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HUMM.– The New Fashion Rental Marketplace, Set Up by a Young Aussie

“If Sex and the City and Airbnb had a baby, HUMM. would be the outcome,” says Melbourne-born founder Mackenzie Casey.

HUMM. is the 21-year-old’s first business, and serves as a peer-to-peer high-end fashion rental marketplace. The app just launched in Melbourne, Sydney and New York.

“The idea came to me three years ago, when I kept seeing my best friend drain her savings on a wardrobe packed with designer labels,” Casey says.

“No woman should need to sacrifice their bank account to feel beautiful.”

Casey moved to New York in pursuit of launching the concept. She pitched it to a hedge fund and was granted funding, on the spot.

One of the investors is Antonia Dunbar, the founder of THINX (a.k.a period-proof panties).

Initially, the name sounds random, but here’s a little explainer:

“Ever out shopping and find that perfect dress only to realize its way over your initial budget?” asks Casey.

“You stand there, ‘humming’ and ‘ahhing’, contemplating whether you should purchase this item from heaven or eat for the next month. I wanted to create something where that ‘humm’ moment was completely eliminated.”

So how does it actually work?

“We provide access to a never-ending wardrobe of designer and luxury labels and goods.”

“HUMM. allows women to freely browse and rent by brand, color, price, size and location. They can list their wardrobe, save their favourite items to their ‘lookbook’ and make money off their closet as well.”

In terms of renting you first select your event date from the inbuilt calendar and select whether you want the item shipped, or to physically pick it up from the owner.

The owner will then confirm the delivery method. HUMM. also offers an insurance fee of $5, which covers any minor mishaps.

“If you want to meet the owner, you can organise a time and location (we always recommend a public place) with the owner through our in-app chat messenger.”

“The renter enjoys her item for a night and returns it within the two to three days afterwards. When the item is returned, the payment is placed into the owner’s account and both users rate their experiences.” *Cue in Airbnb*

There is no try-on service as such but if you are unsatisfied once you receive and item, you can contact customer service and schedule a refund.

People who rent out dresses have the power to set their own prices. The platform suggests slashing at least 10–30 percent off recommended retail price.

You simply put the listing up, and HUMM takes a 20 percent commission on all rentals.

 “HUMM. is able to have a rapid international roll out,” Casey says.

“Australia over the next two months, the U.S. by the end of 2016 with Europe in sight for early 2017.”

Visit HUMM.’s website here.

 

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