of the United Kingdom’s capitol city.
Welcome back to The London Brief. This column for Future Commerce is brought to you by retail technology expert, author, and analyst Miya Knights, a Future Commerce Expert Network member.
Fashion trends come and go. But one that will be perpetually en vogue as long as ethically driven cultural and commercial interests coexist is conscious consumption.
For decades, fashion-savvy Londoners have known that the real treasures aren't found in Bond Street's gleaming boutiques, but in the weekend bustle of Portobello Road's vintage stalls. Now, a digital-first startup is elevating this distinctly British tradition of secondhand discovery into something remarkably new: a five-story Mayfair townhouse where that Givenchy gown you coveted on Net-a-Porter last season might be hanging next to Helen Mirren's archived McQueen.
Rent the Runway needed venture capital millions to convince shoppers that borrowed luxury could be chic; Britain's fashion rental revolution is emerging exactly as you'd expect in a country where vintage-hunting is practically a national sport: through savvy independent disruptors who understand that sustainable fashion needn't sacrifice style or status. Where American retail relies on corporate muscle to shift consumer behavior British fashion culture has long embraced the thrill of the secondhand find.
The People's Prada
It's this grassroots appetite for fashion discovery that By Rotation is banking on—though with a distinctly upmarket twist.
By Rotation is a platform that's less a fashion rental app and more cultural movement. With 200,000 Instagram followers and counting, it's taken the British knack for mixing high-street finds with luxury labels and reimagined it for the digital age. Their vision isn't just about creating the world's largest shared wardrobe—it's about making sustainable fashion as natural to Londoners as a Sunday afternoon at the outdoor thrifts.
Indeed, the future of sustainable fashion is increasingly circular, with rental and resale platforms leading the charge. While digital pioneers like RtR, Amoire, Hurr, and Vinted have blazed the trail on both sides of the Atlantic, traditional retailers from Patagonia to Shein are now joining the circular economy—though with varying degrees of authenticity.
Further testament to circularity finding growing traction among shoppers is that mainstream retailers are jumping on the bandwagon with the launch of multiple resale initiatives in recent months by those as diverse as Patagonia and Nordstrom to ASOS and Shein.
Mayfair Moves
US and UK consumers have been able to rent and purchase luxury apparel and accessories via By Rotation’s fashion rental and resale app for years. But now, it has brought its circular commerce vision into the real world, opening a sustainably curated pop-up store in London at the end of October 2024.
The grand unveiling of its first-ever pop-up, “House of ByRo,” marks By Rotation’s fifth birthday. The company, which includes partners such as Alexander McQueen, Gucci, and Tom Ford on its platform, describes its new store in the heart of London’s Mayfair as “the largest fashion rental pop-up ever.” A bold claim!
Housed in a five-storey townhouse, the extensive pop-up is marketed as a place for its community of “Rotators” to meet in real life, browse and rent preloved designer fashion at a fraction of the price when new, and purchase resale and lifestyle items in-store. However, the retailer has gone to great lengths to ensure its store aesthetic and experience are anything but second-hand.
The fashion rental store at 31 Brook Street opens Wednesday through Sunday from 12 to 6 p.m., offering a specially curated rental edit from coveted celebrities, tastemakers, and brands, including Dame Helen Mirren, Ellie Goulding, Huntsman Savile Row, Khanums, and more.
In a first-time collaboration for the resale brand, it has partnered with Huntsman Savile Row to bring an archival collection from the luxury menswear company to market. Customers can rent the collection on the By Rotation app and try on the pieces at the House of ByRo.
Digital Swagger
Capitalizing on the so-called ‘Golden Quarter’ of sales and gift-giving, the pop-up’s customers can browse occasionwear in-store and try items before renting them. Think 16Arlington, Taller Marmo, Solace London, Dior, and many more. Select resale items, jewelry, and soft furnishings are also available to buy.
Building on the brand’s sustainable credentials, the opening is part of local government Westminster City Council’s ‘Meanwhile On’ project. Placemaking consultancy Someday Studios, which transforms underused spaces into vibrant destinations that empower creative entrepreneurs, has supported By Rotation in bringing the store to life.
The pop-up has also been thoughtfully curated with a focus on community and designed with support from several eco-friendly partners. By Rotation partnered with London-based Homebound Furniture Rental for the fit-out, which has furnished the pop-up’s studio spaces and fitting rooms.
Meanwhile, low volatile organic compounds (VOC) paintmaker Lick helped add a dash of color inside the fitting rooms, and bespoke interior renovator Ben Russell Interiors contributed to updating the space.
