Two seats left to attend the Digiday Media Buying Summit:

Join us Oct. 15-17 in Phoenix to connect with top media buyers

SECURE YOUR SEAT

How fashion rental companies help designers reach new customers

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

Retail media boom forces grocers like Kroger, Albertsons to reorganize

Many of the largest grocers in the U.S., including Kroger and Albertsons, have restructured to bring their advertising and traditional retail businesses closer together.

The creator is splintering as AI forces a new reckoning

The next era of the creator economy won’t hinge on access to technology but on the intent.

A look at the wide-ranging jargon coming out of the many ad networks

Retail media is booming. Here’s a breakdown of the expanding media network landscape and why definitions behind retail, commerce and beyond matter.