The COVID-19 pandemic’s impact has threatened the long-term viability of rental fashion and raised questions of whether the business model is as financially viable as other circular business models that have similarly been touted for future industry-wide use.
The coronavirus has massively influenced the way people have chosen to dress, as many will have spent large parts of their year at home. In October, Primark highlighted how its suit sales had plummeted whilst pyjamas had comparatively proven popular.
It’s forced rental fashion providers to think on their feet if they were to stand any chance of making it through what has been an unpredictable year for all.
