How a new entrant navigates a crowded subscription market

Urban Outfitters’ announcement that it was moving into the world of fashion for rent about a month ago was surprising — and also not. The offering itself is somewhat familiar to apparel market watchers who have watched the evolution of the rental clothing box industry over the last half-decade.
The service, to be called Nuuly when it debuts later this summer, gives consumers the option to pick up six items a month for a fee of $88, wear them, and return them to pick up their next six.  The value of the offering, by Urban Outfitters’ estimates, represents about $800 in value monthly.  Consumers will also have the option of purchasing the outfits they want to keep — though the mechanics of that and whether or not it will involve a discount are still up in the air. Read more…