Rent the Runway

Let's talk about the genius idea of Rent the Runway. So, if you don't know, Rent the Runway is a high end clothing store that allowed individuals to rent their dresses (or now any type of clothing) for 4-8 days and simply return it when you are done wearing it. They target women that don't want to wear the same thing twice. It makes sense not to spend so much money on a dress when you know that you are only going to wear it a few times before you retire it out of your closet. Their digital marketing strategy is kind of amazing. They allow customers to write reviews and post pictures of the item of clothing they have worn and then allow future customers to search dresses that people with a similar body type wore and see how it looked on them. More than this, however, they also run promotions relating to the upcoming holiday. For instance, Rent the Runway is allowing any dress to be rented for $65. This is an incredible deal because some of their dresses can range from $150+ to be rented for 4 days (depending on the value and designer of the dress). What a brilliant idea.