5min chapter

Stanford GSB: View From The Top cover image

S6E8: Jennifer Hyman On The Power of Relentless Optimism

Stanford GSB: View From The Top

CHAPTER

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.'

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