We are a digital generation, we do everything online (like right this minute). So, why are more and more online shops expanding to include brick and mortar stores? We’ve seen it happen with Birchbox, Bonobos and soon even Amazon will follow suit. But there’s one company that’s really experienced the benefits of showrooms: Rent the Runway.
Rent the Runway is an online shop that allows you to rent designer dresses and accessories for a fraction of the retail price. This year they opened up their first brick and mortar store in New York’s Flatiron district and since have opened three more (in Soho, D.C. and Las Vegas). And they plan to open even more.
According to the Huffington Post, “This year, Rent the Runway has rented the equivalent of $600 million in the retail value of its clothes and has seen a 122 percent increase in orders.”
So, we can definitely say the showrooms are working. We might like to watch our TV online, but looks like we still prefer our fashion the old school way.