ACTIONABLE RESEARCH ON GEN Z AND MILLENNIALS

H&M is getting into the clothing rental business. 

H&M is getting into the clothing rental business. The fast fashion company has plans to rent out clothes from its 2012-2019 Conscious Exclusive collection in a trial program for members of the brand’s loyalty program. The one catch: the service will only be available at the soon-to-launch flagship store in Stockholm—at least for now. According to their head of sustainability, H&M is “dedicated to change the way fashion is made and consumed today,” so this could be just the start of circular fashion for the brand. Young consumers’ increasing interest in sustainable fashion is impacting major brands, who are experimenting with resale and rental to adjust. (Sourcing JournalH&M)