Hilary Milnes:

“This isn’t Rent the Runway comparing itself to Amazon out of the blue,” said Nicole Ferry, the executive director of strategy at the marketing agency Sullivan. “They’re responding to a clear shift in customer behavior and expectations, and to grow, they need to be more relevant.”
 
 Rent the Runway saw in its internal data that the window between when customers booked orders and when they wanted them delivered was narrowing. In Rent the Runway’s five retail stores, customers are taking advantage of last-minute orders already: according to the company, 30 percent of store orders are made to be worn that day.
 
 Hyman hopes that the convenience of same-day delivery could replace a trip to Zara or one of its fast-fashion counterpoints, where customers flock for quick, trendy closet pick-me-ups.

Rent the runway’s iOS app.