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Rent the Runway's Jennifer Hyman | Designed by Data
Greymatter
Rent the Runway - The Customer Journey
The original vision for Rent the Runway was always about building this closet in the cloud. We heard from our customers that they wanted to rent clothes more than just for Friday or Saturday nights. So we had to evolve the product to be one, a set of subscription programs that the customer was paying for their usage and could personalize from there. And because it was a one size fits all product, the more she used it, great, because she was very happy, but also the more she use it, the more it reduced our gross margins.
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