Twinset to launch ‘Pleasedontbuy’ clothes rental service in September

On Thursday, the Italian womenswear label introduced to the media in Milan a new clothes hire initiative called ‘Pleasedontbuy’.

“Like many others, our label is positioned in a market segment I define as ‘alternative luxury’. We were looking for a way of differentiating ourselves and standing out from the others, and not just in terms of style,” said Twinset boss Alessandro Varisco. “The idea came to me on December 19, watching a show on Netflix. Nowadays, you can rent anything, so why not offer the opportunity of renting high-quality, 100% made-in-Italy clothes directly from the producer?” he added.

 
From next September, Twinset will therefore install special sections dedicated to the Pleasedontbuy project at eight of its Italian monobrand stores, where the label will regularly feature capsule collections of clothes for special occasions such as ceremonies, birthday parties or job interviews. The clothes will cater especially to young, generation Z customers, who currently account for only 5% of Twinset’s clientèle.

According to Varisco, Pleasedontbuy has several advantages over traditional online clothes rental formulas: the clothes can be tried in-store, they come directly from the manufacturer and they are always laundered and in mint condition. Indeed, Twinset has set up, besides an ad hoc logistics organisation, also an internal laundry service and a seamstress studio for minor repairs.

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