The Project

Situation:

Rent the Runway was a successful platform for renting both work attire and formal outfits. With work from home becoming more standardized, people reconsidering events and with an increase of resale site competitors, Rent The Runway had to rethink their positioning and their customer.

Objective:
Develop a brand strategy that distinguishes Rent the Runway from the competition and provides the modern fashion consumer with an offering that reflects their new way of living. In addition to developing a new strategy for the brand there was a need to inspire internal teams across the company to get a genuine sense of who the new customer was.

Solution:

We developed a research plan to better understand who the modern fashion consumer was, what mattered to them and what they needed. The insights from the research informed a new brand strategy for Rent the Runway. Utilizing both a quantitative segmentation and the insights from the qualitative research, we developed mock blogs and Instagram profiles for each of the three unique consumer targets.