Banana Republic is launching “Style Passport,” an online subscription service that provides unlimited access to its women’s apparel collection for a flat fee of $85 a month. The service will roll out at the end of September in the U.S., adding men’s apparel at a later date.
This new service announcement comes just weeks after Bloomingdales announced the launch of its own rental subscription service, “My List,” which is also expected to launch in September. CNBC reported that Macy’s is considering starting a subscription service as well, and Urban Outfitters rolled out its subscription service “Nuuly” in the spring.
“We’re constantly evolving with our customer, meeting her where she is shopping,” said Mark Breitbard, CEO and president of Banana Republic in a press release. “Style Passport will drive incremental revenue and help us connect with younger shoppers who appreciate great style and want an affordable, sustainable way to try new fashion.” “With this new service, we’ll gather valuable insights from a highly interactive customer base that can be used to design future product and experiences.”
“Style Passport” lets customers own fewer items while improving their wardrobe with fashion for every occasion. The monthly fee gives customers a chance to keep and purchase any of their choice. The service is a three-garment plan that includes free priority shipping, unlimited exchanges and returns, and complementary laundering services.
Banana Republic partnered with rental technology platform CasStle to develop Style Passport utilizing its white glove service to handle logistics. Banana Republic will begin to offer buy online, pick up in store beginning in the fall of 2019.