Rent your way to fashion!
Concept : to rent rather than to possess
Why buy an evening dress that will most likely only be worn once?
The concept of Rent The Runway is clear: clients do not buy but rent clothes, shoes and other accessories created by over 400 different fashion designers.
Originally, Rent The Runway was a pure player, created in 2009. Since then, the brand has opened 6 stores and counts over 6 million clients.
Rent the Runway Store in New York City.
Why visiting the store : a space designed for women
Schedule a meeting with a fashion consultant
Clients can schedule a meeting with a stylist online to receive fashion tips in a designated area of the store: the style studio.
Stylists can also be found behind a counter used essentially as a collection point in the shop for clothes and accessories.
RFID at the heart of the brands service
Rent The Runway’s logistical strength comes from the use of RFID chips on their items. This system allows the brand to obtain a real time stock status which enables the store to offer the best service possible to their clients.
Rent clothes for 10% of the selling price
The rent can last from 4 to 8 days and costs roughly 10% of the selling price of the item. The rate includes 5$ for insurance and dry cleaning services. A membership of 139$ per month enables clients to rent an unlimited number of times.
The brand pioneered the in-store use of iPad mini’s enabling clients to sign-up to the renting service or to rent a product online that isn’t available in the store.
Contrary to other brands, that have often withdrawn these devices from their stores, Rent The Runway continues to use iPad minis 3 years later. The stores are a great example of Omnichannelling. The physical store and the website are tightly connected. Clients can use the Click and Collect service but can also order online a dress from the store to be delivered to their home.
The brand is an advocate for women empowerment… a model which should also most definitely be applied to other topics considering the importance role women have in families. Clients are in fact encouraged to leave a message on the shop window for women passing-by in the street.
A reassuring female community
The community of clients is at the center of customer experience, whether online or in store, client reviews are widely broadcast on the website and in shops via screens. At the shop entrance, encouragements to go and see online customer reviews are written on the walls.