In a nod to its digital heritage, the pop-up designers knew they had to do something to make the shopping experience uniquely Instagrammable. By Rotation’s brand colors are featured in the fitting rooms, with Colours of Arley bringing the retailer’s vision to life with bespoke striped fabric. The vibrant curtains are made from recycled plastic and custom-made for the space.
They have also added a swamp green and sycamore chaise on the lower ground for in-house photoshoots (pictured), where the retailer comments in a blog about the launch that “sequins look incredible here.”
The New Guard
The fashion rental pop-up sits alongside other high-end retail in London’s luxury district of Mayfair, elevating fashion for hire. The window display spells out this message with the tagline “What’s mine is yours” above the description of By Rotation as “the world’s largest shared wardrobe.”
The store is open until 31 December 2024. But, it complements By Rotation’s existing business, which includes community events to help its circular shoppers find their style match.
Building on the brand’s purpose, its focus on sustainability enables it to boast that its community saved over 100k meters of textile waste from going to landfills last year. It also empowers customers to access new revenue streams, where top lenders can earn as much as £5,000 ($6,376) a month renting out their wardrobes.
It also prides itself on offering convenience, whereby Rotators can get same-day collections in their local area and next-day delivery, catering to the need for immediacy and flexibility that aligns with the fast pace of modern life. This logistical advantage can also help facilitate the circular fashion economy that By Rotation champions, as it minimizes downtime between rentals, ensuring garments are worn and enjoyed by as many people as possible before they reach their end of life.
Most crucially, this brick-and-mortar experiment serves as a gateway to By Rotation's digital ecosystem, completing a perfect circle of commerce that begins and ends with conscious consumption. It's a fitting paradox: a digital platform using physical space to promote virtual sharing—a thoroughly modern solution to fashion's age-old sustainability problem.
____________
Miya Knights has over 25 years’ experience as a retail technology analyst, editor, author and consultant. She owns and publishes Retail Technology magazine and has co-authored two best-selling books about Amazon and Omnichannel Retail. Miya is a consultant and advisor to several technology companies, judges various industry awards, and is a member of the Retail Influencer Network, Customer Strategy Netwo,rk, and the KPMG Retail Think Tank.
Welcome back to The London Brief. This column for Future Commerce is brought to you by retail technology expert, author, and analyst Miya Knights, a Future Commerce Expert Network member.
Fashion trends come and go. But one that will be perpetually en vogue as long as ethically driven cultural and commercial interests coexist is conscious consumption.
For decades, fashion-savvy Londoners have known that the real treasures aren't found in Bond Street's gleaming boutiques, but in the weekend bustle of Portobello Road's vintage stalls. Now, a digital-first startup is elevating this distinctly British tradition of secondhand discovery into something remarkably new: a five-story Mayfair townhouse where that Givenchy gown you coveted on Net-a-Porter last season might be hanging next to Helen Mirren's archived McQueen.
Rent the Runway needed venture capital millions to convince shoppers that borrowed luxury could be chic; Britain's fashion rental revolution is emerging exactly as you'd expect in a country where vintage-hunting is practically a national sport: through savvy independent disruptors who understand that sustainable fashion needn't sacrifice style or status. Where American retail relies on corporate muscle to shift consumer behavior British fashion culture has long embraced the thrill of the secondhand find.
The People's Prada
It's this grassroots appetite for fashion discovery that By Rotation is banking on—though with a distinctly upmarket twist.
By Rotation is a platform that's less a fashion rental app and more cultural movement. With 200,000 Instagram followers and counting, it's taken the British knack for mixing high-street finds with luxury labels and reimagined it for the digital age. Their vision isn't just about creating the world's largest shared wardrobe—it's about making sustainable fashion as natural to Londoners as a Sunday afternoon at the outdoor thrifts.
Indeed, the future of sustainable fashion is increasingly circular, with rental and resale platforms leading the charge. While digital pioneers like RtR, Amoire, Hurr, and Vinted have blazed the trail on both sides of the Atlantic, traditional retailers from Patagonia to Shein are now joining the circular economy—though with varying degrees of authenticity.
Further testament to circularity finding growing traction among shoppers is that mainstream retailers are jumping on the bandwagon with the launch of multiple resale initiatives in recent months by those as diverse as Patagonia and Nordstrom to ASOS and Shein.
