Hotels and fashion brands are tapping into this “bag-free, hassle-free” trend and teaming up to offer pay-as-you-go convenience for busy travellers.
Millennials are leaving their suitcases at home when they travel, preferring to rent clothes and shoes when they reach their destination, reveals the WTM Global Trends Report 2016, released in association with Euromonitor International.
Hotels and fashion brands are tapping into this “bag-free, hassle-free” trend and teaming up to offer pay-as-you-go convenience for busy travellers.
The WTM Global Trends Report reveals the trend has followed the rise of the sharing economy, which has seen renting become more acceptable – and it’s moving beyond cars and holiday apartments.
The research points to pioneers such as Starwood’s Westin brand which rents running clothes and shoes to guests for US$5.
Start-up ventures have entered the arena with companies such as unPack offering a suitcase of clothes to rent for hotel and Airbnb guests.
Fashion store Pimkie has installed “Mini Fashion Bars” in hotels in Antwerp, Brussels, Milan and Paris, with clothes available to buy via a mini-bar style service.
Virgin Hotel Chicago has a concierge service which allows guests to purchase clothes from Gap and have them delivered to their room.
The report says millennials – those born after 1980 – tend to be the most enthusiastic consumers of clothing rental services.
Renting means millennials can wear luxury fashion brands that would be out of their price range if they had to buy them.
“Fashion concierges” are emerging, with New York’s Dream Downtown Hotel employing a stylist to fill a wardrobe of clothes for guests to try on and purchase if they wish.
New York hotels have also seen sneaker concierges, who will find rare footwear for guests to buy, and a bikini concierge tasked with advising on matching styles.
World Travel Market, senior director, Simon Press said, “The clothes rental trend has implications beyond travel as it offers great potential to the fashion industry.
“Savvy clothes designers and retailers can reach out to a large captive audience.”