Save 50% on a 3-month Digiday+ membership. Ends Dec 5.
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
In Graphic Detail: CMOs at a crossroads of power and proof
CMOs are closing out another year defined by churn and shifting ground.
As Black Friday nears, fake apologies from brands are all over Instagram
Brands have taken to social media in advance of Bliack Friday to ask followers for forgiveness. The catch: They’re apologizing for their products being too good.
Amid economic pressure, brands usher in Black Friday by trimming deals
While some companies are touting “bigger than ever” discounts for Black Friday and Cyber Monday, others are dialing back deals.