Rent the Runway (RTR)

What it does

Rent the Runway (RTR) is a mobile e-commerce platform for renting and buying designer fashion. The app provides access to a large catalog of clothing and accessories from hundreds of designers. Its core value proposition is offering a 'closet in the cloud,' allowing users to wear high-end fashion without the commitment or cost of purchasing.

Where it shines

The app's primary strength is its flexible dual-model system. Immediately after sign-up, users can choose between a monthly subscription for a rotating wardrobe or a one-time rental for a specific event (00:51). This caters to different needs and budgets. The browsing experience is robust, with extensive filtering options that include not just size and color, but also specific occasions and rental dates (03:43). A standout feature is the integration of user-submitted photos within product reviews (03:07), which provides crucial social proof for fit and styling in real-world contexts.

UX highlights

Clear Value Communication: The app uses large, aspirational imagery in its onboarding carousel to quickly convey the lifestyle benefits of the service (00:14).
Contextual Wishlists: Users can create themed wishlists, such as for a trip (01:25), making organization intuitive. When a favorited item is unavailable, the app provides a helpful prompt to discover similar styles instead of creating a dead end (09:07).
Visual Date Selection: The one-time rental flow features an easy-to-use calendar interface for selecting rental periods (01:42), simplifying the planning process for events.
Helpful User Reviews: Product pages are enriched with detailed reviews that often include the reviewer's size and fit information, alongside photos of them wearing the item.
Distinct Buy vs. Rent Sections: The app maintains separate top-level navigation for browsing items to rent versus items to buy on final sale (06:31), clarifying the user's shopping intent from the start.

Monetization & growth

The primary monetization strategy is its multi-tiered subscription model, which offers different numbers of items per month (00:58). The app presents these plans shortly after the user signs up, acting as a soft paywall. For non-subscribers, the app monetizes through one-time rentals and final sales of pre-worn items. Growth tactics are also visible, such as a referral program offering a $30 credit (10:53) and an early, pre-emptive prompt to rate the app (00:07).

Who it’s for

Rent the Runway targets fashion-conscious consumers who want access to designer brands but may lack the budget or desire to purchase them outright. It serves two main user types: the regular user who wants to refresh their work or weekend wardrobe consistently via a subscription, and the event-goer who needs a specific outfit for a wedding, party, or vacation. The inclusion of user photos suggests a community aspect that appeals to those looking for real-world style inspiration.

Notes & opportunities

The onboarding experience feels slightly disjointed due to the use of an in-app web view for sign-up (00:22), which breaks the native feel. The checkout process could also be improved. The user encounters a vague address verification error at 08:29 without clear instructions on how to fix it, which could lead to abandoned carts. Highlighting the specific part of the address that is incorrect would provide a better user experience.