The features of the brick and mortar store include a service area similar to the Genius Bar and a studio that offers personal styling appointments

Since 2009, Rent the Runway has been changing the meaning of ownership. Co-founded by Jennifer Hyman and Jennifer Fleiss, the fashion company gives people access to luxury experiences at a fraction of the cost and just opened a new 5,000 square feet store in New York, one that builds upon the data they've garnered on how its customers use the Rent the Runway website and app to enhance the retail experience.

Every detail of the store is designed to minimize the inconvenient aspects of in-store shopping: from the moment customers walk into the store, they’ll receive a personalized experience based on the company’s online shopping model and the store revolves around the brand’s Dream Closet. Check-in kiosks are available at the entrance, where shoppers can provide information about what they’re looking for, the occasion and their taste preferences. The store has over 60 dressing rooms and if the line is too long, shoppers are notified via text message when their fitting room is ready.

$15 provides access to this article and every case-study, interview, and analysis piece that we publish for the next 30 days. Our Premium Subscription also provides access to a database of over 100,000 articles on innovation in brand, customer, and retail experience.
Already a subscriber? Log in