If car retailers allow it, why not fashion stores?

Uniqlo’s sister brand, GU, has launched a new offering allowing shoppers to try before they buy by taking the items outside of the store for a ‘test drive’.

Fast Retailing’s newly opened GU store at Shibuya in Tokyo is currently the only store operating the GU Fitting service.

Shoppers select and try on three items that can be worn for one day without payment.

At the end of the day, wearers  must return to the store to either pay for, or give back the items.

At this stage, the service caters for 30 consumers a day only, with those items worn and not selected used for display instead of being returned to the rack for subsequent sale.

The service is currently a trial only, but if it proves successful Fast Retailing plans to roll it out to further stores, and possibly other brands under its considerable stable.