Rent the Runway CEO Jennifer Hyman | Designed by Data

TL;DR

Rent the Runway offers designer clothing rentals and subscriptions, aiming to replace the vast majority of seldom-used clothing in American closets. Their model emphasizes sustainability and consumer access to a diverse wardrobe while leveraging data to enhance inventory management and customer experience. By building strong relationships with brands, they facilitate customer discovery and retention, critical for success in the fashion industry.

Transcript

foreign hi everyone welcome to high conversations I'm Reed Hoffman General partner Greylock today I'm thrilled to welcome Jennifer Hyman the CEO and co-founder of Rent the Runway Rent the Runway launched in 2009 with a mission to democratize Fashion over the years the company has evolved significantly keeping up with the many major shifts to the re... Read More

Key Insights

• 👪 Rent the Runway has revolutionized the fashion industry by introducing the concept of clothing rental and subscription models.
• 😮 The company's success is based on its ability to adapt to industry shifts, such as the rise of mobile, social media's influence on shopping, and changing consumer preferences.
• 👪 Rent the Runway's vertically integrated operations and data-driven approach have enabled it to optimize inventory management, personalize customer experiences, and serve as a valuable partner to brands.
• 🏗️ Jennifer Hyman, the CEO and co-founder, emphasizes the importance of building trust and relationships within the fashion industry to drive success.
• 👪 The pandemic posed significant challenges to Rent the Runway but also provided an opportunity for transformation and innovation.
• 😑 The return of demand post-pandemic is expected to be driven by people's increased focus on social life and self-expression through fashion.

Questions & Answers

Q: What is the core business model of Rent the Runway?

Rent the Runway offers rental and subscription options for clothing, allowing users to access a wide range of designer options for special occasions or everyday wear.

Q: How does Rent the Runway benefit both customers and brands?

Rent the Runway provides customers with an unlimited closet and helps them make sustainable fashion choices by renting instead of owning. For brands, it serves as a powerful customer acquisition engine, allowing them to reach new customers and gain valuable insights into their preferences.

Q: How did Rent the Runway overcome initial pushback and gain trust from the fashion industry?

The company prioritized building relationships with brands and listened to their concerns. They demonstrated that renting clothes would not cannibalize sales but rather open up opportunities for brand discovery and long-term customer loyalty.

Q: How did the pandemic impact Rent the Runway's business?

The pandemic significantly reduced demand for rental fashion as people stayed home and focused less on dressing up. Rent the Runway had to cut costs, restructure operations, and focus on transforming the business to be ready for the post-pandemic world.

Summary

Jennifer Hyman, CEO and co-founder of Rent the Runway, discusses the evolution of the company and its mission to democratize fashion. She explains how Rent the Runway offers a rental subscription service and an a la carte option for customers to rent designer clothing. Hyman emphasizes the importance of data in their business model, both for optimizing inventory management and personalizing the customer experience. She also shares insights on leadership, innovation, and the challenges faced by female entrepreneurs in the industry.

Questions & Answers

Q: Where is Rent the Runway at today and how do you define the business?

Rent the Runway rents designer clothing and offers both a la carte and subscription options for customers. The company aims to replace the 50% of the American closet that is worn three times or less with rental instead of ownership. Rent the Runway's business model revolves around receiving, restoring, and delivering millions of individual items with a quick turnaround time. Their vertically integrated operations also serve as a discovery platform for brands to reach new customers.

Q: How does Rent the Runway use data to enhance its business model?

Data plays a crucial role in Rent the Runway's success. They capture data on customer rentals, warehouse operations, and customer usage patterns. This data helps optimize inventory management, improve clothing manufacturing, and personalize the customer experience. By understanding customer preferences and behavior, Rent the Runway can offer a wide variety of inventory and enhance customer loyalty. They have become a powerful customer acquisition engine for the brands they work with.

Q: How did Jennifer Hyman become an entrepreneur and leader?

