RENT INSTEAD OF BUY

"Circularity" is becoming increasingly important in the textile and fashion industries. Marc O'Polo takes a holistic approach to sustainability, which is why the company is testing new business models as well as circular processes throughout the product cycle. Currently, the company is trialling a 'fashion-for-rent' model in the Marc O'Polo online shop. For the technical and operational implementation, Marc O'Polo is collaborating with fashion rental platform Unown.

"In the future, sustainability will extend beyond raw materials and product manufacturing. Optimising the product's life cycle will also be crucial," says Maximilian Böck, CEO of Marc O'Polo SE. "As a premium casual lifestyle brand, we see a great opportunity for this business model, which originated in the high fashion industry, especially among the younger demographic who value using rather than owning. Our customers will be able to try out new pieces and easily explore the latest trends.”

Unown is the perfect partner for Marc O'Polo, and the companies are already collaborating. For over a year, Unown has offered a selection of Marc O'Polo womenswear for rent on its own platform.

"Since our launch in 2019, we have seen our model resonate strongly because it is sustainable, affordable and flexible,” says Linda Ahrens, Managing Partner of Unown. "That's why we wanted to take the next step and integrate the rental model into other online shops as well. Marc O'Polo went superbly from the very beginning. I'm delighted to see that they are now the first premium brand in the German market to offer renting in their own online shop with us."

As part of the ambitious trial, Marc O'Polo is now offering premium casual collections for rent in the online shop marc-o.polo.com as an alternative to purchasing. Customers can take advantage of the rental offer by clicking on the corresponding "Rent" button and selecting the desired time period. The options include 5 days, 2 weeks, 1 or 2 months, with the price varying according to the length of the rental. Afterwards, customers can either extend the rental period, buy the item or simply send it back. The garment will be professionally cleaned using environmentally friendly processes, including a service for any minor repairs, and made available for the next customer.

The rental model is based on the concept of sharing clothes rather than owning them. This increases the usage of products and makes more efficient use of valuable resources. According to studies, renting can allow for greater use per user and more users per product.

With more than 110 brand collaborations, Unown is one of the largest platforms providing a rental model for fashion. The company develops technology for e-commerce and retail to offer clothing and accessories using rental- and second-hand models.