Rent the Runway's First Ad Transforms Closets into Personal Spaces
Ellen Smith — October 18, 2017 — Marketing
References: renttherunway & adweek
A mini gym, a band practice room and a tech start-up space are all theoretical ideas thrown around in Rent the Runway's first national ad campaign, which encourages consumers to imagine what their closet could be converted into if it wasn't full of clothes one never wears.
Rent the Runway aims to change the way women dress and shop, through offering a clothing renting service, which enables individuals to order and try out multiple styles and fashions, while eliminating the monetary commitment. In an effort to advertise to a wider national audience and to promote its new, more affordable membership, the brand's campaign is informing users of its rental service, which is attempting to compete with retailers like Amazon and Forever21.
Rent the Runway aims to change the way women dress and shop, through offering a clothing renting service, which enables individuals to order and try out multiple styles and fashions, while eliminating the monetary commitment. In an effort to advertise to a wider national audience and to promote its new, more affordable membership, the brand's campaign is informing users of its rental service, which is attempting to compete with retailers like Amazon and Forever21.
Trend Themes
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Clothing Rental Services — There is an opportunity for disruptive innovation in offering clothing rental services for men and expanding the concept from formalwear to everyday attire.
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Closet Conversion — The concept of closet conversion can be expanded to include the conversion of unused rooms in people's homes into multi-functional spaces.
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Sustainable Fashion — There is a growing trend towards sustainable fashion, and clothing rental services can play a key role in promoting a more environmentally-friendly approach to fashion.
Industry Implications
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Fashion Rental — With the expansion of clothing rental services, there is potential for disruption in the fashion industry, specifically in how consumers acquire and purchase clothing.
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Home Renovation — Closet conversions and the creation of multi-functional spaces in people's homes can disrupt the home renovation industry by offering a more affordable and creative solution for those looking to optimize their living spaces.
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Sustainability — The trend towards sustainable fashion can disrupt the fashion industry and promote the growth of sustainable practices in other industries.
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