Dive Brief:
- Rent the Runway is partnering with innovation agency Redscout to rebrand, looking at the company's voice, logo, brand promise, and more.
- According to a press release, Redscout helped the fashion rental company align its brand across its online, mobile, and brick-and-mortar platforms.
- Launched in 2009 as an exclusively online operation, Rent the Runway has recently opened physical stores in New York, Washington DC, and Las Vegas.
Dive Insight:
When a brand expands to multiple platforms, it's imperative for it to align its vision and feel across all stages of the customer experience. This is particularly important for high-end retailers like Rent the Runway—as a purveyor of luxury brands, every part of the the company's interface should be flawless and sleek to attract high-income consumers with high expectations.
"We're thrilled to unveil our new look which we feel truly aligns with the elevated experience we provide our customers," said Jennifer Hyman, Co-founder and CEO of Rent the Runway in a statement. "Our brand promise is to make women feel remarkable and Redscout helped us identify how to ensure that every element of our brand reflects this promise."