Following in the footsteps of Rent the Runway, Ann Taylor has launched a rental service. This is a logical next step into digital for the brand, which already outperforms its peers in digital marketing, according to L2’s Specialty Retail report.

Named “Infinite Style,” the service allows customers to pay $95 a month to rent up to three Ann Taylor items at a time and swap as many times as they want. Like Rent the Runway, it provides free dry cleaning, free shipping, and the option to buy favorite pieces at a discounted price.

The brand’s rental offering of classic, affordable clothing may be a low-risk and practical solution for working women who have no other use for office clothes other than to wear to the office. However, the endeavor is not without its challenges. It comes shortly after Rent the Runway’s launch of an $89 plan and DSW’s decision to add a shoe rental and repair service.

In terms of options, Rent the Runway offers more than 500 brands, while Ann Taylor presents only its own. Additionally, Rent the Runway’s selection tends towards formal pieces that are usually worn once and would cost much more to buy, making them that much more cost-efficient to rent. Comparatively, Ann Taylor’s prices have always leaned towards the affordable side. So would renting previously worn clothing really be a much better option than buying?

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