Mayfair Moves
US and UK consumers have been able to rent and purchase luxury apparel and accessories via By Rotation’s fashion rental and resale app for years. But now, it has brought its circular commerce vision into the real world, opening a sustainably curated pop-up store in London at the end of October 2024.
The grand unveiling of its first-ever pop-up, “House of ByRo,” marks By Rotation’s fifth birthday. The company, which includes partners such as Alexander McQueen, Gucci, and Tom Ford on its platform, describes its new store in the heart of London’s Mayfair as “the largest fashion rental pop-up ever.” A bold claim!
Housed in a five-storey townhouse, the extensive pop-up is marketed as a place for its community of “Rotators” to meet in real life, browse and rent preloved designer fashion at a fraction of the price when new, and purchase resale and lifestyle items in-store. However, the retailer has gone to great lengths to ensure its store aesthetic and experience are anything but second-hand.
The fashion rental store at 31 Brook Street opens Wednesday through Sunday from 12 to 6 p.m., offering a specially curated rental edit from coveted celebrities, tastemakers, and brands, including Dame Helen Mirren, Ellie Goulding, Huntsman Savile Row, Khanums, and more.
In a first-time collaboration for the resale brand, it has partnered with Huntsman Savile Row to bring an archival collection from the luxury menswear company to market. Customers can rent the collection on the By Rotation app and try on the pieces at the House of ByRo.
Digital Swagger
Capitalizing on the so-called ‘Golden Quarter’ of sales and gift-giving, the pop-up’s customers can browse occasionwear in-store and try items before renting them. Think 16Arlington, Taller Marmo, Solace London, Dior, and many more. Select resale items, jewelry, and soft furnishings are also available to buy.
Building on the brand’s sustainable credentials, the opening is part of local government Westminster City Council’s ‘Meanwhile On’ project. Placemaking consultancy Someday Studios, which transforms underused spaces into vibrant destinations that empower creative entrepreneurs, has supported By Rotation in bringing the store to life.
The pop-up has also been thoughtfully curated with a focus on community and designed with support from several eco-friendly partners. By Rotation partnered with London-based Homebound Furniture Rental for the fit-out, which has furnished the pop-up’s studio spaces and fitting rooms.
Meanwhile, low volatile organic compounds (VOC) paintmaker Lick helped add a dash of color inside the fitting rooms, and bespoke interior renovator Ben Russell Interiors contributed to updating the space.
In a nod to its digital heritage, the pop-up designers knew they had to do something to make the shopping experience uniquely Instagrammable. By Rotation’s brand colors are featured in the fitting rooms, with Colours of Arley bringing the retailer’s vision to life with bespoke striped fabric. The vibrant curtains are made from recycled plastic and custom-made for the space.
They have also added a swamp green and sycamore chaise on the lower ground for in-house photoshoots (pictured), where the retailer comments in a blog about the launch that “sequins look incredible here.”
The New Guard
The fashion rental pop-up sits alongside other high-end retail in London’s luxury district of Mayfair, elevating fashion for hire. The window display spells out this message with the tagline “What’s mine is yours” above the description of By Rotation as “the world’s largest shared wardrobe.”
The store is open until 31 December 2024. But, it complements By Rotation’s existing business, which includes community events to help its circular shoppers find their style match.
Building on the brand’s purpose, its focus on sustainability enables it to boast that its community saved over 100k meters of textile waste from going to landfills last year. It also empowers customers to access new revenue streams, where top lenders can earn as much as £5,000 ($6,376) a month renting out their wardrobes.
It also prides itself on offering convenience, whereby Rotators can get same-day collections in their local area and next-day delivery, catering to the need for immediacy and flexibility that aligns with the fast pace of modern life. This logistical advantage can also help facilitate the circular fashion economy that By Rotation champions, as it minimizes downtime between rentals, ensuring garments are worn and enjoyed by as many people as possible before they reach their end of life.
Most crucially, this brick-and-mortar experiment serves as a gateway to By Rotation's digital ecosystem, completing a perfect circle of commerce that begins and ends with conscious consumption. It's a fitting paradox: a digital platform using physical space to promote virtual sharing—a thoroughly modern solution to fashion's age-old sustainability problem.
____________
Miya Knights has over 25 years’ experience as a retail technology analyst, editor, author and consultant. She owns and publishes Retail Technology magazine and has co-authored two best-selling books about Amazon and Omnichannel Retail. Miya is a consultant and advisor to several technology companies, judges various industry awards, and is a member of the Retail Influencer Network, Customer Strategy Netwo,rk, and the KPMG Retail Think Tank.
