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Rent the Runway Revolutionizes E-commerce by Turning Customers into Models

posted 14 Apr 2013, 08:51 by Mpelembe   [ updated 14 Apr 2013, 08:52 ]

New Social Platform Our Runway Offers Consumers Forum to Celebrate, Share and Rent Luxury Fashion as Seen on Real Women

NEW YORKOct. 22, 2012 /PRNewswire/ -- Rent the Runway, ( the leading online destination for dress and accessory rentals, will unveil the first-ever online social shopping platform – Our Runway – on Monday, October 22, 2012, allowing women to rent looks based on user-generated photos of real women with similar body types. With an overall brand mission to democratize luxury fashion, Rent the Runway will add another layer of accessibility with Our Runway which challenges the industry's history of promoting traditionally thin models, as consumers share snapshots of their life all dressed up – at a wedding, a birthday bash, a first date night or a black tie gala. Taking inspiration from women with similar body shapes, consumers can utilize the Find Women Like Me tool, in which they enter their height, bust size, dress size and age; they can then view thousands of women with comparable shapes in dresses available for rent.

"Consumers today are incredibly smart and truly care about seeing what a product looks like on a real woman," stated Jennifer Hyman , CEO and Co-founder of Rent the Runway.  She added, "With Our Runway, we are creating a platform for the everyday woman to discover amazing styles that work best for her body, and forming a community that celebrates every woman's special moments. It's empowering to see thousands of photos of diverse women of all ages, sizes and ethnicities feeling self-confident."

Our Runway customizes the rental experience further, not just by narrowing down dress recommendations by size or silhouette, but by showcasing fellow "renters" with similar body shapes that brought the dress from screen to life.  Once a customer utilizes the Find Women Like Me tool, they will be able to filter by key categories such as designer brand, price, color, style and desired delivery date.  Rent the Runway members will also be able to comment on a customer's photo, asking questions about the fit or style of a dress, or simply compliment the look.  With the ability to comment and compliment, the new shopping platform will add an inherent social layer to the website and turn customers into influential stylists. Prior to launchingOur Runway, the company organically received over 12,000 user-generated photos to date. Highly engaged members who have viewed these photos are 200% more likely to rent than those who have viewed a product shot on a model.        

Jenny Fleiss , President and Co-Founder of Rent the Runway, commented, "Our Runway is like the 'pay it forward' of online fashion, allowing our users to share their discovery of a brilliant cut for curves, a waist-narrowing seam or a neckline that draws all eyes up." Added Fleiss, "Looking back on every major moment in a woman's life, she can always recall what she was wearing. We are using real customers to rent clothing, something that many retail brands would consider a risk, because we believe there is nothing more powerful than the confidence a woman exudes in a snapshot from her Rent the Runway moment."

Rent the Runway is the premier online destination for dress and accessory rentals.  With a revolving roster of over 160 top designers, 25,000 of the season's hottest dresses, and 4,000 accessories, Rent the Runway is designer fashion delivered to her doorstep for a fraction of the price.  For all of life's special occasions, provides the Cinderella experience for women everywhere.

SOURCE Rent the Runway