Daily Insights

The Digital Wardrobe

By: Mackenzie Baker | Jul 14, 2020

Members of clothing rental company Armoire can access a new, curated perk as the brand refashions its digital features. 

Although consumer interest in sustainable shopping habits has increased significantly during the Coronavirus pandemic, the rental clothing industry has taken a hit. To help recover from its economic disruption, Armoire—a fashion rental brand known for its mix of affordable and luxury picks—is pivoting to a fully online focus by introducing a “digital dressing room” for members. Called “Looks”, the digital experience is designed to mimic an in-person try-on session by allowing members to upload photos of their favorite rented looks and arrange them in a personalized feed on their account. By analyzing consumer’s “dressing room” preferences, Armoire has the opportunity to further develop its personalized services, according to a Gartner report, which could also appeal to current and potential members as the brand looks to grow its presence. 

Though rental sales have been on the decline, Armoire’s new feature could catch the attention of the legion of new shoppers who pivoted to online buying during the pandemic. As more shoppers seek out e-commerce experiences that resemble in-store ventures, Armoire’s digital dressing room could actually be a draw for retail consumers overall. The brand is also taking steps to assure shoppers that all clothes have been appropriately sanitized by debuting a new cleaning protocol, as the pandemic has left many feeling wary about resale and secondhand clothing. Armoire is promoting its updated cleaning standards and digital wardrobe across social media with a short video walking viewers through the detailed “Looks” tool. 

Innovating to meet consumer needs during the pandemic could help brands boost their e-commerce presence while keeping customers engaged. Other brands, including David’s Bridal and Etsy, have also rolled out virtual appointments and AR lenses recently, making Armoire’s introduction of a digital try-on feature the latest strategy from a retail brand looking to keep customers safe and satisfied during the pandemic.