While the world has been living in sweats and leggings since a global pandemic shut down workplaces and retail spaces, nearly half of consumers miss getting dressed for a day or night out on the town.
That’s according to Walmart-owned plus-size retailer Eloquii, which launched its new clothing rental platform this week alongside data from a survey of 1,000 U.S. female shoppers who wear sizes 14-28. Designed to give the plus-size consumer the ability to augment her wardrobe with a rotation of garments, Eloquii Unlimited prioritizes style for the woman who the industry has underserved for years.
For $79 a month, renters have access to a trend-forward assortment of dresses, tops, bottoms and jackets. Powered by technology from rental logistics platform CaaStle, each Eloquii Unlimited box comes with four items, and subscribers can keep the styles for as long as they like. Or, they can send them back in a pre-paid postage box and receive a box full of new wares right away.
According to Eloquii, the potential for back-to-back box exchanges means that there are no gaps in receiving new product, and no outfit needs to be worn twice. Consumers have the option to purchase treasured pieces at a discount.
Eloquii Unlimited is currently adding new styles to its collection up to twice a week, the company said, and the clothing is subjected to extensive cleaning and sanitation processes based on recommendations from the Centers for Disease Control and Prevention.
Despite the coronavirus’ major impact on everyday life events like work and socializing, the brand’s shopper survey saw more than 40 percent of female consumers demanding variety in their wardrobes so they don’t have to repeat outfits.
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Fit was the No. 1 consideration for respondents, and 80 percent said they saw a rental subscription as the key to finding appealing clothing in their size.
The majority of shoppers, at 65 percent, said they saw value in subscribing to a rental service in the near future, because most still feel that it’s important to look put together and polished—even during a pandemic.
Multi-brand rental platforms including Urban Outfitters-owned Nuuly and Rent the Runway offer a size-inclusive assortment, though options narrow considerably for women seeking out clothing sizes larger than a 14 or 16. A monobrand offering like Eloquii Unlimited might sidestep some of the frustration plus-size women often encounter when shopping in a world designed for S, M and L.
In July, Amazon’s influencer-led fashion program, The Drop, expanded its size range for future offerings, beginning with a collection from blogger Caralyn Mirand. The collection, which was available in sizes XXS-3X, launched the e-tail giant’s foray into inclusive sizing for its capsule collections, which “drop” every few weeks and are available for just 30 hours.
Addition reporting by Jessica Binns.