Luxury fashion rental companies have become unlikely allies for designer brands.
Platforms like Rent the Runway, armed with data on what their customers like, are working with high end brands to inform their collections of luxury dresses, accessories and outerwear. Some items on Rent the Runway are even designed exclusively for the platform, where customers can rent them for 10 to 20 percent of the full retail price. If a designer collection isn’t eye-catching enough, or trendy enough, Rent the Runway will consult with the designers in order to get pieces custom-made specifically to appeal to the company’s customer demographic. Sarah Tam, Rent the Runway’s svp of merchandising, works with labels like Tanya Taylor, Jason Wu, Marchesa and others to guide them in designing more rentable pieces.
To read the rest of this story, please visit Glossy.
More in Marketing
‘There’s nothing wrong with being a heritage brand’: How Revlon is updating its image by looking to the past
Revlon named musician and actress Teyana Taylor and country music star Megan Moroney as the faces of its “Revlon Be Unforgettable” campaign.
Inside agency OK Future’s AI ‘pressure cooker’ experiment with Goodwipes
OK Future cut Goodwipes’ AI spoof from six weeks to four days, exposing big savings and burnout risks.
From influencers to AI, here’s what Gen Alpha thinks about your brand
The Gen Alpha cohort now influences nearly half of total U.S. household spending in families with children ages 8-14.