Welcome back to The London Brief. This column for Future Commerce is brought to you by retail technology expert, author, and analyst Miya Knights, a Future Commerce Expert Network member.
Fashion trends come and go. But one that will be perpetually en vogue as long as ethically driven cultural and commercial interests coexist is conscious consumption.
For decades, fashion-savvy Londoners have known that the real treasures aren't found in Bond Street's gleaming boutiques, but in the weekend bustle of Portobello Road's vintage stalls. Now, a digital-first startup is elevating this distinctly British tradition of secondhand discovery into something remarkably new: a five-story Mayfair townhouse where that Givenchy gown you coveted on Net-a-Porter last season might be hanging next to Helen Mirren's archived McQueen.
Rent the Runway needed venture capital millions to convince shoppers that borrowed luxury could be chic; Britain's fashion rental revolution is emerging exactly as you'd expect in a country where vintage-hunting is practically a national sport: through savvy independent disruptors who understand that sustainable fashion needn't sacrifice style or status. Where American retail relies on corporate muscle to shift consumer behavior British fashion culture has long embraced the thrill of the secondhand find.
The People's Prada
It's this grassroots appetite for fashion discovery that By Rotation is banking on—though with a distinctly upmarket twist.
By Rotation is a platform that's less a fashion rental app and more cultural movement. With 200,000 Instagram followers and counting, it's taken the British knack for mixing high-street finds with luxury labels and reimagined it for the digital age. Their vision isn't just about creating the world's largest shared wardrobe—it's about making sustainable fashion as natural to Londoners as a Sunday afternoon at the outdoor thrifts.
Indeed, the future of sustainable fashion is increasingly circular, with rental and resale platforms leading the charge. While digital pioneers like RtR, Amoire, Hurr, and Vinted have blazed the trail on both sides of the Atlantic, traditional retailers from Patagonia to Shein are now joining the circular economy—though with varying degrees of authenticity.
Further testament to circularity finding growing traction among shoppers is that mainstream retailers are jumping on the bandwagon with the launch of multiple resale initiatives in recent months by those as diverse as Patagonia and Nordstrom to ASOS and Shein.
Mayfair Moves
US and UK consumers have been able to rent and purchase luxury apparel and accessories via By Rotation’s fashion rental and resale app for years. But now, it has brought its circular commerce vision into the real world, opening a sustainably curated pop-up store in London at the end of October 2024.
The grand unveiling of its first-ever pop-up, “House of ByRo,” marks By Rotation’s fifth birthday. The company, which includes partners such as Alexander McQueen, Gucci, and Tom Ford on its platform, describes its new store in the heart of London’s Mayfair as “the largest fashion rental pop-up ever.” A bold claim!
Housed in a five-storey townhouse, the extensive pop-up is marketed as a place for its community of “Rotators” to meet in real life, browse and rent preloved designer fashion at a fraction of the price when new, and purchase resale and lifestyle items in-store. However, the retailer has gone to great lengths to ensure its store aesthetic and experience are anything but second-hand.
The fashion rental store at 31 Brook Street opens Wednesday through Sunday from 12 to 6 p.m., offering a specially curated rental edit from coveted celebrities, tastemakers, and brands, including Dame Helen Mirren, Ellie Goulding, Huntsman Savile Row, Khanums, and more.
In a first-time collaboration for the resale brand, it has partnered with Huntsman Savile Row to bring an archival collection from the luxury menswear company to market. Customers can rent the collection on the By Rotation app and try on the pieces at the House of ByRo.
Digital Swagger
Capitalizing on the so-called ‘Golden Quarter’ of sales and gift-giving, the pop-up’s customers can browse occasionwear in-store and try items before renting them. Think 16Arlington, Taller Marmo, Solace London, Dior, and many more. Select resale items, jewelry, and soft furnishings are also available to buy.
Building on the brand’s sustainable credentials, the opening is part of local government Westminster City Council’s ‘Meanwhile On’ project. Placemaking consultancy Someday Studios, which transforms underused spaces into vibrant destinations that empower creative entrepreneurs, has supported By Rotation in bringing the store to life.
The pop-up has also been thoughtfully curated with a focus on community and designed with support from several eco-friendly partners. By Rotation partnered with London-based Homebound Furniture Rental for the fit-out, which has furnished the pop-up’s studio spaces and fitting rooms.
Meanwhile, low volatile organic compounds (VOC) paintmaker Lick helped add a dash of color inside the fitting rooms, and bespoke interior renovator Ben Russell Interiors contributed to updating the space.
