"No Deadline" Package Makes Dress Renting A Daily Choice.

Perhaps female users would only rent occasionally for special occasions.

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Today, from $30 casual T-shirt to $600,

Rentthe Runway has made clothing leasing a more routine choice.

Rentthe Runway is an online clothing rental platform in the United States. It was founded in November 2009 by two women, Jennifer Fellowes and Jennifer Hayman.

The company started by electricity providers, and then opened in New York, Chicago, Las Vegas and other cities offline stores.

The company received D round 60 million financing in 2014. Up to now, the total amount of financing has reached US $116 million.

According to us business magazine, the total revenue of Rentthe Runway is expected to exceed $100 million this year.

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

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

They eat lunch together at school every week and brainstorm the idea of starting a business.

One Thanksgiving Day, Hayman's sister Becky wanted to wear a beautiful dress to attend other people's wedding, but she didn't want to spend too much money on clothes that she usually didn't wear very often.

From that moment on, Hayman and his 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) -- Rentthe Runway.

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

Rentthe Runway, 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 dresses and accessories when attending special occasions, and be able to see the whole scene like Cinderella on important days, and turn into the heroine in the 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, Rentthe 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 twenty-first Century, when many things had become the necessities of life, such as music, movies, cars and so on, our wardrobe was ignored.

Rentthe Runway has pioneered a new business model and philosophy that advocates a smarter and more realistic way of life.

According to the report, the company now has more than 500 employees and 3200 dry clothes per hour.

At the same time, the website has provided more than 100 thousand garments and accessories, and has established cooperative relationships with 350 designer brands, including Calvin Klein, Vera Wang and so on.

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 spend only 139 dollars a month on their hands, and they can hold no more than 3 pieces of clothing without a deadline.

Users have a lot of choices, including the extremely sought after designer brand 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 don't like the clothes you receive, you can return them immediately and choose another one on the website or App.

The freight and dry cleaning costs are paid by Rentthe Runway.

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

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Set up a platform for "experimental market".

As Hayman said, "in this clothing market, 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 dress, such as basic interior decoration, windbreaker, dress and so on, 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 is said that there is always less clothing in the girl's wardrobe. RenttheRunway's leasing mode is full of attraction for consumers who like to buy Forever21 and H&M fast fashion brands.

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

JillianD''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.

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

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

Rentthe Runway allows her to freely enjoy all kinds of designer brands she loves, such as ToryBurch and JasonWu.

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, Rentthe Runway also set up a platform for young designers and brands to be 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.

In the face of many young people who are ready 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 LornaHall 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 Rentthe Runway is that feeling a beautiful dress should not be built on the basis of having it.