The Out: By Rotation partnership

Task

THE OUT tasked Platform13 to create a female-focussed project to help shift an outdated perception that only males drive Jaguar Land Rover cars.

Approach

Traditionally, cars have been marketed to one gender, but obviously that is not reflective of the world we live in. Additionally, the rise of the sharing economy in fashion felt like the right way to further underpin THE OUT's access over ownership business model - a premium car rental service by Jaguar Land Rover, connecting with and talking to a like minded female focused audience.

We identified and procured By Rotation - the UK's first peer to peer fashion rental app, offering users the option to both lend and rent - as a natural fit for the project.

Output

During #SecondHandSeptember and as pandemic guidelines eased up, we commissioned 3 of By Rotation's community to take a trip in a Range Rover PHEV from THE OUT’s extensive fleet, curating their outfits from a dedicated ‘Roadtrip Edit'.

Co-founder of Trippin Kesang Ball, commercial lawyer Thandi Maqubela, and contributing fashion editor at Harper's Bazaar Florrie Thomas shared their roadtrips and experiences and encouraged By Rotation's community to do the same, simultaneously driving a 50% uplift of females to THE OUT app.