Changing Customer Behaviors and Industry Norms
When Jennifer Fleiss and Jennifer Hyman started Rent the Runway (RTR) in 2009, they wanted to provide women with “aspirational products from top designers” that they might otherwise not be able to afford.1 In 2012, the firm has over 3 million customers and is adding about 100,000 new members each month. RTR members typically range from 15- to 35-year-olds.2
To use the website, you must first become a member, which is free. This gives you access to over 25,000 dresses and 4,000 accessories in sizes 0–16 with rental prices ranging from approximately $30 to $250. Each rental includes a backup size at no additional cost to ensure fit, and customers can also get a second ...
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