Rent The Runway, The Originator Of Electric Business: I Set You Up To Play The Opera.

If there are fairy tales in the world of startups, Jennifer Fellowes and Jennifer Hyman must be the protagonists in the story.

According to the US media Daily Muse, they are classmates at Harvard Business School, Forrest learns finance, and Hayman majors in marketing.

They have lunch together at school every week, and brainstorming the idea of entrepreneurship.

One Thanksgiving Day, Hayman's sister Becky wanted to wear a beautiful one.

To attend other people's wedding, but do not want to spend too much money on something that is not usually worn.

Up.

From that moment on, Hayman and her mind came up with the idea of creating an online clothing rental platform, the "Netflix" of the fashion industry (the largest online movie rental provider in the US) -- Rent the Runway.

"No deadline" package makes dress renting a daily choice.

The Chinese meaning of the name is to rent the T home.

This young American start-up company names the website, hoping that all the girls can borrow their favorite when attending special occasions.

And accessories, like Cinderella, can be seen on the important day, changing into the heroine in fairy tales.

Website users can rent the original expensive clothes at about 90 percent off of the retail price.

In this sales oriented clothing market, Rent the Runway has its own different ideas.

"We are not disrupting the existing market. We are building a new market."

Hayman said.

There is a saying on the website: in the twenty-first Century, when many things had become the necessities of life, such as music, movies, cars, and so on,

But it was ignored.

Rent the Runway has pioneered a completely new business model and concept, advocating a more intelligent and realistic way of life.

According to Rent theRunway's official website, the company now has more than 500 employees who are dry cleaned every hour.

Up to 3200 pieces.

At the same time, the website provides

And accessories have more than 100 thousand pieces, and 350 homes.

The brand has established cooperative relationships, including Calvin Klein and Vera Wang, which are well known.

What is more gratifying to the users is that many of the new season's major brands will appear on the website for rent.

I have to mention that the "no deadline" package makes a great contribution to the company's total revenue.

Hayman described the project like this: "it put your wardrobe in the clouds."

The project provides users with a "deadline free" set meal. Users can only spend $139 a month, and they can hold no more than 3 pieces without a deadline.

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Users have a lot of choices, including the most sought after.

Moschino, Opening Ceremony, MSGM, Red Valentino and so on.

When a female user picks up a favorite dress, she can rent the dress according to her mind only once a month, half a year, a year or even on the premise of using the "no deadline" package.

If you feel that you have received it

If you don't like it, you can return it immediately and choose another one on the website or App.

The freight and dry cleaning costs are paid by Rent the Runway.

The "no deadline" ordering package can be regarded as an extension of the initial business model of Rent the Runway.

Perhaps female users would only rent some wedding dresses occasionally for special occasions.

Now, from $30 casual T-shirt to $600 in professional wear, the "no time" package makes clothing rentals a more routine choice.

Set up a platform for "experimental market".

As Hayman said, "this

In China, people's daily needs are more important. Our subscription service can meet the basic needs of users. "

Indeed, there may not be many days for women to dress up in their lives, and work is still their daily main activity.

Therefore, simple and practical daily clothing, such as basic inside, windbreaker,

And so on, which is expected by most users, and the "no deadline" ordering package can not only satisfy this point, but also provide the beautiful women with the opportunity of dressing less.

It's always said there's always one girl in the closet.

For everyday consumers who like to buy Forever 21 and H&M fast fashion brands, the leasing mode of Rent the Runway is full of attraction.

Jillian D'Onfro, editor of BusinessInsider, a famous American science and technology website, was also attracted by it. In November last year, it released a blog that experienced the "no deadline" package and got hundreds of thousands of reading.

Jillian D'Onfro said that before ordering the meal, she could not stop filling her closet with relatively inexpensive new clothes, because she likes to dress differently every day.

And Rent the Runway seems to be a perfect solution to her over consumption problem, because the rental mode can not only satisfy her pursuit of new style, but also avoid the waste of clothes.

Jillian D'Onfro has been deeply in love with such a new mode of rental service.

Rent the Runway allows her to freely enjoy all kinds of things she loves, such as Tory Burch, Jason Wu and so on.

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She pointed out that although there are still some shortcomings in the project, she has gained a very good experience in the past few months from a user perspective and has completely changed her view of personal wardrobe.

Not only is it the most convenient way to pform Cinderella, but Rent the Runway is also young.

And brands built a platform called "experimental market" by Forrest.

Young designers who have a cooperative relationship with the website can use this platform to get effective exposure in front of specific consumer groups.

"We saw these girls spinning around the fitting mirror before they put on the designer's skirt provided by the website."

Fellowes said, "good fitting experience can always bring more potential customers and conversion buying rates to these young designer brands.

At the same time, it can also inspire designers to produce more excellent works.

Faced with many new entries nowadays

Young people who are preparing to start their own business, Hayman, suggests not to waste too much time trying to figure out what to do and make a series of strategies.

She said, "do it directly, make mistakes, and then grope for and correct it.

The goal of startups should be: the more things you try, the better, the sooner you fail, the better, and then find ways to stand up and move forward from where you fall. "

The attractiveness of the dress renting mode to modern young people makes them more accustomed to sharing the economy.

As Lorna Hall of WGSN, a trend forecasting and analysis company, said in an interview, "this is a matter that exists in the new era, and a more objective attitude towards" owning ".

In this sense, the reason for the existence of Rent the Runway is that feeling a beautiful dress should not be built on the basis of having it.