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Renting a handful of luxury
Meghan Doyle attracts a lot of attention walking around campus with an authentic Louis Vuitton Papillon bag. The 19yearold freshman at Wheaton College acknowledges that this caliber of handbag, which retails for more than $500, is not exactly a wardrobe staple for the average college student.
Doyle also turned heads last month with a Chanel purse. ''People are always coming up to me and commenting on the bags, asking me if they're real," she said.
Yes, they're real, Doyle tells them. They're also rented. Doyle recently exchanged her Chanel bag for a new Louis Vuitton through a designer handbag club she joined last year.
In the age of new luxury where some people would forgo a month's rent for the new Chloe Paddington bag, retail analysts say there is a burgeoning group of middleclass Americans who are indulging a yen for highend fashion with small compromises; they pair H with Hermes, wear their Tiffany bracelets to Target, and rent their designer handbags. Companies such as Bag Borrow or Steal and From Bags to Riches are catering to fashionistas who lack the disposable income to satisfy their cravings for Coach satchels and Chanel clutches, but for whom carrying a cheaper knockoff is blasphemy.
Services to rent luxury automobiles and designer wedding dresses already exist, and analysts predict more such companies may sprout up if interest in highend products continues.
Bag Borrow or Steal is an online company that works like a Netflix for handbags: Customers pay a monthly fee for access to a collection of authentic designer handbags. Membership levels ranging from Trendsetter ($19.95) to Diva Deluxe ($174.95) determine whether a customer borrows a Coach minibag or an expensive, hardtoget Hermes tote. Members may borrow the bag for as long as they like, and when they're ready for a change they can go online and order another. The company also offers the option to buy the bag at a discounted price determined by the bag's age and condition.
Doyle and her mother split a Diva Deluxe membership, which allows customers to rent two bags at once. ''I usually order a new bag each month. My mom tends to hold on to hers a little longer," she said.
Instead of charging a membership fee, From Bags to Riches, another online company, allows customers to rent handbags on a weekly or monthly basis. The bags are divided into collections like Madison Avenue, which features designers such as Cole Haan, Coach, and Dooney Bourke, and Monaco Runway, which includes Dior, Fendi, and Dolce Gabbana. The rentals range from $19.90 to $72.90 a month and vary by collection. From Bags to Riches also offers an option to buy the bag, with a percentage of each rental going toward the final cost.
Both companies require customers to maintain the bag's original condition but do clean and shine the items again before renting them back out. The companies also allow customers to purchase insurance to cover the cost of damaged bags, but the insurance does not cover theft. Once bags are retired, the companies relegate them to a bargain bin, where members and customers can buy them at a hefty discount.
While renting handbags is a relatively new concept, Maura McGreevy, 21, used to scour the Internet wondering if such a service existed. A junior at Boston University, McGreevy stumbled across Bag Borrow or Steal last year and has been a member ever since.
She said the company introduced her to new designers such as Tano and Baby Phat, which she said she probably wouldn't have discovered on her own. Also, renting solves a familiar quandary for handbag junkies like McGreevy, who after plunking down a month's rent on a handbag, tire of it after one season.
According to Silverstein's book, the new luxury market will continue to grow at a rate of 15 percent per year, reaching $1 trillion by the end of the decade. A November 2004 survey by the Boston Consulting Group of 2,100 adults with household incomes of $50,000 or more shows that the vast majority of people ''pay a little more" or ''pay as much as I can" in at least five categories, including cars, homes, appliances, and dining out.
''Handbags are definitely a 'trading up' category," Silverstein said. ''Coach has driven to $1.4 billion in revenues and a market value above $10 billion based on the phenomenon."
Handbags are also a ''neutral" category, where compliments are easy to garner while an article of clothing, for instance, may not be as noticeable, he said.
According to Silverstein, the average luxurybag consumer buys more than four designer bags a year, paying about $200 to $300 per bag. ''She keeps them for more than five years. On a per usage basis, that's less than a $1 per day per bag. That's hard to beat with a rental," he said.
Nonetheless, some rental companies are attracting such customers in throngs, according to Michael Smith, the CEO of Bag Borrow or Steal. ''We're creating an entirely new market. We're granting access to designers that many people would not have had access to before," he said. While some people may purchase a $300 Coach bag on their own, Smith said many may not be in the financial situation to purchase others from Chanel, Louis Vuitton, or Chloe that can cost upwards of $1,000.
''Most of our customers already own a number of designer bags but use our company as a means of accessing a larger variety of them," said Kara Richter, the founder of From Bags to Riches. Richter said her average customer is between 26 and 35 years old with an annual income between $50,000 and $75,000. ''Many cannot afford to purchase more than one designer bag a year," she said.
