Many glitter dresses and statement outfits are put away after being worn just once. RENTGLAM offers an alternative: renting striking second-hand clothing items meant to be worn at least thirty times. This gives items a longer life and keeps closets tidy.

During Op de Ring, RENTGLAM tested the concept’s appeal with a glitter experience and a photo booth in Amsterdam. Visitors—mostly women, but also a surprisingly large number of men—tried on outfits, had their photos taken, and provided feedback via interviews and 360-cards on price perception, favorite “glitter moments,” and the ease of renting.

The results showed that price expectations ranged from €29 to €100, depending on the occasion and motivation. Popular moments for renting were galas, Pride, weddings, and birthdays. There was also demand for larger sizes, more basic statement items, and an expansion into a men’s collection. Renting was seen as an opportunity to try something new or daring, and the on-location photo booth experience proved so popular that it also offers opportunities for rentals and brand activations outside of a test context.

Based on these insights, RENTGLAM will expand its collection with larger sizes and more basic statement items, explore pop-ups and on-location rentals, and create a yearly plan with “glitter moments.” The pricing strategy will also be refined, including the consideration of gift cards and targeted social advertising for specific events.

In collaboration with: Op de Ring and Gemeente Amsterdam.