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How to Transform Consumer Behavior to Enable Customers to Not Only Accept but Desire Wearing Clothes That Others Have Worn Before
In 2008, it was considered disgusting to wear clothes that other people had worn before. The idea of a closet in the cloud and having a wardrobe on rotation was too big for where Rent the Runway was at the time. "We started with a consumer value proposition that was really easy for people to get their arms around," she says. 'Every aspect of the experience felt luxury' from photography to packaging,. We were like, we need to be in the New York Times because they have a lot of traffic.'