design:retail - September 2015 - (Page 24)

clicks & mortar 024 Something Borrowed M OV E OV E R FAST FAS H ION - borrowed fashion is already here. By allowing millions of women to rent special occasion designer apparel and accessories, Rent the Runway (launched as an e-commerce concept in 2009) is de-stigmatizing wearing something already worn by another. Fashion-loving gals now have access to more than 65,000 pre-worn dresses and 15,000 accessories-the creations of more than 300 designers from Valentino to Vera Wang-closeted in Rent the Runway's 160,000-sq.-ft. New Jersey warehouse. In August 2014, Rent the Runway went the way of bricks and mortar, opening a flagship in New York's Flatiron district. Since then, stores have opened in Washington, D.C., Las Vegas and Chicago, with more promised. New York-based TPG Architecture worked with Rent the Runway to develop its store design, which features an overall color palette of blush, champagne and bronze with silver accents. The salon vibe opens with a concierge greeter to check shoppers in. Individual dressing rooms SEPTEMBER 2015 DESIGNRETAILONLINE.COM feature custom valet fixtures to give customers plenty of room to display all of the items they want to try. A custom rolling rack handles stylist-selected garments and jewelry options. "The design was created from initial programming sessions and quickly took shape, focusing on the dressing rooms and the customer experience from start to finish," explains Ronald B. Alalouf, principal, TPG Architecture. "The goal is to be an extension of the online platform, but to offer an enhanced experience via environment and service." Stores stock a rotating mix to try on and take home the same day. For $25, shoppers can book 45-minute appointments with a stylist who pulls looks based on the customer's style profile. (Walkins and same-day renters also are welcome.) Once garments are selected, the rental process can take place in the dressing rooms via an iPad Mini, on the retail floor or at a discreet cashwrap. In-store tech allows "selfies" at a communal mirror via iPad, which can be directly emailed. Dressing room mirrors can be set to evening, office or outdoor lighting. iPad minis outside the door allow stylists to upload each dress the guest tries on and to add comments. Guests can access this info on the retailer's website. By tracking customer preferences, sizing notes and past rentals in their online profile, future rentals are a snap, er, click away. "Unlimited" is Rent the Runway's new subscription option up and running in Chicago. Netflix-style, shoppers rent as many items as desired (up to three at a time) for $99 a month. Returns are made either to the store or via provided pre-paid envelope. It's retail's version of streaming fashion. - Janet Groeber Photos courtesy of RENT THE RUNWAY http://www.DESIGNRETAILONLINE.COM

Table of Contents for the Digital Edition of design:retail - September 2015

design:retail - September 2015
Editor’s Note
Show Talk
On Trend
We Love This!
Designer Picks
Clicks & Mortar
How’d They Do That?
Have You Heard?
Shopper Insights
Shopping with Paco
2015 Portfolio Awards
Retail Design Luminaries
Retail Design Infl uencers
Retailer of the Year
Best Store Designs of the Year
Design Firms of the Year
Best Visual Merchandising Programs
Retail Superlatives

design:retail - September 2015