If You Don'T Buy It, You Can Change COS Clothes Every Day. H&M Will Try To Rent Clothes In China.

H&M, a fast fashion giant, is trying to launch the "renting" business in China.
About a month ago, it opened a new store in the Sergels Torg area of Sweden and announced the opening of rents to a small number of members.
In China's renting scheme, H&M chose its high-end brand COS and collaborate with the domestic renting brand.
The cooperation attempt in China will last for 3 months. After the lease expires, people who take part in the rents can choose to buy these items at a discount price.
Renting clothes has never been very popular in China.
Now H&M will join the game with the high popularity trump card COS. Will there be any change?
　　 01
In the most complex space
Let's first look at how H&M rents clothes in Sweden.
At the end of November, H&M opened a new concept store in Sergels Torg, Stockholm, where young people love the "compound space".
You can buy clothes, go tired, drink coffee, make manicure, and even tailor shops that provide tailoring. Of course, there is a special area to introduce new rents to people.
First of all, H&M is only open to the members to qualify for the lease, reducing the possible credit troubles.
Secondly, in Sweden, the price per rented is 350 SEK, converted to RMB around 250 yuan, and each member can rent 3 items at a time for a week.
Last but not least, the style that everyone is most concerned about is the opening of Conscious Exclusive environmental protection series launched by H&M since 2012, and some joint cooperation funds. They are basically party dress skirts and wedding dresses, which are not suitable for ordinary people's daily life.
The original unit price of this series is converted into RMB, which is about 400-2000 yuan per piece, which is higher than our impression of H&M unit price.
Members can make reservations on the Internet or try them in person, and there will be professional guides to provide collocation advice for you.
Customers are showing great interest in the brand new attempt of H&M. After all, there are various party occasions at the end of the year. The cost of buying a dress is much higher than that of renting.
But analysts with business models believe that there is no real sense of the human cost involved in leasing services from the point of view of price, and that this service is not highly valued.
02
Are you going to rent COS's clothes?
Hearing H&M open rental clothes, many people will have doubts: H&M clothes also need to rent?
But looking at it carefully, it is much more reasonable to open the rental brand in China, which is the high-end brand COS of H&M company.
COS, one of the most popular brands in H&M, is one of the most popular brands in the world. It has many fans in the world because of its simplicity and good price.
COS has both fashionable dress for everyday wear, and a solemn dress with a little higher price. Some exquisite accessories are also very attractive. Both men and women can have a graceful and styled design in the shop.
The COS of renting clothes is relatively good in fast fashion brands.
Marie Honda, managing director of COS, also said that durability is an integral part of COS's design concept. She also believes that COS's clothes will fit into the circulation of leasing.
At present, H&M has not published more details about Chinese renting clothes.
But for the domestic rented market which has been shuffled repeatedly, H&M's "big brand" cooperation support is undoubtedly a shot in the arm.
The Chinese rented brand without a major brand is actually very worrying.
The Bund Jun randomly chatted with some girls who had used the rented clothes App, and everyone's feedback focused on the style and cleanliness of the clothes. The whole was not very satisfied.
When Miss Zhou graduated from University, she bought a monthly card at a rental garment App and picked out a thin yarn quality garment.
A more intimate dress was sent to the two pits on the top of the coat rack, and it was hard to recover after wearing it.
Miss Zhou initially wanted to rent clothes App because of the annual meeting, but in fact, there were not many dresses and skirts on it. Compared to the old and new ones, she was more heartache because of the lack of style. Many so-called designer brands could not be found online.
She also felt that the time to send clothes was unfriendly to the office workers, all in the afternoon. If it was working day, she had to carry the clothes to the company.
She did not renew her fees for 299 yuan a month.
Jessica wanted to take a few beautiful photos of the skirt because she wanted to go to the island for vacation, so she tried some App, and found that the beautiful style was always "rented", and some clothes were described as "XX brand".
With the mentality of "coming and coming", it seems that a few pieces of rent are rented, and the dim colors and the out of shape versions are hard to believe that this is the clothes on the models.
Nicole was given a rental card for a platform by a friend. She saw a coat with the same brand in her closet, and she wanted to rent it.
As a result, the details and fabrics were different from the clothes purchased by her counter, and how much dessert would be doubtful. "Moreover, the quality of the new clothes is quite different from that of the old ones." She said.
When she returned, she borrowed a large striped shirt. After receiving it, she found that the part of her armpit had been washed away and the neckline was worn out.
"If you wear it yourself, this new and old level will really be lost." Nicole told me.
Moreover, for those who have already worked, the demand for "rent dress" is much higher than that of "rented daily clothes". The price of the dress is high and the utilization rate is low, and the rent will be cost-effective. Most people will choose to buy the daily clothes that need frequent wear.
If H&M can provide more such dress and pay attention to the needs of potential consumers for size and cleanliness, it is believed that brand power can bring a wave of customers.
　　 03
Renting clothes as a business
It's not simple.
From the vigorous development in 2015 to the peak of saturation, the domestic rented apparel market has gone through a round of shuffle.
A few years ago, most of the shared rents, magic wardrobe, love and worry, the clothes and so on shared rents company had been closed or transformed, leaving only the goddess pie, clothing two or three and other individual head companies.
For the online renting platform, retaining customers especially needs to be cautious. Early stage publicity, cleaning and disinfection, transportation speed and website display each link affects customer experience.
For clothes, they are leased 3-4 times a month and are basically scrapped after 30 rounds of circulation.
Clothing itself is a fast selling product. If it can not be leased in a short time, it will soon fall in price. It must be rented for several times before it can be returned to the market, but this is only an ideal state.
For the most important customers, they are always loathing the old clothes. This encourages the renting platform to constantly look for new styles and establish a perfect warehouse, washing and after-sale system.
Compared to the purchase of clothing, this is undoubtedly a major investment, but also the last straw to crush many camels.
H&M's attempt to rent clothes in China is part of exploring the "circular business model" and the transition to a "sustainable development economy".
Laura Coppen, executive director of H&M group, said that they will "learn while doing" in the leasing mode of China and Sweden, so as to understand whether the renting business will be accepted by the public, and more importantly, to explore the potential for sustainable development.
Today's fast fashion industry often carries negative news such as sweatshops, environmental protection and so on. H&M's renting attempt is a good way to transform.
The annual party season is coming. Will you try to rent a beautiful dress?