

The nature of luxury customers is evolving fast, and Gen Z customers are the new frontier of tomorrow's luxury market. They already represent a growing portion of luxury consumption in Asian markets and display behaviors that distinguish them from other generations, even the millennial generation. They see themselves as critical actors of the creativity and conversations with luxury brands; they are returning to products, stores and physical interactions with brands to truly connect and engage emotionally with them. They seek an ongoing conversation with brands that will force them to innovate both their value propositions and business models.

About the Bain Luxury Goods Worldwide Market Study

Bain & Company analyzes for Fondazione Altagamma the market and financial performance of more than 300 leading luxury goods companies and brands. This database, known as the Luxury Goods Worldwide Market Observatory, has become a leading and much-studied source in the international luxury goods industry. Bain has published its annual findings in the Luxury Goods Worldwide Market Study since 2000. The study's lead author is Claudia D'Arpizio, a Bain partner in Milan. Fondazione Altagamma is led by Andrea Illy, who was named chairman in 2013.
This study was authored by Claudia D'Arpizio, Federica Levato, Filippo Prete and Constance Gault. This report was written by Joëlle de Montgolfier. Claudia D'Arpizio (claudia.darpizio@bain.com) is the global leader of the Luxury and Fashion vertical at Bain & Company, and the lead author of this study. Federica Levato (federica.levato@bain.com) is a leading member of the Luxury and Fashion vertical, and the coauthor of this study. Both are Bain partners based in Milan. Filippo Prete (filippo.prete@bain.com) is a manager, and Constance Gault (constance.gault@bain.com) a consultant, in Bain's Milan office. They also work with the firm's Luxury and Fashion vertical. Joëlle de Montgolfier (joelle.demontgolfier@bain.com) is Bain's global practice area senior director for Consumer Products, Retail and Luxury. She is based in the firm's Paris office.

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Eight Themes That Are Rewriting the Future of Luxury Goods

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The 18th edition of the Bain Luxury Study, published by Bain & Company for Fondazione Altagamma, the trade association of Italian luxury goods manufacturers, analyzed recent developments in the global luxury goods industry, as well as the future outlook. The luxury industry as tracked by Bain encompasses both luxury goods and experiences.

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Think back to the first time you rented a piece of clothing. It might have been a dress for your cousin's wedding or a tux for your high school prom. Either way, the experience was probably similar to that of lots of other people across the United States: You find the local clothing rental store, the one that all your friends and family have rented from for as long as anyone can remember, and stop by for a fitting. An experienced tailor takes your measurements, asks a few questions about what you're looking for, and disappears into a back room.

After a while, he or she returns, stock in hand, and you run through the handful of outfits you have to choose from. The entire experience is pleasant enough, but it definitely feels like something out of an episode of Happy Days.

For the past 70 years, rental clothing has remained relatively unchanged. It's a mom-and-pop industry built around local brick-and-mortar small businesses that have a limited stock available. Rent the Runway (RTR) took that model and brought it online.

Over the past decade, Rent the Runway has grown their eCommerce clothing company to a yearly revenue of over $100 million and a recent valuation of $800 million. They've done this by expanding the rental business model into high-end fashion. In doing so, they've changed the way that people think about the market itself. But it wasn't always easy, Rent the Runway's chief analytics officer, Vijay Subramanian, told Deciding by Data, "We were creating a completely new category where the customer itself is changing their behavior while we're figuring out how to make the back-end logistics and the equations actually work."

By focusing on building a fulfillment and logistics process that enhanced the customer experience, collecting valuable data on their customers, and leveraging that data to create partnerships with designers, RTR has taken the rental model into high fashion. Since 2009, they've grown to offer a highly successful eCommerce subscription, built America's largest dry-cleaning facility, and nailed down the logistics of providing high-end clothing at scale.

Every item that Rent the Runway has in stock flows through a series of checks and balances to ensure it is in the best shape possible when the customer receives it. From shipping and receiving to cleaning, mending, and storing, Rent the Runway has created a logistics operation that fuels the growth of their massive rental business. They talk about their technology stack on a blog called Dress Code.

When a customer rents something from Rent the Runway, that piece goes through a multistep process in their 150,000-square-foot fulfillment center.

Stock:Items are bagged and bar-coded so Rent the Runway's computer system, the Allocator, can sort stock based on whether it needs to be shipped out that day or can wait. Sixty percent of all items will go back out the door the same day they've been returned.

Inspection: Workers inspect every item for spots, rips, tears, and unusual smells. Any items that don't meet the quality-assurance standards are sorted into bins and moved on to cleaning or repairs.

Stain removal: Workers, known as spotters, hand-clean any items that need special care, with the help of an internal database that recommends the best chemical cleaners for the job at hand.

Steam cleaning: Automated steam-cleaning machines are used for regular cleaning and steaming. In their current facility, Rent the Runway is the largest dry cleaner in the U.S.

Mending: Sewers and seamstresses fix tears, reattach beads, and secure straps or sequins, recording the repairs in a garment's information file.

Shipping: Each order is checked, assembled, and bagged for shipment. Another computer system calculates the most cost-effective way to send the item, and then it's back out the door.

Each customer also receives the same dress in two different sizes, so there is less room for fit problems. This ensures the best possible customer experience and gives Rent the Runway 100 percent control of their inventory at all times.

Rent the Runway maintains all of these services in-house to help streamline their shipping and fulfillment logistics. They've obtained patents for proprietary garment bags and submitted patent requests for their logistics-management workflow, and they consistently collect data that helps them optimize the process. By ways to scale the logistical aspects of the rental business, Rent the Runway has been able to take the one-on-one relationships of old-school clothing rental and scale them to millions of customers.

