Burberry, but at a more affordable price? It’s possible thanks to a new partnership with My Wardrobe HQ, a British specialist in the rental and second-hand sales of luxury clothing. As a brand, Burberry wants to become more accessible and sustainable.
Second hand at premium prices
Fashion lovers can now rent or buy second-hand Burberry clothes: the British brand with its signature tartan is partnering with My Wardrobe HQ, which specialises in the rental of luxury brands. My Wardrobe HQ also sells pre-loved items.
Consumers can rent pieces of clothing and accessories for four, seven, ten or fourteen days, after which they can choose to buy or return the item. Interestingly, about half decide to keep it in the end, claims My Wardrobe HQ. Weekly rental prices range from 41 to 170 pounds (roughly 50 to 200 euros). Not a small price to pay, unless you know that a typical Burberry trench coat can cost up to 2,000 euros.
The rental service is currently only available in the UK, but shoppers in the rest of Europe can buy second-hand items. Unlike consumer platforms like Vinted, these garments mainly come directly from Burberry. Some items come from so-called VIP customers and My Wardrobe HQ shoppers, but in these cases, the authenticity and condition of each item are further verified. Second-hand prices start from £111 for accessories to £750 for the iconic trench coats.
Step towards a circular economy
“Our partnership with My Wardrobe HQ is complementary to our broader strategy to become climate positive by 2040, supporting the principles of a circular economy for luxury”, said Pam Batty, Burberry VP of corporate responsibility. In 2019, Burberry already partnered with the second-hand platform The Realreal, but so far, clothing rental has been dismissed as risky: luxury houses are afraid of compromising their exclusive image.
However, brands are starting to realise that they are better off taking the reins themselves, as second-hand sales promise to double in the next four years, growing 11 times faster than regular retail. The risk of counterfeiting or brand damage is greater if the luxury houses give consumers and other platforms free rein than if they were to curate themselves, it seems.
Paying attention to the image
My Wardrobe HQ hired a professional fashion photographer for the Burberry campaign, which makes the appearance more like luxury marketing than second-hand sales, according to Vogue Business. Forty per cent of profits from each Burberry transaction will also be donated to Smart Works. This UK charity provides disadvantaged, unemployed women with outfits for job interviews and training.
Second hand or leasing are also important ways to appeal to new, young customers who are not (yet) able to pay full price. Young people today are very sensitive to luxury fashion. My Wardrobe’s rental customers are, on average, between 25 and 35 years old, second-hand customers typically between 35 and 45. The fact that the luxury department store Harrods recently opened a pick-up and return point for My Wardrobe HQ proves that it is no longer a taboo.