Jennifer Hyman's passion for Rent the Runway's vision stems from her belief in the power of fashion as a form of self-expression. She wanted to disrupt the fashion industry and make it more accessible to everyone. Her background in journalism and sociology allowed her to observe major sociological trends and understand how Millennials and women experience the world. Her first taste of entrepreneurship came from building a wedding business for Starwood Hotels. Hyman's ability to influence and build teams led her to embrace entrepreneurship and become a natural leader.

Q: How did Rent the Runway overcome initial resistance from brands to embrace the idea of clothing rental?

Rent the Runway recognized the need to respect and understand the dynamics of the fashion industry. They spent time meeting with and listening to people in the industry, building relationships, and gaining insights into its challenges and opportunities. Hyman emphasized the importance of treating brand partners with trust and building long-term relationships. By proving that they could deliver value to brands, Rent the Runway became a trusted partner and a successful customer acquisition engine for them.

Q: How has Rent the Runway evolved its product offerings?

Rent the Runway initially started with renting dresses for special occasions and workwear. As customer demand grew, they expanded into offering subscription programs for more frequent rentals. However, the initial one-size-fits-all subscription program led to high engagement but reduced gross margins. To address this, they evolved their subscription programs to allow customers to pay for their usage and personalize their subscriptions based on the number of items and shipments. This change has helped increase contribution margins.

Q: How has Rent the Runway transformed into a data-driven company?

Rent the Runway recognized the financial use case for data in optimizing inventory management and enhancing the customer experience. Data helped them understand how clothing items decay over time and how to preserve their condition. It also allowed them to dispel myths about inventory damage caused by customers. On the customer side, data enabled personalization and challenged traditional fashion industry beliefs. When customers have the freedom to make bolder fashion choices, they express themselves more fully.

Q: How did Rent the Runway address the discrepancy in benefits between hourly and salaried employees?

Rent the Runway equalized benefits for all employees, regardless of their income level or job type. This decision was driven by the belief that every employee's life and humanity are equally important. By treating all employees equally, Rent the Runway increased employee loyalty, happiness, and a sense of pride in the company. It also challenged the common practice of differentiating benefits based on job types, creating a more inclusive and supportive work environment.

Q: Where do we stand in terms of gender diversity and inclusion in the business world, and what needs improvement?

Gender diversity and inclusion in the business world still have a long way to go. The percentage of funding going to women-led businesses remains low at only 2%. Jennifer Hyman believes that systemic change requires more funding for diverse founders, especially from prestigious VC firms. The lack of capital hinders the growth and success of female entrepreneurs. To improve the situation, she suggests increasing diversity within VC firms and investing in diverse founders at all stages of their businesses.

Q: How did Rent the Runway navigate the challenges posed by the pandemic?

The pandemic was a significant challenge for Rent the Runway, as it had a negative impact on their business. With people staying at home and events being canceled, the demand for rental clothing decreased. Despite the setbacks, Rent the Runway focused on adapting to the new circumstances. They adjusted their business model, introduced new offerings like loungewear, and prioritized customer communication and support. Through resilience and innovation, they managed to navigate the pandemic and continue serving their customers.

Q: What are some of the takeaways from Jennifer Hyman's journey as an entrepreneur and leader?

Jennifer Hyman's journey teaches several valuable lessons. She emphasizes the importance of believing in and pursuing a vision, as well as adapting to industry dynamics. Listening to customers and building trust with partners is crucial for success. Being data-driven can provide insights for optimizing business operations and personalizing the customer experience. Creating a supportive and inclusive work environment contributes to employee loyalty and happiness. Female entrepreneurs face challenges related to funding, and systemic changes are needed to address this issue. Finally, resilience, pragmatism, and dedication are key to navigating through challenging times.

Summary & Key Takeaways

• Rent the Runway rents designer clothing through a la carte rentals or subscription options, aiming to replace the 50% of clothing that is rarely worn in American closets.

• The company operates as a discovery platform, allowing brands to access new customers and convert them into long-term purchasers through personalized experiences.

• They have leveraged data to optimize inventory management, increase the lifespan of clothing items, and provide personalized recommendations to customers.