Ralph Lauren launched a new service Tuesday called ‘The Lauren Look,’ making it the first luxury clothing company to hop on the subscription box trend. 

This clothing subscription is similar to a Stitch Fix and Nordstrom Trunk Club service. Customers are able to create their own box with the styles and pieces they want from Ralph Lauren without having to worry about shopping online or going into a store.

“Consumers today are taking a different approach to experience brands and building their wardrobes. The closet of the future will include a mix of new seasonal fashion, unique customized pieces and wardrobe staples, alongside pre-owned and rented clothing. With our timeless aesthetic, we are incredibly well-positioned to play across each of these categories,” said Patrice Louvet, President and Chief Executive Officer. 

The monthly membership starts out at $125 per month and customers get a large range selection of dresses, pants, tops, shoes and more. The member will create a closet full of pieces, and their boxes will start by receiving four items from the said closet. They'll rent the items for as long as they like, according to the website. 

Once the pieces are received and worn, the member can either choose to return the items to receive another box, or they can purchase the items that they love at a discounted price. All shipping is also free. 

“The Lauren Look allows us to explore an entirely new model tapping into the growing focus on the sharing economy and revolutionizing how we look at fashion consumption,” David Lauren, the company’s innovation and branding officer said, adding that it “will help us further anticipate the evolving needs and makeup of our customers’ future closet.”

The clothing company suffered from an 18% revenue drop at the end of 2020 in its fiscal third quarter, so tackling this project could help it recover from the losses, Forbes reported. 

This service is only available in North America currently, but it may expand elsewhere.

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