# Everyday Rental Brands begin to offer everyday items like clothing and home textiles for rent. By [Courtney Scharf](https://www.trendhunter.com/Courtney), Chief Client Officer | Published Apr 13, 2019 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/everyday-rental ## Key Figures - Trend score: 5.3/10 - Evidence articles: 4 ## What is the Everyday Rental trend? **Everyday Rental:** Consumers today are increasingly thoughtful with how they spend, leading many companies--especially those whose products are used infrequently--to offer rental options in lieu of expensive purchase items. Brands that sell products used on an everyday basis, like home decor and casual fashion, are pivoting to offer a rental model as well. ## The consumer insight behind the Everyday Rental trend Today's consumer is accustomed to on-demand products, services and content in many facets of their lives. Considerations these individuals make in their purchase decisions include cost accessibility and flexibility--which rental models offer. These business models benefit consumers who don't have the means or willingness to make investments in products that don't hold up in quality overtime. ## At a Glance - Evidence: 4 featured examples - Articles from: Jan 15, 2018 to Mar 11, 2019 - Published: Apr 13, 2019 - Patterns: [Redirection](https://www.trendhunter.com/pattern/redirection), [Reduction](https://www.trendhunter.com/pattern/reduction) - Megatrends: [Simplicity](https://www.trendhunter.com/megatrend/simplicity) ## Audience - Gender: 30% men, 70% women - Primary generations: Millennial, Gen X - Top markets: North America ## Examples of the Everyday Rental trend 4 featured examples from Jan 15, 2018 to Mar 11, 2019. - [Baby Clothing Rental Services](https://www.trendhunter.com/trends/tchibo-share): 'Tchibo Share' is an Online Baby Clothing Rental Service (Category: Eco) Implication: Tchibo Share's peer-to-peer clothing rental model presents disruptive innovation opportunities in the fashion industry. - [Homeware Rental Partnerships](https://www.trendhunter.com/trends/home-decor-rental): West Elm and Rent the Runway are Teaming Up for Home Decor Rentals (Category: Art & Design) Implication: The home decor industry can explore rental options as a new revenue stream and a way to reach a wider customer base. - [Educational Toy Rental Services](https://www.trendhunter.com/trends/stemtrunk): 'STEMtrunk' Lets Parents Rent New STEM Toys for Their Young Ones (Category: Life-Stages) Implication: Disruptive innovation opportunity: Establishing a platform for renting out various types of toys to cater to the needs of different age groups and educational interests. - [Designer Clothing Rentals](https://www.trendhunter.com/trends/le-tote-subscription): The Le Tote Subscription Box is an Affordable Way to Have High-End Style (Category: Fashion) Implication: The fashion industry can capitalize on the growing trend of clothing rental services, offering consumers a sustainable and cost-effective way to stay stylish. **Workshop question:** How will consumers' rising expectations when it comes to value and convenience impact your brand? ## Themes within the Everyday Rental trend ### Rental Economy More companies are offering rental options for everyday items like clothing and home decor as consumers prioritize cost accessibility and flexibility. ### Educational Toy Subscription Services Subscription-based toy rental services are becoming more popular as they provide a cost-effective way for parents to give their children access to educational toys. ### Collaborative Rental Partnerships Collaborative rental partnerships are on the rise, allowing companies to fill in gaps in their offerings and provide consumers new, convenient ways to access goods and services. ## What the Everyday Rental trend means for industry ### For Retail Industry Retail brands are adapting to the rental economy by offering rental options for everyday items like clothing and home goods. ### For Toy and Education Industry Subscription-based toy rental services are creating disruptive innovation opportunities in the toy and education industry. ### For Collaborative Partnership Industry Collaborative rental partnerships open up new opportunities for companies to expand their offerings and collect data on consumer preferences and trends. ## Trend signals for Everyday Rental Trend score 5.3 out of 10, from popularity 81%, activity 69%, freshness 8%. - Popularity: 81% - Activity: 69% - Freshness: 8% ## Recent trend clusters - [Caffeine Remix](https://www.trendhunter.com/protrends/portable-caffeine-formats) (Lifestyle) - [Shortcut Suppers](https://www.trendhunter.com/protrends/premium-ready-meals) (Lifestyle) - [Festive Boosts](https://www.trendhunter.com/protrends/seasonal-energy-flavors) (Lifestyle) - [Tasting Ladders](https://www.trendhunter.com/protrends/bourbon-sampler-packs) (Lifestyle) ## Trending in Lifestyle - [Influencer-Curated Cafe Menus](https://www.trendhunter.com/trends/kit-keenan) - [Fragrant Body Care Ranges](https://www.trendhunter.com/trends/summer-fridays-body-collection1) - [Gaming-Integrated Pizza Promotions](https://www.trendhunter.com/trends/gaming-integrated-pizza-promotions) - [Fashionable Frozen Yogurts](https://www.trendhunter.com/trends/aritzias-aok-caf) All articles: [Lifestyle](https://www.trendhunter.com/lifestyle)