French label Ba&sh’s new store in New York allows shoppers to borrow the brand’s clothes at no cost, as long as they are returned after the weekend.
The 1,700-square-foot space, located in Soho, aims to act as a “dream closet” and position the brand as a friend the customer can borrow clothes from whenever they have a special event. Customers borrowing clothes can only do so every Friday between 5-7pm, and they must be returned by Monday at 7pm.
The opening is part of a bigger expansion strategy from the company in the North American market, as well as a customer engagement push that includes a series of permanent in-store activities.
“It’s an experiential store, the first one designed to thoughtfully elevate the existing experience to a new level. The store was a natural evolution. Our brand has always been rooted in special relationships,” said global CEO, Pierre-Arnaud Grenade, to WWD.
The brand, which currently operates 200 stores globally but only five in the US, hopes the new space also works for customer awareness and acquisition – by making clothes available to rent free of charge, it allows customers to discover the brand more easily. For this launch, a pop-up area will promote other French brands who have no US presence, such as jewelry label Atelier Paulin and luxury candlemaker Baobab.
The space will also offer a series of events that encourage customers to bring a friend, such as monthly supper clubs, weekly French lessons (of which 75% of the cost is subsidized by the brand), weekly complimentary French breakfast and a children’s play area so customers can shop in peace.
As part of the strategy, the brand’s e-commerce team has also relocated to the city. Currently, 20% of the brand’s US sales are completed online, which is higher than the rest of the world.
The moves comes as consumers increasingly look to the notion of the sharing economy – borrowing or renting items rather than having ownership of them. It’s through this that businesses including Rent the Runway have grown in relevancy in today’s market. One fifth of millennials reportedly now say they would consider renting clothing, according to Hammerson and Verdict.
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