In a nod to its digital heritage, the pop-up designers knew they had to do something to make the shopping experience uniquely Instagrammable. By Rotation’s brand colors are featured in the fitting rooms, with Colours of Arley bringing the retailer’s vision to life with bespoke striped fabric. The vibrant curtains are made from recycled plastic and custom-made for the space.
They have also added a swamp green and sycamore chaise on the lower ground for in-house photoshoots (pictured), where the retailer comments in a blog about the launch that “sequins look incredible here.”
The New Guard
The fashion rental pop-up sits alongside other high-end retail in London’s luxury district of Mayfair, elevating fashion for hire. The window display spells out this message with the tagline “What’s mine is yours” above the description of By Rotation as “the world’s largest shared wardrobe.”
The store is open until 31 December 2024. But, it complements By Rotation’s existing business, which includes community events to help its circular shoppers find their style match.
Building on the brand’s purpose, its focus on sustainability enables it to boast that its community saved over 100k meters of textile waste from going to landfills last year. It also empowers customers to access new revenue streams, where top lenders can earn as much as £5,000 ($6,376) a month renting out their wardrobes.
It also prides itself on offering convenience, whereby Rotators can get same-day collections in their local area and next-day delivery, catering to the need for immediacy and flexibility that aligns with the fast pace of modern life. This logistical advantage can also help facilitate the circular fashion economy that By Rotation champions, as it minimizes downtime between rentals, ensuring garments are worn and enjoyed by as many people as possible before they reach their end of life.
Most crucially, this brick-and-mortar experiment serves as a gateway to By Rotation's digital ecosystem, completing a perfect circle of commerce that begins and ends with conscious consumption. It's a fitting paradox: a digital platform using physical space to promote virtual sharing—a thoroughly modern solution to fashion's age-old sustainability problem.
____________
Miya Knights has over 25 years’ experience as a retail technology analyst, editor, author and consultant. She owns and publishes Retail Technology magazine and has co-authored two best-selling books about Amazon and Omnichannel Retail. Miya is a consultant and advisor to several technology companies, judges various industry awards, and is a member of the Retail Influencer Network, Customer Strategy Netwo,rk, and the KPMG Retail Think Tank.
Welcome back to The London Brief. This column for Future Commerce is brought to you by retail technology expert, author, and analyst Miya Knights, a Future Commerce Expert Network member.
Fashion trends come and go. But one that will be perpetually en vogue as long as ethically driven cultural and commercial interests coexist is conscious consumption.
For decades, fashion-savvy Londoners have known that the real treasures aren't found in Bond Street's gleaming boutiques, but in the weekend bustle of Portobello Road's vintage stalls. Now, a digital-first startup is elevating this distinctly British tradition of secondhand discovery into something remarkably new: a five-story Mayfair townhouse where that Givenchy gown you coveted on Net-a-Porter last season might be hanging next to Helen Mirren's archived McQueen.
Rent the Runway needed venture capital millions to convince shoppers that borrowed luxury could be chic; Britain's fashion rental revolution is emerging exactly as you'd expect in a country where vintage-hunting is practically a national sport: through savvy independent disruptors who understand that sustainable fashion needn't sacrifice style or status. Where American retail relies on corporate muscle to shift consumer behavior British fashion culture has long embraced the thrill of the secondhand find.
The People's Prada
It's this grassroots appetite for fashion discovery that By Rotation is banking on—though with a distinctly upmarket twist.
By Rotation is a platform that's less a fashion rental app and more cultural movement. With 200,000 Instagram followers and counting, it's taken the British knack for mixing high-street finds with luxury labels and reimagined it for the digital age. Their vision isn't just about creating the world's largest shared wardrobe—it's about making sustainable fashion as natural to Londoners as a Sunday afternoon at the outdoor thrifts.
Indeed, the future of sustainable fashion is increasingly circular, with rental and resale platforms leading the charge. While digital pioneers like RtR, Amoire, Hurr, and Vinted have blazed the trail on both sides of the Atlantic, traditional retailers from Patagonia to Shein are now joining the circular economy—though with varying degrees of authenticity.
Further testament to circularity finding growing traction among shoppers is that mainstream retailers are jumping on the bandwagon with the launch of multiple resale initiatives in recent months by those as diverse as Patagonia and Nordstrom to ASOS and Shein.
