For a brand that is already considered fast fashion, will a clothing rental service work? It seems like Rent the Runway is the leader in this business model, but I used to think that was because their pieces were high end. Starting out first as a rental for gowns, they have now shifted to regular everyday clothing. If H&M can tackle the same, then it could actually work for them!

How it works: members of the brand’s loyalty program will have access to 50 pieces that they can rent for a period of time. For now, this will only be launched in Sweden for $37/week. After a three-month trial period, the brand will then assess how the program is working. H&M was the staple of my college years and post-college in the business formal working environment. Since then, I haven’t shopped there much except for perusing the sales, but readers, if this were offered in the states, would you try it?

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