Start-up Yeechoo's 'shared wardrobe' offers Hongkongers dresses for rent

Hong Kong's love of the sharing economy has taken a fashionable turn with emerging start-up Yeechoo. Established last year by former colleagues and now business partners Shan Shan and Abby Zhang, the business lets Hong Kong women rent a range of dresses at a fraction of the retail price.

"We started Yeechoo because we experienced the same problem that every girl has. With occasions like a romantic dinner or a girl's night out, we need to dress up all the time. The problem is that we don't want to be seen in the same dress twice," says Shan. "At the same time, although we appreciate designer pieces, we cannot justify the high costs. That's why we created this shared closet."

Having grown up in the US and Australia, both founders recognised the exciting opportunity to maximise a dress' cost per wear. So with their finance background and quantitative skills, they established Yeechoo.

"In terms of pricing, Yeechoo ranges from one-seventh to as low as one-twentieth of the retail price. This pricing depends on several factors. For more casual pieces, we make the price lower. For gowns that are very formal, tend to be more delicate, and have higher-quality elements like beading and embroidery, we will charge a little more," says Zhang.

Stocking US sizes from 0 to 8, customers are able to view each of Yeechoo's garment choices online, make their selection, and have the piece delivered by courier for a four-day rental period. The business also offers an additional showroom service in Central should clients wish to try the dresses on. Designer labels on offer include Victoria Beckham, Badgley Mischka and Oscar de la Renta.