By Rotation, one of the UK’s most popular peer-to-peer fashion rental platforms, announced a partnership with ride-sharing app Uber on Wednesday.
From now until May 31st, Take turns Users in the UK can rent clothes from others in their neighborhood and deliver them via Uber within 60 minutes with a 10% discount. Although the discount applies to all users, the service is aimed at those who rent ski equipment. By Rotation said 30% of ski renters on its platform seek same-day pickup, and this partnership seeks to alleviate the hassle of renting bulky, expensive ski gear and having to carry it around.
Collaboration is fun and timely. Previously, By Rotation partnered with Airbnb to provide wedding dress rentals to guests attending destination weddings. It was another creative collaboration that sought to meet consumers where they are. Right now, ski wear has become as much of an internet fashion icon as a sport remains popular hobby across Europe.
Eshita Kabra-Davies, founder and CEO of By Rotation, told TechCrunch that the partnership came from “listening to our community” and that the company realized that while consumers love how sustainable clothing rentals can be, they also wanted the “speed and convenience of e-commerce.”
“With one in four rentals made within 48 hours of an event, logistics were the ultimate friction point,” he said. He called this “emergency economy” or the moment of “satoric panic” when someone realized they needed an outfit immediately. Usually, when this moment comes, a person has to run out to do a “panic buy” for a new outfit. “We wanted to change that behavior by removing the one thing that was getting in the way – the logistics,” Kabra-Davies said.
The partnership with Uber is moving consumers from “fast fashion” to “slow fashion,” he said. Fashion remains one of the most polluting industries in the world. As a result, the sharing economy—or the circular economy—it has become popular among the youth they are looking for more sustainable and often more affordable ways to buy clothes.
When users who rent in their neighborhoods go to the app’s checkout page, they’ll be prompted via a pop-up banner to use Uber Courier, where the rollover discount will automatically be applied.
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“It gives our community the luxury of choice; they can now secure a high-quality, high-value piece over a disposable garment, simply because it can get to their door just as quickly.” Cabra-Davis continued.
Kabra-Davies launched By Rotation in 2019 and has scaled it into one of the largest peer-to-peer rental platforms in the world. The platform has more than 1 million users (including songwriter Ellie Goulding), he said, and manages more than $100 million worth of luxury inventory. With this, the company has expanded beyond a fashion rental platform, Kabra-Davies said.
“A strong example is one of our top lenders who actually used her wardrobe earnings to finance her IVF journeywhich led to successful surrogacy,” he said. The brand then hopes to continue building the “world’s largest shared wardrobe.” It has already launched in New York and is eyeing the UAE. “Our ambition, like Uber’s, is global,” Kabra-Davies said. “We want to make the ‘rotating wardrobe’ the default way to consume everywhere.