Beth Simpson, 39, who lives on the North Shore, received her subscription to Bag Borrow or Steal as an anniversary gift from her husband. She has since retired her ''beaten up black Coach bag" and said she has been enjoying ''that new purse feeling" on a regular basis.
Simpson said this service affords her the liberty to be a little more experimental,[url=http://www.fcgeo.ca]cheap ugg boots[/url], whereas budget constraints usually dictate she be more neutral when buying a designer handbag.
''I borrowed a pastel Coach demi bag that was super cute and perfect for over the summer," she said. ''But it was not something I could've justified purchasing if I was only going to wear it for a month or two."
Christina Leahy, 31, of Dedham, said without the rentals she'd never have been able to afford an authentic Coach bag, and noted that even fake ones can cost more than $100.
''I've had a few fakes but you feel so much prouder walking around with a real one," said Leahy, who purchased a patchwork Coach bag from Bag Borrow or Steal and is now renting a smaller version of the same bag from From Bags to Riches.

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the court thinks: thunder time according to the school arrangement to block out dense primary school examination by electrocution, Lei time by electric shock death indeed to the two plaintiffs both economically and mentally caused a loss, the two original told request compensation for the Institute supports,[link widoczny dla zalogowanych], the defendant Zhenxiong County Central School of throwing machine underage students out examination, it should fulfill the obligation of care and management of the students, but students after the test, the number of not to ignore in the homogeneous case, not to the corresponding, monitoring and management responsibilities, not >
recently,[link widoczny dla zalogowanych], Zhenxiong County in Yunnan province people's court heard the case in the school organizes the student to go out during the examination of electrocution, because compensation disputes of electric power operation fault school supervision shall assume the liability of compensation for personal injury. Although the parties mutual shirk responsibility, the court finally decides legally responsible parties bear the relevant responsibility,[link widoczny dla zalogowanych], but the majority of remote area power facilities in our aging, chaos in power operation management should cause the relevant departments attach great importance to local farmers, the rural power grid renovation project can be more substantial popularity.
the plaintiff Lei Yingquan, Chen Shanduan couples, the thunder time tie their second son, was born in December 9,[link widoczny dla zalogowanych], 2001. Love is Lei Po Ji Zhen Du Mi Cun, the third grade primary school students home, school final centralized measurement, Lei attended primary school years home hospital was arranged July 12, 2011 in tightly blocking centralized examination,[link widoczny dla zalogowanych], the third grade primary school, students love the thunder by Deng Shengfa teacher led to blocking, dense small examination, the afternoon after the exam the students, not to homogeneous case,[link widoczny dla zalogowanych], led the teacher will students back, that night, Lei Yingquan couples find ray time examination did not return, he asked people to look around,[link widoczny dla zalogowanych], and call the teacher led Deng Shengfa to fail, the next morning, the plaintiff couple et al to tightly blocking for primary school, only to find that guy at the time lay in mine for tightly blocking the health room opposite the space fixed poles, grasp the cable line,[link widoczny dla zalogowanych], has been electrocution. The other identified: plugging Mi Cun distribution room from Heng to line property line blocking Mi Cun 24 farmers group investment erection, the property of all the villagers all lines,[link widoczny dla zalogowanych], the villagers' representative meeting decided, this section of line by blocking the dense villagers committee maintenance management, blocking dense Cun Wei Hui and the defendant Zhao Zewen signed an agreement to be part of the line Zhao Zewen entrusted to the management and maintenance, management remuneration paid by the electrical units and users. Lighting circuit property connection from power distribution room of the villagers themselves all, self management and maintenance. Idle in blocking dense village health room across the line,[link widoczny dla zalogowanych], in only a pole,[link widoczny dla zalogowanych], pole by a cable wire into the internal fixation,[link widoczny dla zalogowanych], lighting circuit, two defendants Hu Yonghua Yuan Shuquan home on the above frame is arranged on the cable, ray Hu Yonghua, Yuan Shuquan love is dual-purpose lighting line households and pole wiring contact wire, caused by charged by electrocution. Also see: in previous years not thunder accident, the transmission line had had the animals were electric shock accident, the villagers to the village committee to reflect the required remove hidden trouble failed. Years after the death of thunder, blocking dense village committee has pay 20000 yuan to the plaintiff couple, as costs associated with an embedded ray time.
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May 23rd, Dengzhou Ji Tan Zhen Beibei kindergarten in the process with the school bus in the morning preschool, a 3 year old Lee's forgotten school car, afternoon sent students home, only to find that the infant choking in the car. After the hospital rescue invalid death.