The Emergence of Clothing Rental: VOUCASAR and WAWWW Closet
In recent years, the trend of renting clothing has gained significant traction, driven by a combination of economic, environmental, and social factors. We spoke with the managers of two notable brands, VOUCASAR and WAWWW Closet, to gain insights into this emerging trend.
VOUCASAR
Established nearly twenty years ago, VOUCASAR offers a personalised service, focusing on tailored wedding dresses for an exclusive clientele seeking unique products. VOUCASAR’s high-end, customised approach caters to those willing to invest in a once-in-a-lifetime outfit, ensuring a perfect fit and bespoke experience.
WAWWW Closet
Launched in 2022, WAWWW Closet provides a more affordable option, offering a variety of clothing and accessories with less personalisation. Customers can browse the available models in physical stores, making the rental process straightforward and accessible to a broader audience.
Interviews with the Innovators
To gain insights into this emerging trend, we spoke with the managers of VOUCASAR and WAWWW Closet.
What drove the emergence of the trend of renting clothes?
- VOUCASAR: "It's one special day, and if there's a more economical option, the dream of getting a dress persists."
- WAWWW Closet: ''Circular economy is ingrained in our thinking. With social media making once-worn clothing 'seen', renting becomes a practical choice.''
Who is the primary audience for this service?
- VOUCASAR: "The younger audience who are aware of the near future.''
- WAWWW Closet: ''Initially, our generation (aged 20-30), but now it has spread to teenagers and our mothers' generation. It may expand to men in the future."
How does the rental audience differ from traditional buyers?
- VOUCASAR: "It's about purchasing power and investing in something versatile and useful in the near future.''
- WAWWW Closet: ''It's about openness to new ideas and financial choices. Some prefer owning for multiple uses, while others are drawn to the cost-effectiveness of renting."
Is this rental trend a passing fad or here to stay?
- VOUCASAR: "It's a more conscious and creative lifestyle, proving evolution is possible."
- WAWWW Closet: "It's here to stay. It benefits the environment, our wallets, and offers wardrobe variety. The rising cost of living will always favour renting over buying."
Can clothing rental address the 'fast fashion' problem?
- VOUCASAR: "Not entirely, but it's a viable solution for single-day dresses."
- WAWWW Closet: "Absolutely. It encourages producing less but of better quality."
"With social media making once-worn clothing 'seen', renting becomes a practical choice."
— WAWWW Closet
What barriers does the clothing rental business face?
- VOUCASAR: "Perfecting a detailed and personalised rental offering."
- WAWWW Closet: "Logistical challenges. Everything requires time and organisation."
Are people more open to trying different styles thanks to clothing rental?
- VOUCASAR: "Not necessarily, but people are more open to self-discovery."
- WAWWW Closet: "Absolutely! Many customers explore new styles because of the cost-effective nature of renting."
FOUNDER OF WAWWW CLOSET
Advice for starting a clothing rental business?
- VOUCASAR: "Do everything with love, consciousness, and responsibility."
- WAWWW Closet: "Create a unique concept with diverse styles. Organisation, responsibility, and positive client communication are vital. Approach with energy, offer consultation, and adapt to client needs."
CLIENT OF 'VOUCASAR'
DRESSES FROM ''VOUCASAR'' & ''WAWWW CLOSET''
Conclusion
Younger generations, significantly affected by inflation, are driving new avenues in the ceremonial clothing market. While clothing rental is not a perfect solution to oversupply, it represents a step towards a more sustainable future. If more clothing brands embrace this business model, it has significant growth potential, given the existing demand.
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