December 15, 2024

Renting Clothes Instead of Buying: A Rising Trend in Japan

An increasing number of individuals are choosing to rent clothing instead of buying it, motivated by convenience, savings, and environmental considerations. This trend is particularly noticeable among local consumers and visiting tourists, broadening the way people engage with fashion fashion.

A favored choice for incoming tourists is "Any Wear, Anywhere," a Sumitomo Corporation service that enables visitors to rent clothing during their time in Japan. Customers simply choose five tops and three bottoms online, provide their travel information, and proceed with payment, after which their selected garments are delivered to their hotel or place of stay. This service utilizes surplus inventory. Introduced in 2023, the service has gained significant popularity among tourists from North America (43%) and Asia (30%). Travelers have provided positive feedback, highlighting the convenience and eliminating the need to purchase clothing for brief stays. Available sizes include XS to 3XL for adults and 80–160 cm for children.

Home Styling: AirCloset's Monthly Rentals Service

AirCloset provides a monthly clothing rental service featuring outfits curated by professional stylists tailored to user preferences. Subscription plans start at ¥7,980 for three outfits per month and go up to ¥13,980 for five. With the "Regular Plan" priced at ¥10,980, customers can swap items as frequently as they desire. This service is especially favored by women in their 30s and 40s, particularly busy mothers, due to its convenience. Additionally, customers have access to styling advice and can effortlessly return clothes through a delivery service.

Luxury Fashion and Art Rentals: "Another Address"

For fashion enthusiasts seeking premium options, "Another Address"—a service provided by Daimaru Matsuzakaya Department Stores—offers rentals from more than 300 luxury brands, such as Ralph Lauren and Marni. Customers can rent garments, accessories, and even artwork. Popular choices include the "Standard Plan" (¥12,430 for three items per month) and the "Standard Plus Plan" (¥22,000 for five items per month). As consumer habits change, renting clothing and accessories is increasingly favored.