Last month, we launched Rent the Runway (RTR) on the Leap Platform in Dallas, Texas. This marks the 6th market on our platform, and our second door in Texas.
Throughout the month, lines stretched down the block and around the corner. Local Dallas shoppers were beyond excited to experience Rent the Runway’s designer apparel in person, with access to preloved merchandise up to 90% off retail prices. Leap was responsible for deploying store design, local marketing, and handling all aspects of real estate and store operations for the duration of the sample sale.
On the heels of this exciting moment, we wanted to take a look back and reflect on RTR’s story, and how they came to join the Leap Platform.
Rent the Runway, founded in 2009 by Jennifer Hyman and Jennifer Fleiss, transformed the way women get dressed by pioneering the Closet in the Cloud, offering designer clothing, accessories, and home décor rentals from over 700 brand partners.
For this activation, they wanted to launch a fully-branded sample sale with tech enabled operations and world class staff—all in a new premier retail location. Their goals were twofold: to sell their pre-loved inventory in a way that strengthened their brand, and leverage this in-person touchpoint to introduce new customers to their subscription offering.
With Leap, the process was essentially turnkey. We identified Dallas as the best fit for their next sale, they shipped over their units and shared their brand guidelines, and we deployed and ran their sample sale as outlined.
To drive local buzz and awareness, the Platform deployed local marketing, including Facebook ads, local influencers, a street team, a facade install, and more.
Leap enabled Rent the Runway to launch this sample sale in the right city and without a Rent the Runway team on the ground. As a result, new customers had the opportunity to experience the quality of Rent the Runway’s designer inventory and strength of the brand firsthand. After such an incredible launch, we cannot wait to see what’s next.
With the success of our first retail location in Dallas, we’re charting more Powered by Leap stores in this dynamic market. We look forward to growing more modern, category-creating brands with the Leap Platform.
The Digital Shelf Institute
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