Rent the Runway launches first data-driven collaborative collection

Rent the Runway, the rental service offering apparel and accessories by over 600 brands, now has a brand to call its own. The online retailer is partnering up with prominent fashion designers to create pieces that cater specifically to its customers. “We have millions of data points that our customers provide about wear rate, where they’re wearing the clothes, fit by style and sizes, demand by hem line, sleeve length, demand by geo region etc, and all the feedback in funneled to our designer”, a spokesperson for the company told FashionUnited by email. The project is called “Designer Collective”.