H&M Group’s higher-end apparel brand Cos will soon be renting out clothes in China.
The fast fashion giant from Sweden has partnered with rental platform YCloset to run a 3-month trial so as to explore the circular business model.
And it’s sustainable too! Once the rental period ends, the customers can purchase the clothes at a lesser price and thus use them again.
Further on this, Marie Honda, MD, Cos said that brand’s quality will lend itself well to the rental system.
Cos, which began 12 years back, has been known for its everlasting designs.
H&M Group said that 15 million registered users of YCloset will help the group understand more about their customers in China and also their demographics.