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21
mar
2017
Nicolas DIACONO
Technological Trends Senior Analyst
2 minutes

Rent your way to fashion!

The concept of Rent The Runway is clear: clients do not buy but rent clothes, shoes and other fashion accessories from a selection of over 200 000 items.

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.

Renttherunway_uneRent the Runway Store in New York City.

Why visiting the store : a space designed for women

RDV avec un styliste

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

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.

Louer : le concept

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.

achat en ligne

Omnichannel renting

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Contrary to other brands, that have often withdrawn these devices from their stores, Rent The Runway continues to use iPad minis 3 years later.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.

avis clients

Women first

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.

Communauté dédiée aux femmes

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.

Vivre l'expérience en images

Nicolas DIACONO
Technological Trends Senior Analyst
As an expert in emerging technologies, Nicolas travels to innovation shows around the world to spot and analyse the new trends.
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