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The desire to be new was a major concern for most of the early 20’s. Whether it was for a special occasion or for a dinner party, it was a pleasure to buy something new. But, as I progressed in my strategy, my interest in new trends shifted to social consciousness into shopping – and for very good reasons. According to the NGO Climate Action Program Climate Action, we spend about m 140mn a year in the UK.
It gives us more time to reflect on the epidemic and to see how fast fashion can be produced. Most of us have a laid back attitude when it comes to painting a picture about ourselves.
Peer-to-peer clothing rental has become increasingly important, leading to a more ethical shift in fashion. In the pre-epidemic, the idea of renting clothes to someone you do not know may be useless. We feel how we work and live now. According to Westfield’s “How to Buy Back,” UK consumer demand for clothing has grown by 22 per cent to 27 per cent in 2020, a year later. The consumer predicts that the desire to rent more than property will increase, and will continue to be subject to further changes to the lease – as a way of life, not just occasional choice.
Former investment analyst Ishita Kabra-Davis saw this change – and identified the opportunity. She was shocked by the fabric stains she saw on her Rajasthan honeymoon in India. A.D. In 2019, she founded the Rotation, a social fashion rental and resale platform. Before she went into full-time work, she had been sidelined for about six months.
The app, also called Rotation, has a fast-growing community of over 300,000 lenders and tenants in the UK to share more than 35,000 items with their partners. From popular brands such as Gani, Rickso and Jacques, to veterans like Chanel and Fendi – the platform (dubbed the “Fashion Rent Instagram”) has a combined cost of more than ሚሊዮን 13 million at retail. It is similar to the Erbinbi principle, but for clothing, it has a new perspective on fashion consumption and sustainability if there is no container management. It opposes traditional fashion rental by moving away from capital-based, logistics-intensive and retail-oriented approaches.
In Rotation’s tagline “Mine is yours,” it shows an all-encompassing perspective. Although the brand has famous routers such as TV presenter Stacey Duli, athlete Dina Asher-Smith and knight model Amelia Winser, anyone can make money with their writing style. “They don’t have to be fashion bloggers, influencers or celebrities – they can only be one person. [who is] They are known for their taste buds and good manners in the circle of friends, ”explains Kabra-Davis.
Clothing rental is still relatively new in the UK (compared to the pioneer US platform Rent the Runway) but the app is a secondary source of revenue for many users, with some major lenders earning £ 2,500 a month. Kabra-Davis cites the example of a person who is unable to return to work due to childcare costs.
By Rotation has recently raised $ 3 million (£ 2.55mn) in seed fund. Clothes can be pasted, but they can also be exchanged in person, so the beginner hopes to grow communities in Manchester, Birmingham and the United States in New York.
As the rental model grows and global market share is expected to reach $ 1.5tn by 2024, a BCC study shows, many brands and traditional retailers want to enter. Reality TV show Island of Love He announced a partnership with eBay to dress up the contestants. Our disposable attitude toward fashion seems to be in its final stages.
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