In a world saturated with fast fashion and one-time wears, By Rotation has emerged not just as a disruptor, but as a movement. Today, it’s the world’s largest peer-to-peer shared wardrobe, but its rise from a niche idea to a global community of over 330,000 users didn’t happen by chance, it was fuelled by sharp, intentional marketing and a strong sense of purpose.
Founded in 2019 by Eshita Kabra-Davies, a self-professed former shopaholic, By Rotation set out to transform fashion consumption by applying the principles of the sharing economy to style. But while the idea of renting clothes isn’t new, By Rotation’s marketing strategy made it revolutionary—not by focusing on clothes alone, but by building a brand around community, sustainability, and inclusivity.
Community-First: The Power of People-Led Marketing
Unlike traditional fashion rental platforms that purchase and own inventory, By Rotation flipped the model. It created a space where anyone could become both a lender and a renter, giving the platform a unique authenticity. And that authenticity became the heart of its marketing.
From the outset, Kabra-Davies emphasised the platform’s community-powered nature, coining the term “Rotators” for users who shared their wardrobes. This wasn’t just clever branding—it sparked a sense of belonging and identity. By Rotation also leaned into events and real-life moments, hosting panel discussions, community meet ups, and sustainability workshops, encouraging users to see themselves not just as consumers, but as contributors to a movement.
Influencing Differently: Micro-Influencers Over Mega Fame
While other fashion platforms chased celebrity endorsements, By Rotation strategically embraced micro-influencers. These Rotators weren’t just promoting the app; they were using it, listing items from their own wardrobes and sharing rental stories with their communities.
This approach created an organic loop: influencers showcased the items they loved, followers rented or listed their own, and the community kept growing. As a result, By Rotation not only gained users—it gained loyal advocates.
Sustainability, Style, and Social Currency
By Rotation’s marketing tapped into a growing cultural shift: the desire to look good without compromising on ethics. As awareness around the environmental toll of fast fashion grew, By Rotation offered a stylish, affordable, and guilt-free alternative—and it communicated this clearly through messaging like “reduce, reuse, recycle, rotate.”
The platform marketed fashion rentals not just as a sustainable choice, but as a smart and chic one. Why buy a £3,500 Prada bag for one occasion when you can rent it for £100? The pitch was simple: get the look, save the planet, and keep your wallet happy.
It didn’t hurt that even A-listers joined in, Dame Helen Mirren listed her wardrobe, directing proceeds to charity. Kabra-Davies herself lists 90% of her own closet. These stories, amplified across digital channels, reinforced the platform’s credibility and values.
Tech Meets Trust: Seamless Experience as Marketing
Behind the scenes, By Rotation’s app and platform design were tailored to make renting as easy and appealing as possible. Users could search by designer, item type, price, or proximity, even opting to pick up items locally. There were no subscription fees, no waiting lists, and no barriers to joining.
By removing friction from the user experience, the product marketed itself. Every successful rental became a mini campaign, one that users proudly shared across Instagram, TikTok, and beyond.
The Result: A Global Fashion Movement
Today, By Rotation is more than a fashion rental app. It’s a cultural shift, a global community, and a business model for the future. Now available in the US with lenders across 28 states, the platform continues to expand by letting its users do the talking and the marketing. They have even extended their store ‘House of By Rotation’ in London into Summer 2025.
In the words of Kabra-Davies, “We’re only as good as the people on our app.” It’s a statement that doubles as both a mission and a marketing philosophy. By centering people stylish, conscious, and community-driven—By Rotation has created a brand that’s not just worn, but lived.
