'Rent the Runway' Now Has a Brick and Mortar Space

By: Mishal Omar - Dec 19, 2016
References: renttherunway & psfk
Rent the Runway was once an online-only service that allowed people to rent designer clothes and accessories, but the brand now has its own highly customized retail space in New York.

Using data that it has gathered on its site over the years, the space was designed to optimize the shopping experience for users and was inspired by the shopping habits that Rent the Runway previously tracked online. The space was designed to look like a large, luxury walk-in closet and the entire shopping process is customized to the visitors' individual needs. Upon entering, shoppers check in at kiosks where they provide information about what they're looking for, for what occasion and their taste preferences. The store has dozens of dressing rooms and shoppers receive texts when their fitting rooms are ready. The store also features touchscreen displays that allow visitors to view the thousands of clothes and accessories that Rent the Runway offers – with shoppers being able to request items that may not be in-store.

This extremely personalized retail space works to engage consumers, make them feel like their individual needs are being met and improves their commitment to making a purchase.