When it comes to sustainability within the supply chain, Swedish fashion
brands are leading the way it comes to finding new ways to within the industry. As H&M launches a Filippa K has introduced a new concept to
encourage shoppers to ‘lease’ fashion rather than buying it straight off
the rack.
Named ‘Lease the Look’, the new concept offer Filippa K customers the
opportunity to rent unique runaway items from the brand’s new Spring-Summer
’16 collection, which was presented in Stockholm last week. Elin
Larsson, Filippa K’ sustainability manager believes the concept answers
a question faced by many retailers at the moment, namely: “How can we help
consumers create a more curated wardrobe; a wardrobe that is simple rather
than excessive?”
Filippa K encourages shoppers to share and care for their clothes with
‘Lease the Look’
To futher support the new initiative, Filippa K has launched a separate
platform at http://www.filippa-k.com/leasethelook, where shoppers can lease
certain items online from August 26 to the end of September. Pieces such as
the crimson leather biker jacket, or ankle-length cotton skirt can be
rented and shipped to Sweden, Denmark, Belgium, the Netherlands, Finland
and Germany for a 4 day lease period. However, as the lease items are
runway items they are only available in a small for women and medium for
men.
All items for lease can be rented for the symbolical price for 400 SEK, or
40 euros, which includes shipping, delivery and drycleaning. “Lease the
Look” is a continuation of Filippa K core sustainability concepts, which
include ‘Collect’ where customer were encouraged to return old Filippa K
garments to local stores in exchange for discount on new items and ‘Lease’,
which allowed customers in Sweden the chance to rent items for special
occasion at a discounted price.
Larsson adds that the new concept was developed to encourage shoppers to
share and care for their garments whilst “awakening the public interest for
alternative ways of consumption.” However, Filippa K also benefits from
the concept in other ways. “In return for us leasing the looks,” said
Larsson to the Telegraph, “[it] creates the opportunity for us to receive
feedback on the products themselves before they are produced and delivered
into stores.”
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