Virtual store tours, frequent ironing and contactless delivery: How clothing rentals are coping with COVID-19

Before the pandemic struck, clothing rentals were being embraced for their easy access to trends, in a world where repeating clothes, especially on Instagram, was increasingly becoming ‘unfashionable’. With the coronavirus-induced lockdown, however, social gatherings, weddings and travel plans were indefinitely delayed, and most businesses came to a grinding halt.Now since weddings with small gatherings are allowed to take place, clothing rentals seem positive. “We see this as an opportunity as consumers are now more focused on going economical considering the uncertainty,” says Laveena Laitonjam, founder, Rent An Attire.
However, worried consumers ask, “Is it safe to rent clothing during coronavirus?” To convince people to share clothes has been a challenge since the inception of clothing rentals. But the key players in the biz accept that hygiene concerns have peaked now and that they’re taking utmost care in ensuring everybody wears masks, and temperature checks, physical distancing and sanitisation at their stores and warehouses are taking place.
Virtual store tours have become a part of the clothing rentals experience in the new normal (Location courtesy: DateTheRamp, Delhi)
Contactless deliveries and greater transparency to boost consumers’ confidence
“We are doing contactless deliveries, and our stores and warehouses are sanitised twice daily”, says Laveena. Chinmoy Panda, founder and CEO, DateTheRamp, says, “At our store, we do private viewing by appointment only. Video call experience is encouraged. We are also asking for ‘one day earlier’ delivery acceptance, so that customers can keep their order untouched for a day.”
Ironing, regular sanitisation, contactless deliveries and greater transparency in place to boost consumers’ confidence (Location courtesy: DateTheRamp, Delhi)
Aanchal Saini, CEO, Flyrobe, says, “Every time there’s an order, the garment goes through excessive ironing after alterations.” It is also ensured that a customer’s package remains untouched, and therefore, “it is packed in a zip bag and that zip bag is then put in a carton and delivered.”
“All our outfits go through wet or dry cleaning and a steaming process with heat over 275 °F, which is known to kill any flu-related virus,” says Sanchit Baweja, co-founder of Stage3.
Fashion rentals also realise that as their commitment to safety norms and hygiene is being tested, and establishing transparency could boost consumers’ confidence. “We constantly show the cleaning process to our customers and take them behind the scenes through our social media. Our executives are available to answer any question or address any concern that customers may have,” says Sanchit.
'Demand has not died, it has only shifted to the future'
While uncertainty looms, clothing rentals are already seeing positive signs of recovery. Aanchal says that the number of players in the rental biz is certain to go up. She says, “We get a lot of enquiries from those in the ethnic business who’re looking to enter the rental business.” Perhaps more so, as the change in consumer behaviour and consumption pattern, says Sanchit, “will make people want to reduce their carbon footprint on the planet, and hence explore renting outfits they hardly repeat”.
Chinmoy believes that though there will be “blips on the radar like 2020”, the future is not grim. He says, “Social gatherings drive our demand and since those are postponed, our demand is shifting to the future. It’s the same as what’s happening to our lives - our todays are shifting to tomorrow!”
Safety norms being followed by clothing rentals