Retail

Banana Republic Unveils Women's Apparel Subscription Service

Banana Republic

To provide unlimited access to its collection of women’s apparel, Banana Republic unveiled its online subscription service called Style Passport. The company plans to roll out the offering to U.S. customers at the end of September and has the aim of adding apparel for men at a later time, according to an announcement.

“We’re constantly evolving with our customer, meeting her where she is shopping. Style Passport will drive incremental revenue, and help us connect with younger shoppers who appreciate great style and want an affordable, sustainable way to try new fashion.” Banana Republic CEO and President Mark Breitbard said in the company's announcement. “With this new service, we’ll gather valuable insights from a highly interactive customer base that can be used to design future product and experiences.”

Through the new offering, shoppers will be able to rent Banana Republic fashions for a single monthly fee and have the ability to purchase and keep any product. Style Passport offers an $85 charge for a plan of three garments that comes with unlimited exchanges and returns; complimentary laundering services; and free priority shipping. The retailer worked with rental technology platform CaaStle to develop Style Passport.

Banana Republic said it would work with the platform to “utilize its white glove service to handle logistics while delivering a seamless experience.” At the same time, the announcement noted that the retailer will also offer Buy Online, Pick Up in Store starting this fall.

The retailer also said that it is “committed to integrating sustainability throughout the business from sustainable fibers to environment-friendly practices. Style Passport provides an easy way for customers to own fewer items while improving their wardrobe with fashion for every occasion.”

Beyond Banana Republic, news recently surfaced that Bloomingdale’s is launching My List, which Macy’s CEO Jeff Gennette described in a recent earnings conference call as a “subscription rental service,” with CaaStle as a partner. He noted that the learnings will inform the development of a similar rental service at Macy’s in the near future.

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