A limitless wardrobe that does not cost a fortune
Le Tote is good for both your wardrobe and your wallet and will always make sure you have enough to wear.
A wardrobe is seemingly such a simple piece of furniture, but you might still get lost in its depths – if not sooner, when you’re looking for that last-minute good-enough outfit for work, a date, family dinner, or to meet up with your friends. That’s when it soon seems like there is never enough to wear, even though we always have too many clothes. According to some estimates, we regularly wear only a fifth of the clothes we own.
This is exactly the sort of somewhat anxious pacing in front of your wardrobe that Le Tote is trying to prevent. Even though it only rents out women's clothing, it was created and established by two men. Rakesh Tondon and Brett Norhart have been managing the increasingly successful online clothing rental service for seven years.
Before they had their winning idea, Norhart noticed how his then-girlfriend and now wife liked to regularly spend her time browsing the shelves in clothing stores. She would buy clothes for work, special events, and an endless amount of other occasions. After she wore them once, they usually disappeared into the depths of her wardrobe. Norhart also didn’t fail to notice how she’d exchange clothes with her friends.
Subscribers pay 79 dollars a month for the basic clothes package. If they fall in love with any of the pieces, they can also choose to buy it.
At about the same time, Tondon’s wife was pregnant for the second time. She wanted to have a diverse wardrobe, but did not want to spend a fortune on clothes that she would only wear for the few months until she gave birth. She also exchanged clothes, with a friend who was also pregnant.
The two men started wondering whether there was an easier, more elegant, and most importantly, cheaper solution to make their partners happy. In the end, they answered their own question. They created Le Tote, which is at the same time similar to the fashionable Rent the Runway and the video content provider Netflix.
Much like the subscription economy giant Netflix, Le Tote is also continuously improving their tools for the collection and processing of subscriber data. Even before you submit your first order through their online store, you’re asked to fill in a detailed questionnaire that helps the system collect hundreds of pieces of information about you and your habits. It continues to collect the data as you respond to the offered pieces of clothing and rate the tote bags, jointly selected by yourself, the computer algorithm, and the fashion stylist. The more data you provide, the fewer times the system will miss the mark.
Subscribers choose a package and decide if they want to receive three pieces of clothing and two accessories for 79 dollars a month (89 for their pregnancy line), or if they would prefer to subscribe to the larger and pricier packages. Le Tote's virtual wardrobe features clothing by renowned fashion brands such as Calvin Klein, Free People Movement, Vince Camuto, Nine West, and French Collection. Since October, creations by the tennis player Serena Williams are also available.
The clothes received in your tote bag can be swapped as often as you like. Once you confirm your order, your tote bag of clothes will be delivered to the provided address in about two days. If you decide you want to keep any of the delivered pieces, you can buy them, and send the rest back in a specially prepared package once you get bored of wearing them. The next tote will be in the mail soon after. The company will naturally take care of the washing and ironing.
For now, the service is only available on the American market, but as early as spring 2019, the clothes will be available for rent in China. This will make Le Tote the first American company based on the principles of life per month, that has managed to enter this Asian country.
The successful online clothing rental service is continuously improving the system that serves its clients as a virtual fashion stylist that knows her taste better than she does. Even now, their selection of clothes can be adapted to the fashion trend dominating the area where you live, and they also know and take into account that there is no point teasing customers with cute summer skirts, if the weather forecast for next week is torrential rain.