Abstract
Rent the Runway (RTR) was founded in New York City in November 2009 by Jennifer Hyman and Jennifer Fleiss, with the idea that nowadays female consumers purchase costly products for the reason that they create a unique experience that goes farther than the price itself. Hyman observed a business opportunity; women who seek to have that experience also have budget and social limitation, since the clothes were used specifically for one occasion. For this reason, Rent the Runway has been established as an eCommerce business with a goal to democratize luxury in the U.S. by enabling millions of women the access to wear expensive clothing and accessories.
