Why H&M is testing clothing rentals in China by lisettevoytko
that its higher-end COS clothing brand is teaming up with China’s YCloset, a fashion rental platform—a move that lets H&M enter a growing industry sector., which first reported the news.
YCloset is China’s largest clothing rental platform and boasts 15 million users who pay monthly subscription fees, andH&M, the world’s second-largest fashion group, also launchedrental business November 29 through its Stockholm flagship that is also a three-month trial. H&M’s foray into rentals comes as sustainable fashion becomes a more important factor in shoppers’ clothing purchasing decisions, according to aThe U.S. was responsible for 21 million pounds of discarded clothing in 2015,the Environmental Protection Agency, which reported that number was a significant increase from 4.6 billion pounds in 1980.
Reusing clothing, however, contributes to sustainability: Extending the life of one clothing item by three months contributes to a 10% reduction in its carbon, water and waste footprints,10%.
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