A L U A A K H M AT U L I N A

KERIM ANNANUROV
YA N L A Z D Y N
 SUMMARY
Rent the Runway (RTR) is a leading fashion clothing rental company founded in 2009 by Jenn Hyman and
Jennifer Fleiss. RTR offers one-time rentals for special events and a popular monthly subscription service,
providing customers access to over 15,000 styles from 600 brands. Despite a supply chain crisis in 2019,
RTR has retained customer loyalty, offering full refunds and compensation. With a valuation of $1 billion,
RTR continues to expand its offerings and focuses on ensuring quality and timely delivery to maintain
customer confidence in its innovative service.
 FACED CALLANGHES
• Supply Chain Management: Rent the Runway deals with the complex task of managing shipments for millions of customers, including reverse logistics.
• Technological Infrastructure: The company faced supply chain issues due to crashed systems and malfunctioning inventory management software.
• On-Time Delivery: Timely delivery is crucial for customer satisfaction, especially for events or subscription plans.
• Customer Service and Communication: Effective communication and handling of customer complaints are essential for maintaining trust.
• Customer Loyalty: Rent the Runway aimed to retain customer loyalty through refunds, compensation, and frequent communication.
• Expansion and Diversification: The company faces the challenge of expanding its offerings while ensuring quality and timely delivery.
MARKETING
CONCEPTS
KNOWLEDGE MANAGEMENT
Rent the Runway utilizes knowledge management to gather, organize, and
utilize information for better decision-making and performance. It enables
the company to track trends and customer preferences, optimize inventory
management, streamline the supply chain, and enhance customer
relationship management for personalized experiences and increased
customer satisfaction.
MARKETING
CONCEPTS
INDEPENDENT
INTERMEDIARIES
Independent intermediaries are entities that facilitate
product distribution between a company and its
customers.

Rent the Runway utilizes limited independent

intermediaries in its business model. These include
logistics partners like FedEx for item delivery and
strategic partnerships with W Hotels to enhance the
customer experience. These intermediaries contribute to
efficient distribution and convenience for Rent the
Runway's customers.
 MARKETING
STRATEGIES
• Subscription model

• Extensive inventory

• Customer Experience and Convenience

• Brand Partnerships and Expansion

• Customer Communication and Relationship

Customer
Relationship
Management
Rent the Runway embraces
sustainability, appealing to Gen
Z consumers through its
business model:

• Sharing Economy & Circular Fashion: Renting clothes promotes circular fashion and reduces
the environmental impact of fast fashion.
• Reduced Clothing Waste: Renting instead of buying reduces clothing waste and minimizes
items ending up in landfills.
• Efficient Inventory Management: Rent the Runway optimizes inventory, minimizing
overproduction and resource strain.
• Reverse Logistics & Product Lifecycle: Effective management of returns, cleaning, and
repairs maximizes garment usage and minimizes waste.
• Expansion into Sustainable Categories: The company expands into sustainable options like
athleisure and children's clothing.
• Partnerships with Sustainable Brands: Rent the Runway collaborates with over 600 brands
aligned with sustainable practices.
• Customer Education & Conscious Consumption: Educating customers about the impact of fast
fashion encourages conscious consumption. Rent the Runway addresses supply chain
challenges while striving to meet sustainability expectations of Gen Z consumers.
THANK
YOU!!!