For hire: Designer handbags

As regular readers of any fashion magazine will know, each season sees the introduction of a new ‘it’ bag, often seen on the arm of Hollywood celebrities. But such style statements come with a hefty price tag. One of the most famous ‘it’ bags, the Hermes Birkin bag, named after actress Jane Birkin, has a waiting list of anywhere between eight months and six years, and the basic version costs a whopping 5,000 euros. While designer handbags are available to buy in Helsinki’s high-end fashion boutiques, for most people wishing to emulate designer trends the solution is usually to buy cheaper “look alikes” – not to be confused with fakes, of course. But now, budget-conscious Finnish fashionistas can get their hands on the real thing – by renting one. Entrepreneurs Susanna Pouttu and Marika Kivimurto started their designer-handbag rental business Vesca last year, inspired by seeing the Sex and the City movie, where Carrie’s assistant, played by actress Jennifer Hudson, decides to rent a designer handbag because she can’t afford to buy one. Pouttu and Kivimurto, who work in the interior-decorating and construction industry, admit to being fashion addicts, and say that there are plenty of other Finnish women like them. “I think people are more interested in higher-quality products these days, and they also know more about fashion than they used to,” says Pouttu. “We’d heard of fashion-rental companies in other countries like Sweden and the UK, but were disappointed that nothing like this was available in Finland. We decided to set up Vesca as a way of helping women like ourselves, who love beautiful things.” Vesca offers luxury bags for those on a budget. Staying up to date Vesca’s customers are typically 20-40 years old and come from all walks of life. “They love fashion, but they’re also normal people, who want to know how it feels to carry their dream handbag,” Pouttu explains. “Some are adventurous and want to take risks with their style, while others want to look polished. The right bag can complete a look, and make even a very simple and inexpensive outfit look good.” Customers first register as members of the Vesca club for a minimum of three months, following which they can opt to rent their choice of designer arm candy by the week or month. Members can then choose from a range of coveted bag designers including Burberry, Gucci, Louis Vuitton, Prada, DKNY and Mulberry. Prices range from around 39 euros for a month’s worth of a Guess handbag, to 186 euros for a Louis Vuitton “Manhattan”, adorned with its distinctive monogram print. “Designer bags easily cost more than 1,000 euros. But even if you can afford to buy one, you have to be certain that it’s right for you because it’s such a big investment. By renting, you can try it out and, if you love it, you can also buy it from us,” Pouttu explains. Most women have wardrobes of unworn clothing and accessories, she adds. Renting allows women to stay up to date with the trends and change their wardrobe regularly without spending a fortune, and without further accumulation. Designer bags can easily cost more than €1,000. Making the right impression Some of those who rent from Vesca may be in need of an accessory for a special occasion, or perhaps hoping to make the right impression at a job interview or important meeting. Others may look on a designer bag as a status symbol, a way of emulating the style of their favourite celebrity, or feeling part of the high-fashion world depicted in Sex in the City. Others still, says Pouttu, may simply appreciate quality and beauty in an accessory that they can use every day. Whatever the motivation, the demand from an increasingly fashion-conscious population has already secured success for online fashion-rental companies elsewhere in Europe. Pouttu and Kivimurto intend to continue building their current customer base in Finland, and say the biggest challenge is to win trust with a Finnish public that is still somewhat cautious about buying or hiring luxury goods through the internet. “All of our bags are certified 100% authentic, but people in Finland are wary about buying designer products without seeing them in the flesh first, because there are so many fakes out there in the market,” says Pouttu. Fashion-conscious women will remain the main clients, but the two fashion entrepreneurs don’t rule out expanding into the male fashion market: “I think women understand a bit better than men the attraction of a designer handbag. I compare it to buying a sports car – you don’t need a luxury car to get from A to B. We don’t have any man-bags in our collection at the moment, but maybe in the future!”