Netflix for Couture
The latest innovation for the recession-chic woman: Rent the Runway, a company that rents out clothing for a four day period to consumers. For anywhere from $50-$200, people could rent clothing that could cost multiple times that amount sent right to their doorstep, wear it for the four day period, and then send it back in the supplied envelope where it will be dry cleaned and sent to the next person.
Only released for a week now, it has already had 20,000 subscribers. However, it has many surrounding issues. Firstly, the company has made the website available by invitation-only. Another problem is that since fashion changes quickly, the inventory will become outdated possibly before the company breaks even on profit.
Conversely, to ensure first-rate service, they have made a reservation system to ensure that dresses will arrive on time for people who wish to wear them on a specific date. It also offers 24 hour returns, re-sizing offers and insurance for damage. Customers can also choose a “backup” for an additional $25. Outfits come with a “fit kit” comprised of double-sided tape, bra strap adjusters and deodorant stain removers.
Some designers hope that it will increase product awareness and people will eventually go out and buy the item. Others are just glad that during a recession they could wear the latest fashions for cheap and not have to store them in their closets never to be worn again.
I am awaiting my membership approval now. We’ll see how successful this is in the future as it opens up to the public. Stay tuned.