Mayfair Moves
US and UK consumers have been able to rent and purchase luxury apparel and accessories via By Rotation’s fashion rental and resale app for years. But now, it has brought its circular commerce vision into the real world, opening a sustainably curated pop-up store in London at the end of October 2024.
The grand unveiling of its first-ever pop-up, “House of ByRo,” marks By Rotation’s fifth birthday. The company, which includes partners such as Alexander McQueen, Gucci, and Tom Ford on its platform, describes its new store in the heart of London’s Mayfair as “the largest fashion rental pop-up ever.” A bold claim!
Housed in a five-storey townhouse, the extensive pop-up is marketed as a place for its community of “Rotators” to meet in real life, browse and rent preloved designer fashion at a fraction of the price when new, and purchase resale and lifestyle items in-store. However, the retailer has gone to great lengths to ensure its store aesthetic and experience are anything but second-hand.
The fashion rental store at 31 Brook Street opens Wednesday through Sunday from 12 to 6 p.m., offering a specially curated rental edit from coveted celebrities, tastemakers, and brands, including Dame Helen Mirren, Ellie Goulding, Huntsman Savile Row, Khanums, and more.
In a first-time collaboration for the resale brand, it has partnered with Huntsman Savile Row to bring an archival collection from the luxury menswear company to market. Customers can rent the collection on the By Rotation app and try on the pieces at the House of ByRo.
Digital Swagger
Capitalizing on the so-called ‘Golden Quarter’ of sales and gift-giving, the pop-up’s customers can browse occasionwear in-store and try items before renting them. Think 16Arlington, Taller Marmo, Solace London, Dior, and many more. Select resale items, jewelry, and soft furnishings are also available to buy.
Building on the brand’s sustainable credentials, the opening is part of local government Westminster City Council’s ‘Meanwhile On’ project. Placemaking consultancy Someday Studios, which transforms underused spaces into vibrant destinations that empower creative entrepreneurs, has supported By Rotation in bringing the store to life.
The pop-up has also been thoughtfully curated with a focus on community and designed with support from several eco-friendly partners. By Rotation partnered with London-based Homebound Furniture Rental for the fit-out, which has furnished the pop-up’s studio spaces and fitting rooms.
Meanwhile, low volatile organic compounds (VOC) paintmaker Lick helped add a dash of color inside the fitting rooms, and bespoke interior renovator Ben Russell Interiors contributed to updating the space.
In a nod to its digital heritage, the pop-up designers knew they had to do something to make the shopping experience uniquely Instagrammable. By Rotation’s brand colors are featured in the fitting rooms, with Colours of Arley bringing the retailer’s vision to life with bespoke striped fabric. The vibrant curtains are made from recycled plastic and custom-made for the space.
They have also added a swamp green and sycamore chaise on the lower ground for in-house photoshoots (pictured), where the retailer comments in a blog about the launch that “sequins look incredible here.”
The New Guard
The fashion rental pop-up sits alongside other high-end retail in London’s luxury district of Mayfair, elevating fashion for hire. The window display spells out this message with the tagline “What’s mine is yours” above the description of By Rotation as “the world’s largest shared wardrobe.”
The store is open until 31 December 2024. But, it complements By Rotation’s existing business, which includes community events to help its circular shoppers find their style match.
Building on the brand’s purpose, its focus on sustainability enables it to boast that its community saved over 100k meters of textile waste from going to landfills last year. It also empowers customers to access new revenue streams, where top lenders can earn as much as £5,000 ($6,376) a month renting out their wardrobes.
It also prides itself on offering convenience, whereby Rotators can get same-day collections in their local area and next-day delivery, catering to the need for immediacy and flexibility that aligns with the fast pace of modern life. This logistical advantage can also help facilitate the circular fashion economy that By Rotation champions, as it minimizes downtime between rentals, ensuring garments are worn and enjoyed by as many people as possible before they reach their end of life.
Most crucially, this brick-and-mortar experiment serves as a gateway to By Rotation's digital ecosystem, completing a perfect circle of commerce that begins and ends with conscious consumption. It's a fitting paradox: a digital platform using physical space to promote virtual sharing—a thoroughly modern solution to fashion's age-old sustainability problem.
____________
Miya Knights has over 25 years’ experience as a retail technology analyst, editor, author and consultant. She owns and publishes Retail Technology magazine and has co-authored two best-selling books about Amazon and Omnichannel Retail. Miya is a consultant and advisor to several technology companies, judges various industry awards, and is a member of the Retail Influencer Network, Customer Strategy Netwo,rk, and the KPMG Retail Think Tank.
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