Rental sunwear is available through companies like Bag Borrow or Steal, Rent the Runway and Zilok. Chances are you, too, have a selection of sunwear your customers could rent. Do a test project with some of your inventory “dogs” — products you’ve had for a year, but haven’t been able to sell. It’s an excellent way to generate some income out of high-end designer sunglasses that might otherwise be taking up critical space on your board. It’s also a deviously brilliant way to introduce aspiring conspicuous consumers to the pleasure and comfort of high-quality sunwear. Sure, this time they’re just renting. But next time, they’re guaranteed to buy.
This article originally appeared in the February 2015 edition of INVISION.