OVER TWO THIRDS OF BRITS TO USE CLOTHING RENTAL COMPANIES THIS PARTY SEASON

Eco-conscious consumers are set to shun shopping trips in favour of renting their outfits this Christmas, a new study reveals.

The research, by VoucherCodes.co.uk1, examines attitudes towards clothes hire, with more than two thirds of Brits (69%) stating they would use rental services for special occasions like the upcoming festive season, up from 38% of UK consumers who have hired previously.

Sustainability is the leading factor for those who’ll use a rental service. A third (33%) of shoppers say it helps keep the feelings of guilt over fast fashion at bay, as they worry about the environmental impact of the industry. The fear of outfit repeating is real for 16% of shoppers who prefer renting as it eases their shame over wearing an outfit only once.

While the proportion of people set to rent clothes has risen, a number of Brits are still sceptical. Over one in three (34%) refuse to hire because the thought of pre-worn clothing grosses them out. However, hygiene isn’t the only barrier: the fear of damaging clothes is enough to put close to a quarter of Brits (23%) off the idea. Additionally, 21% are too embarrassed by the thought of others finding out they have rented rather than bought and potentially judging them.

For those who opt to buy over rent, the data shows Brits spend £204.36 on three new outfits each year for special occasions such as Christmas parties and weddings, and an alarming 12% will only wear an outfit once. Men are prepared to spend more getting ‘suited and booted’ on their perfect outfits at £76 per every brand-new look, versus the £61 spent by women. On the other hand, when it comes to renting their attire, Brits are willing to lay out £45 per outfit on average, costing them 35% less than buying a whole new look.