Brits are turning into eco-conscious consumers this Christmas party season as they set to shun shopping trips in favour of renting their outfits this Christmas, a new study reveals.

About The Research

The study, run by VoucherCodes.co.uk, examines attitudes towards clothes hire and predicts an interesting approach to festive outfit choices. The analysis reveals that more than two-thirds of Brits (69%) stated they would use rental services for special occasions like the upcoming festive season. In this positive cluster, many are back to renting with up to 38% of UK consumers having already hired clothing items in the past.

Results And Highlights

From this market research, it emerges that:

• Over a third (38%) of Brits have previously hired outfits.
• Guilt over the fashion industry’s environmental impact is the primary reason for renting over buying according to a third of Brits (33%).
• Gucci is the most lusted after luxury brand for UK consumers looking to hire their outfits.

Sustainability is the leading factor for those who will use a rental service. A third of the interviewed shoppers (33%) says it helps keep the feelings of guilt over fast fashion at bay, as shoppers worry about the environmental impact of the industry. The fear of outfit repeating is real for 16% of shoppers who prefer renting as it eases their shame over wearing an outfit only once.

Brits’ Top Five Reasons For Using Clothing Rental Services

Reason for renting clothes                                                                                   Percentage of consumers

1 Prevents shoppers from feeling guilty over the industry’s environmental impact.    33%

2 Enables them to wear expensive accessories without the high cost of purchasing.  32%

3 Allows them to be adventurous and try items they would not usually buy.               23%

4 Saves them money.                                                                                                   22%

5 Less guilt over only wearing an outfit once.                                                              16%

Renting surely represents a guilt-free way to dress up and impress for the upcoming festive season and it is also a smart and very convenient way to dress high-end.
The study also shows that when it comes to the brands that are set to be rented the most this party season, Gucci comes out on top. Consumers listed the Italian luxury fashion house as their most-desired, with almost a third of renters ranking them number one (30%).

Brits’ Top Five Designer Brands To Rent This Party Season

#   Brand                              Percentage of people

1st Gucci                                               30%

2nd Calvin Klein                                    29%

3rd Armani                                            26%

4th Louis Vuitton & Hugo Boss             24%

5th Dior                                                 23%

While the proportion of people set to rent clothes has risen, many Brits are still sceptical. Over one in three (34%) refuse to hire because the thought of pre-worn clothing grosses them out. However, hygiene is not the only barrier: the fear of damaging clothes is enough to put close to a quarter of Brits (23%) off the idea. Additionally, 21% are too embarrassed by the thought of others finding out they have rented rather than bought and potentially judging them.

For those who opt to buy over rent, the data shows Brits spend £204.36 on three new outfits each year for special occasions such as Christmas parties and weddings, and an alarming 12% will only wear an outfit once. Men are prepared to spend more getting ‘suited and booted’ on their perfect outfits at £76 per every brand-new look, versus the £61 spent by women. On the other hand, when it comes to renting their attire, Brits are willing to lay out £45 per outfit on average, costing them 35% less than buying a whole new look.

Anita Naik, Lifestyle Editor at VoucherCodes.co.uk commented: 'With Christmas parties firmly back on the agenda for the first time since 2019, many people will already be thinking about what they are going to wear over the festive season. With climate change front of mind for many of us, it’s no surprise that environmental concerns caused by the fashion industry are leading more people than ever to consider hiring outfits on special occasions, such as this Christmas.

There is an ever-growing roster of rental sites such as Hurr, Onloan and By Rotation offering popular luxury brands like Gucci, Calvin Klein and Armani for a tiny fraction of the price of their retail costs. It’s great to see high street stores, such as Marks & Spencer, now getting in on the action too.

Christmas is the perfect time of year to consider renting a bold party look you’d only wear once, whether it’s sequins, bold colours, glitter or feathers, renting can offer the perfect way to embrace party dressing in a way that’s guilt-free and kind to your bank balance.'

Considering that many of us will honestly wear a party outfit just once, it would be worth considering renting a festive look at least once to test the difference. Saving rather than splurging may save more than money this festive season.