From rental subscriptions to paid membership programs, clothing retailers are testing new income streams and models for the post-COVID future. 

From rental subscriptions to paid membership programs, clothing retailers are testing new income streams and models for the post-COVID future. In an effort to become more sustainable and reach thrifty young shoppers, Ralph Lauren is launching The Lauren Look, a subscription rental program that will give members access to dresses, pants, tops, and other accessories from the brand starting at $125. Subscribers will have the choice to purchase what’s sent at a “membership rate” or return unwanted products. When items have reached their “rental threshold,” they’ll be donated to nonprofit organizations like Delivering Good, which would extend their life cycle and reduce clothing waste. Meanwhile, Urban Outfitters Inc. is testing a different kind of paid membership program that will offer free shipping, returns, and other benefits from its store brands, including Urban Outfitters, Anthropologie, and Free People. They will run the pilot UP membership program anywhere between six to 12 months “depending on how many customers sign up and what they learn from the test.” (MarketWatch, Marketing Dive)