In Brief

As part of an engagement strategy hoping to establish the brand in the American market, French brand b&ash is providing free weekend clothing rental to shoppers at its SoHo store

The French fashion label ba&sh is allowing customers to rent its clothes free of charge for special events, only at its New York location. ba&sh customers are eligible to take out merchandise for the weekend as long as they return it by the following Monday.

The renting window is open from Friday 5-7pm, with returns expected by the following Monday at 7pm. ba&sh has a few objectives with this offer, one being to introduce and advertise its goods, including new French labels, to its budding American audience.

In addition, the rental program is designed to drive traffic to the new experiential store located in New York’s trendy downtown SoHo neighborhood, where the brand will also host events like supper clubs and children’s play areas. A pop-up space within the new retail store also will promote other French brands who that have little or no U.S. presence, including jewelry label Atelier Paulin and luxury candlemaker Baobab.

ba&sh aims to offer an entertaining and experiential way to boost consumer engagement and generate awareness for its own brand and those featured at its product pop-up, while also encouraging traffic to its only experiential retail space.

ba&sh

The French fashion label ba&sh is allowing customers to rent its clothes free of charge for special events, only at its New York location. ba&sh customers are eligible to take out merchandise for the weekend as long as they return it by the following Monday.

The renting window is open from Friday 5-7pm, with returns expected by the following Monday at 7pm. ba&sh has a few objectives with this offer, one being to introduce and advertise its goods, including new French labels, to its budding American audience.