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Do You Have to Have It All?

Retail. E-commerce. Rental. Resale. Subscription. Do merchants today have to have it all? Maybe, maybe not — but many of fashion’s biggest players seem intent on at least trying it all, playing a kind of business model bingo. American Eagle Outfitters Inc., Urban Outfitters Inc., Vince Holding Corp. and Ascena Retail Group Inc.’s Ann Taylor unit are all trying out rental. J.C. Penney Co. Inc. and Macy’s Inc. are working with ThredUp on resale, while Levi Strauss & Co. and Patagonia patch up used items and sell them again. (Levi’s also supplies Rent the Runway.) Even powerhouse Nike Inc. can’t resist the urge to meander, having recently launched a subscription service for kids called Nike Adventure Club. Fifteen years ago, there was debate over whether or not stores needed e-commerce sites — that argument has been decided, definitely, with a combination of clicks and bricks coming out on top. With new avenues to the consumer opening up, no one seems to want to wait too long before jumping in or at least testing the waters. For brands that resonate deeply with the consumer, tapping into more ways to shop could be more of an opportunity than a threat. “It’s definitely a dynamic that’s out there,” Chip Bergh, president

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