Fashion is a mean and fickle industry: You spend one million space bucks on some really fancy designer item, only to be told that it’s “so last season.” That’s where businesses like Rent the Runway come in: They allow you to rent in-season designer garments for the night, or the week or the month so that you can have the look and pay the rent. If that sort of thing is important to you. New statistics from Rent the Runway have just been released, and it turns out that the company’s chief consumers aren’t fashion-happy galleristas and shop girls in New York or Los Angeles, but sorority girls at southern universities. Says a recent Wall Street Journal report on them:
College campuses—and even a few elite prep schools—make up roughly 25 percent of the company’s business and are a big source of its growth. “It starts out with prom and moves on to graduation,” says chief executive Jennifer Hyman, explaining how girls transition into loyal customers as they try out Alice & Olivia, D&G, Missoni, Diane von Furstenberg, Trina Turk and other designers—often for the first time.
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Rent the Runway, the site that literally rents out current season designer fashions, is launching a bridal dress shop next week. That means women like me, who don’t necessarily want to keep their bridal gown or spend thousands of dollars on one, will be able to rent a dress for their big day. As wedding season gets into full-swing, this is amazing news for the bride trying to plan a wedding on a budget. The groom gets to rent his tux; why shouldn’t the bride have that same opportunity? Let’s hope Rent the Runway also has a section for bridesmaids. [Racked] Keep reading »
If you’ve been lusting after that slinky little Proenza Schouler dress you saw in Vogue last month but the $1,800 price tag makes you sick to your stomach, all hope may not be lost. Rent the Runway, a new website which ended its test phase and is live as of today, offers four-day designer dress rentals for $50 to $200. Their inventory includes frocks by everyone from Lela Rose to Christian Siriano; the dresses arrive right at your door and come with a pre-paid return envelope. There is, however, a catch. Keep reading »