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Borrowed Luxury

High-end rentals allow less affluent consumers temporary indulgences

Implications - In 2009, we discovered 'Rental Culture,' in which consumers were renting everything from art to apparel in an effort to save money during the recession. Now, consumers have more discretionary income at their fingertips and are thus going bigger with their rentals. Renting a couture gown or luxury vehicle is less costly than actually purchasing it, which helps to alleviate feelings of buyer's remorse or guilt, and they also allow the less wealthy the chance to reward themselves with some much-deserved indulgence, if only for a day or two.
2.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
7 Featured, 59 Examples:
706,746 Total Clicks
Date Range:
Mar 11 — Mar 12
Trending:
Mild

Featured Examples

Futuristic Workday Roadsters
Futuristic Workday Roadsters
The Pod Single-Seat Urban Vehicle is Designed for the Nine to Five
Angel Sánchez Vargas' Pod single-seat urban vehicle is a futuristic EV designed for daily rentals. The Pod is designed to be used exclusively by services such as Zip Car which offer car rentals to people… MORE
Luxury Vacation Rentals
Luxury Vacation Rentals
Travel En Vogue Helps Vacationers Rent Luxury Condo Suites
Affluent vacationers have found that the secret to a low-maintenance luxury vacation can be found with Ritz Carlton- or Four Seasons-operated luxury vacation rentals. These fractional properties allow… MORE
Rentable Reality Residences
Rentable Reality Residences
The 'Jersey Shore' House is a Dramatic Dwelling up for Occupancy
Calling all guidos and guidettes in need of a central location to do your laundry after you're finished with the gym and tanning, the 'Jersey Shore' House made famous by the iconic Italian crew could be… MORE
Loaned Designer Duds
Loaned Designer Duds
Rent Frock Repeat Lets You Wear High Fashion for a Fraction of the Price
Let’s be honest, it’s hard to flip through a magazine or watch a runway show and not lust after gorgeous evening gowns, but the prices of the couture gowns found in the fashion capitals... MORE
Frugal Fashion Rentals
Frugal Fashion Rentals
'Lavish Labels (Borrowed)!' Lends Luxury Clothing for Style on a Budget
‘Lavish Labels (Borrowed)!’ is the fashionista-on-a-budget’s little secret for staying on trend—without having to remortgage her house to afford it.  The Beverly Hills... MORE
Luxury Car Swap Services
Luxury Car Swap Services
Drivenow Lets You Own a BMW for a Few Hours a Day
BMW has teamed up with rental car company Sixt to create the world’s first luxury car sharing service, DriveNow. DriveNow is a new program aimed at people who would like to try car sharing, but don’t want… MORE
Luxury Vehicle Rental Sites
Luxury Vehicle Rental Sites
Qraft Connects Luxury Toy Owners with Prospective Renters
Qraft is a new service designed to get people looking to rent out luxury toys in touch with those that own them. Qraft is attempting to make it easier for the owners of such awesome things as private planes… MORE

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