Express Inc. is now letting shoppers try on men’s clothing before they buy.
The retailer, which launched a rental apparel service for women two years ago, launched the Men’s Style Trial on Tuesday. For $59.95 a month, consumers can rent men’s wear.
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“We’re returning to our roots as a fashion-driven brand,” Baxter said. “Our assortments had gotten quite stale to be honest. We always did well in men’s suits. It has quietly become our worst trending business [during the pandemic]. And it is no longer our largest category.
“We are taking a much more modern approach to how a consumer approaches their wardrobe with versatility,” Baxter continued. “The customer today is looking for versatile pieces that can be worn in several different places.”
That includes a larger selection of men and women’s jeans, which Baxter said the company plans to invest heavily in.
“Our research is telling us that the consumer is ready to get dressed up again,” Baxter said. “Comfort will still be there, but they’re ready to get dressed up.”
But Express isn’t the only retailer going after men. On Monday, Amazon revealed that its Personal Shopper by Prime Wardrobe, the e-commerce giant’s monthly styling service exclusively for Prime members, will be extended to men. Stitch Fix also offers personal styling services for men.
Meanwhile, rental-apparel giant Rent the Runway, which has been struggling amid the pandemic — closing stores, laying off retail associates and raising membership prices — does not offer men’s wear.
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