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La Mas Mona showroom
Photo Credit: Distribucion/Actualidad

Spanish Brand La Más Mona Brings a New Twist to Customer Engagement

Last week McMillanDoolittle launched Retail Innovations 18, featuring cutting edge retail concepts from around the world. Today, for our first #ThemeThursday feature, we highlight an innovative clothing rental company in Spain – La Más Mona. Please contact us to discuss how the latest innovations in the retail industry can transform the customer experience that your unique business delivers.


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La Más Mona launched as a circular economy rental solution for women that need dresses for multiple weddings or events. The company offers customers dress rentals for 4 or 8 days, and since 2020, also offers a monthly subscription service, called LMM Daily, for casual wear. While the brand’s business model may resemble that of US-based rental brands Rent the Runway or Nuuly, La Más Mona’s platform recently launched a new initiative that is quite unique. Like Airbnb but for designer fashion, La Más Mona now allows users to rent designer items from customers’ own closets. Customers that wish to rent their items must commit their pieces for a minimum of six months, but in doing so make 35% of the rental price every time their garments are rented. This new circular initiative builds brand loyalty as it allows customers to interact with the brand in a new way and to be rewarded for their engagement. To learn more about La Más Mona and other innovative concepts highlighted in Retail Innovations 18, download the report here.

You can follow along as we highlight Retail Innovation cases each week on #ThemeThursday and join the conversation by commenting or messaging us on our Instagram account. There, you can get more immersed in interactive content surrounding this year’s retail innovations.

Ava Buechel

Ava provides market and consumer research, planning, and analysis support for McMillanDoolittle retail consulting projects. Her experience in marketing, digital transformation, brand strategy, and retail innovation brings an updated perspective in the fast-paced business climate of today.

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