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Rethinking Fashion Rental

with Eshita Kabra-Davies

Meet Eshita, founder of rental platform By Rotation. Previously in finance, Eshita launched the business when she realised that there was a gap in the UK market.


“Until now, the fashion industry has been product-led rather than consumer-led”


BY ROTATION BUSINESS MODEL
  • Fully digital
  • Peer-to-peer which means no stock
  • A strong community of ‘Rotators’

HOW TO BE A GREAT ROTATOR
  • Go through your wardrobe and select which items you are willing to rent
  • List as much as possible as it is all about matching. The more choice, the higher probability you’ll match with someone
  • Share on social to activate the community
  • Make sure to keep your items in good condition

PLATFORMS MENTIONED

Vintage & Second-hand

Etsy
Depop
Vinted
Vestiaire Collective

Fashion Rental

USA – Rent The Runway
Singapore – Style Theory
China – Y Closet