DECRYPTION – Sales of new products are eroding? Non-food brands are trying to diversify their offer in order to meet the new requirements of their customers.
Sofa, bed, television, washing machine, coffee machine, children’s clothes… It is now possible to rent everything or almost: not only your house or apartment, but also a good part of your equipment. Inspired by the success of long-term car rental (which now concerns one in two cars), the giants of specialized distribution are no longer content to sell new products. From Fnac to Decathlon via But, Castorama, Boulanger, Kiabi and even Petit Bateau, more and more brands are diversifying into rentals.
«They know that consumers attach less and less importance to ownership, and more and more to use… but that they remain fond of innovations and new products.deciphers Stéphane Tubiana, partner in charge of distribution at Roland Berger. In a context where purchasing power is falling, renting is a way to access novelty, to have fun without paying too much…
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