Ultimate walk-in wardrobe

09 : 12 : 2016 Rent The Runway : Dream Closet : Phygital Retail

New York – Sharing economy retailer Rent the Runway uses consumer data to personalise the retail experience in its new flagship store.

  • The focal point of the Dream Closet concept is an over-sized jewellery chest
  • A mail slot at the front of the store allows customers to drop off their orders after use
Rent the Runway Dream Closet by Heitler Houstoun Architects, New York Rent the Runway Dream Closet by Heitler Houstoun Architects, New York
Rent the Runway Dream Closet by Heitler Houstoun Architects, New York Rent the Runway Dream Closet by Heitler Houstoun Architects, New York
Rent the Runway Dream Closet by Heitler Houstoun Architects, New York Rent the Runway Dream Closet by Heitler Houstoun Architects, New York
Rent the Runway Dream Closet by Heitler Houstoun Architects, New York Rent the Runway Dream Closet by Heitler Houstoun Architects, New York

Rent the Runway’s new retail flagship store, designed by Heitler Houstoun Architects, has no mannequins and there are no rows of sales racks in the middle of the shop. Instead the streamlined space provides a rotating inventory of specially selected items displayed on wardrobe-like rails to replicate the feel of a walk-in wardrobe.

Consumers are invited to check in at the entrance, allowing store associates at the RTR Bar to provide a more personalised in-store experience. The back-end management system captures each subscriber’s on-site and in-app data to collate a personalised profile of their favourite styles and designers.

Touchscreen displays enable consumers to scroll through the brand’s 200,000-strong catalogue, of which 4,000 items are kept in-store and rotated daily, while other garments can be delivered by courier.

The Big Picture

E-commerce brands are making use of the data they gather online to enhance the consumer experience in physical retail environments. For more, see our Streamlined Shopping microtrend.