Haute Couture is a French phrase for high fashion. Couture means dressmaking, sewing, or needlework and haute means elegant or high, so the two combined imply excellent artistry with the fashioning of garments. Dependant on the design house and the garment, the cost of an item can runs from about USD10,000 for a simple blouse to more than USD40,000 and often beyond that figure making it an impossible proposition for most fashion aware people.
From fine automobiles to designer handbags, we've covered various companies that let consumers rent expensive objects instead of buying them. The latest to join the herd is New York-based Rent the Runway (RTR), which allows women to rent designer dresses.
Dress-seekers browse RTR's collection and schedule a delivery date (next-day delivery is available, as well as same-day in New York City). the company then sends them the dress, including a second, back-up size to make sure the fit is as good as the design. Rental costs are around 10% of a garment's retail price, and range from USD 50–200. Customers can rent for four or eight days, after which they return the dress in the USPS return envelope that is provided. The extra size—which RTR includes at no extra cost—must be returned unworn.
Further proof that its founders have thought through the concept from a consumer's point of view, RTR also lets members rent a second style for just USD 25. Which gives them a back-up option for last-minute decisions, or a second dress to wear at an elaborate wedding or a multi-day event. Brands currently on offer include Just Cavalli, Helmut Lang, Proenza Schouler and Hervé Leger.
Appealing both to consumers who are cutting back for economic reasons, and to those who value experiences over ownership, there's plenty of room for concepts like Rent the Runway to grow, especially if they provide their clients with heightened convenience as well as heightened style. Undoubtedly a Shop to watch closely.
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