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How to rent a dress from M&S

Written by: Emma Lunn
M&S has launched a clothing rental service in partnership with rental website Hirestreet.

Launching ahead of the busy Christmas party season, M&S’s first rental edit is made up of more than 40 womenswear pieces from its Autograph range and the latest dresses from its M&S X Ghost collaboration.

The items all have a selling price of between £69 and £299 with M&S and will be available to rent on Hirestreet from just £13 for four days.

Hirestreet is operated by the Zoa Group, which M&S has invested in through its Founders Factory Joint Venture accelerator programme. First launched in 2018, the programme is designed to identify and accelerate emerging businesses and provide M&S with valuable insight into industry change and trends.

M&S says that with the clothing rental market set to grow exponentially in the next decade, the new partnership allows M&S to conduct its first ‘test and learn’ trial in this important growth market.

Katie Bickerstaffe, M&S chief operating officer, said: “Clothing rental is a growing market and working with Hirestreet through our Founders Factory joint venture gives us a huge opportunity to learn from the leading start-up in this space, operate in an agile way and better understand what our customers want from rental services.

“As we grow M&S clothing, we want to be more relevant more often and we know customers are increasingly interested in the circular fashion economy. Our partnership with Hirestreet means we are putting M&S clothing in front of new customers and our first rental edit doesn’t just showcase the style we have on offer, it also highlights the value and quality of clothing that is made to last.”

M&S says that customers’ growing sustainability concerns are a key factor in the clothes rental market’s growth. Its M&S Family Matters Index Report found that more than a third of consumers now consider the climate crisis when purchasing clothes.

Isabella West, founder and CEO at Zoa Rental and Hirestreet, said: “At Zoa we’re on a mission to transform the future of fashion. M&S is one of the largest clothing retailers in the UK with a reputation for quality and well-made clothes – their move into rental is a hugely positive step forwards for the fashion industry.

“True sustainability does not exist without accessibility. Rental fashion is more than just providing temporary access to designer items, it’s about giving consumers alternatives to traditional consumption and making the best use of the resources we have. I’m delighted to have M&S and Founders Factory on board as we power the sharing economy of the future.”


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