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
‘Predictability has become a luxury’: As the Iran war drags on, ad markets are starting to sweat
Whatever hope remained that this would be a short war is fading. And with it, the assumption that the economic damage would be too.
Walmart-Vizio’s CTV measurement faces incrementality hurdle
Walmart’s Vizio deal promises closed-loop CTV measurement, but brands are waiting for data clean rooms and proof of incrementality.
How E.l.f. Beauty is using AI to alleviate the workload of its workforce
E.l.f. Beauty’s chief digital officer, Ekta Chopra, shared the four pillars that guide the beauty brand’s approach to AI implementation.