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The Wall Street Journal reports today that clothing retailer Urban Outfitters is developing a secondary business that would emulate Netflix, allowing subscribers to “pick six garments on its website, then deliver them with a reusable bag and a prepaid postage label. Customers return the clothes after a month to get six more.”

The story quotes Naomi Braithwaite, a lecturer at Nottingham Trent University who has been conducting research on the subject, as saying that “clothing rental is getting a lift from Instagram culture, where new outfits are valuable, and increasing awareness of sustainability problems in fashion.”

Eileen Fisher, CEO of the eponymous women’s clothing retailer, puts it another way: “People are really starting to understand that there are too many clothes in the world and too much consumption.”
KC's View:
There are some companies and business leaders that seem to be conscious of the less-is-more movement, but I wonder how many businesses are factoring this into their long-term strategies and tactics. If less-is-more takes hold, what will this mean to businesses that depend on a certain amount of sustained growth for the perception of success and legitimacy? Isn’t this something that business leaders ought to be thinking about?