In a world that craves constant novelty, the traditional approach of owning luxury fashion items is no longer the only option. Rent The Runway (RTR), a pioneering fashion website company founded in 2009 by Jenn Hyman and Jenny Fleiss, offers an alternative that allows customers to rent luxury items rather than purchase them.
With a mission to empower women to feel their best every day and a vision to become a starting point for the circular economy, Rent The Runway has disrupted the trillion-dollar fashion industry and changed the way women experience fashion forever.
A Dream Turned Reality: The Birth of Rent the Runway
Rent The Runway's journey began with a moment of inspiration during Thanksgiving break in 2008. Jenn Hyman's younger sister, Becky, showed off a pricey designer dress she had purchased for a wedding, leading Jenn to wonder if it would be smarter to rent such high-end items instead. She shared this idea with her friend, Jenny Fleiss, and together, they embarked on a mission to revolutionize the fashion industry.
In December 2008, they reached out to fashion icon Diane von Furstenberg, who initially had reservations but eventually provided valuable business advice and support. This encouragement pushed Jenn and Jenny to test the concept further. They set up a pop-up shop on Harvard's campus in April 2009, where students could try on and rent dresses on the spot. Witnessing the excitement of their peers validated their belief that renting could empower women to feel amazing in their outfits.
Rent The Runway's online debut in November of that same year heralded the beginning of a rental revolution that would forever alter women's attitudes toward clothing.
Empowering Women through Rental and Community
At the core of Rent The Runway's vision is the belief that fashion is not just about owning clothes but also about self-expression and community. By offering an infinite selection of designer styles to rent, wear, and return (or keep), Rent The Runway empowers women to save time, money, and have more fun getting dressed. The company's platform serves as a community where members share not only clothes but also inspiration and ideas, fostering a sense of belonging and support among users.
Rent The Runway expanded its offerings over the years, catering to a diverse range of customers. In September 2013, they launched a plus-size category, embracing inclusivity and giving everyone the self-confidence that comes with looking and feeling their best. They continued to innovate, opening their first standalone store in New York City in October 2014 and introducing monthly subscriptions in March 2016, which allowed users to access an always-rotating selection of designer styles for a flat price, with no commitments.
How Rent the Runway Works:
Rent The Runway offers both one-time rentals and monthly subscriptions to suit different customer preferences. For one-time rentals, customers reserve an outfit in advance for a specific date and keep the items for 4 or 8 days. The rentals arrive dry cleaned and ready to wear, and customers can return them using the provided prepaid shipping label.
With the monthly subscriptions, users can access an ever-changing assortment of designer apparel, accessories, and more for one flat price. They start with 5 items at a time, with the flexibility to customize their plans, add or remove spots, and adjust shipments based on their needs. Members can wear the items for as long as they like and instantly pick their next shipment before returning the previous items.
Membership Perks and Sustainability Focus
Rent The Runway's subscription model comes with various perks, including full-service fashion, members-only sales, flexibility, and a personalized fit tool based on thousands of member reviews. RTR also emphasizes sustainable practices, contributing to the circular economy by offering rental and resale options, thus reducing the environmental impact of fashion consumption.
Wear Luxury for Less
Rent the Runway's innovative approach has made luxury fashion more accessible than ever before. With over 750 designers to choose from, customers can find the perfect outfit for any occasion, supported by RTR Concierge's personalized assistance.
Rent the Runway ensures a seamless and enjoyable experience for its customers by offering fast, free shipping and dry cleaning. With plans that allow users to rent 10 designer styles per month for less than $10 per item, the company proves that high-end fashion doesn't have to come with a high price tag.
The Fashion Future with Rent the Runway
Since its inception, Rent the Runway has continuously evolved its offerings to provide customers with even more access and flexibility. The company's mission to empower women to feel their best every day has been unwavering, creating a community of fashion enthusiasts who embrace the concept of renting luxury.
As the fashion industry continues to shift toward sustainability and inclusivity, Rent the Runway stands at the forefront of this transformative movement. By encouraging a more circular approach to fashion consumption, Rent the Runway sets an inspiring example for the entire industry.
Rent The Runway's journey from a simple idea to a trailblazing fashion platform is a testament to the power of innovation and the impact of sustainable practices on the fashion industry. With the power to make anyone feel like a fashion icon, RTR continues to redefine the way women approach fashion, one rental at a time.