Customer experience is extremely important for any rental business, and the stakes are even higher for Rent the Runway. If they don't deliver a pristine garment the first time around, they'll lose the trust of not only their customer but also the people in that customer's circle of influence. Because their main market is high-end, designer fashion, Rent the Runway's clothing is typically rented for special occasions. If a dress doesn't fit, has stains, or comes in late, that negative experience creates a ripple effect, souring potential relationships with the customer's friends, family, and social networks.

Overall experience affects the customer's loyalty as well. When the customer experience is bad, the likelihood of a customer trusting, recommending, or purchasing from the company decreases drastically.

Even okay experiences don't really give companies a significant boost. Only a good or excellent customer experience will have an impact. Rent the Runway uses customer data to bypass potential issues and build a better overall customer experience.

Much like Stitch Fix and other eCommerce subscription businesses, when a customer first signs up at Rent the Runway, she's asked to enter her preferences and begin building a profile. Once she has provided the basic information up front, the customer can favorite items as she browses available inventory to give Rent the Runway a better sense of the kind of items she's looking for. This helps personalize the browsing experience by showing more "likable" items as the customer browses, and it gives Rent the Runway valuable information on general fashion trends and preferences.

Customers can also chat with stylists online or book a 45-minute consultation at one of Rent the Runway's retail locations. Both of these services are additional upsells on the customer's subscription package, but they build on the personalized website experience by improving the quality of each customer profile.

Through each step of the customer journey, Rent the Runway uses customer data to personalize the experience. This helps them build on the relationship with each customer by making better recommendations and informs them of shifts in fashion trends. Integrating this knowledge into their fulfillment cycle not only enhances the logistics side of the customer experience but also gives Rent the Runway a way to streamline their internal processes.

High-end, designer fashion is a rapidly changing business, subject to shifting trends every few months, so Rent the Runway needs to keep their available stock as up to date as possible. They accomplish this partially by working directly with designers to feature collections that fit Rent the Runway's customer profiles. In exchange for access to these collections, Rent the Runway provides valuable feedback back to designers based on their wealth of customer data. This information exchange helps keep Rent the Runway on top of current trends and gives the designers they work with a way to create collections that resonate with customers.

Rent the Runway also works directly with designers to create custom items for collections that don't quite fit the customer data. This allows designers to create a more "rentable" clothing and get exposure to RTR's huge audience and the data and feedback available to partners, even if their existing designs aren't consumer friendly for the rental market.

Customers who choose to rent their clothing through Rent the Runway are different from the traditional high-end fashion consumer, and being able to adapt a design to their preference helps reach a wider market. Widening the designers' markets helps increase their brands' awareness as well.

Building direct relationships with designers also gives Rent the Runway another way to enhance the customer experience. The more access to high-end brands and designers, the better experience a customer will have with the company. If a customer is on the lookout for a Tory Burch bag, or Diane Von Furstenberg dress, Rent the Runway can give it to them. Further, by strategically featuring sought-after designers, Rent the Runway can potentially acquire more customers, and the same goes for working with less well-known designers who cater to specific fashion niches.

Rent the Runway has to show that they have the type of inventory that speaks to people seeking high-end, designer fashion. To stay on top of trends and keep their brand in front of customers, they've sought out relationships with designers at every level. Customers can find a dress by a famous fashion house or an up-and-coming designer in the same place. By working with different types of designers, Rent the Runway is widening their available customer pool, too. Their ability to stay ahead of current fashion trends, as well as offer clothing that appeals to their current customers, is the best way for the company to grow.

Taking the mom-and-pop roots of the clothing rental business and building it into an eCommerce subscription juggernaut had never been done before. By focusing on scaling their logistics, collecting as much customer data as possible, and working to stay ahead of the trends, Rent the Runway has been able to take this rental model into the twenty-first century.

► Efficiency is key

If Rent the Runway hadn't made sure that every step of their rental pipeline was as efficient as possible, they wouldn't now be able to provide the same kind of customer experience. You need to make sure that any internal processes add value to the business as well as the customer.

► Scale your Infrastructure

Rent the Runway is able to meet their customers' expectations by owning nearly the entire logistics and fulfillment pipeline (about the only part they don't do is shipping/delivery). Maintaining these processes in-house gives you more insight into how well you're able to meet the requirements of your growing customer base. It takes more work up front, but will provide benefits in the long run.

► Collect the right customer data

You need to know what kind of product the customer wants to buy or, in this case, rent. By collecting information on preference through surveys and website interaction, Rent the Runway builds detailed customer profiles. When you're selling a product that is as subjective as fashion, it's important to understand what drives customer trends.

► Personalize the shopping experience

With more data on the customer, you can find ways to personalize the shopping experience. Find ways to make sure that every customer interaction is tailored to specific needs. When you make it easy for the customer to find what they need, they'll be happier.

► Stay on top of industry trends

Trends change all the time, especially in the world of fashion. By partnering with designers and fashion insiders, Rent the Runway is able to keep ahead of trends. That, coupled with their wealth of customer data, helps to provide the best possible experience for the customer.

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How Rent The Runway built an $800 million business in a mom-and-pop industry - Jilt

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Think back to the first time you rented a piece of clothing. It might have been a dress for your cousin's wedding or a tux for your high school prom.

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Need the perfect vacation wardrobe for your vacation, staycation or honeymoon?

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Need the perfect vacation wardrobe for your vacation, staycation or honeymoon? Based on your destination, style and budget, Voyager Club provides a location-specific vacation wardrobe that's delivered directly to your home, hotel, villa or yacht globally. You decide what you want to buy, we return the rest.

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Four Seasons Riyadh launches new personal shopping collab with Farfetch

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Four Seasons Riyadh launches new personal shopping collab with Farfetch