The rental business for a long time was an edge case in retail – something Blockbuster did, and U-Haul, and not much else. But the rise of digital retail upstarts included using technology to tackle the rental market in new ways – and bring it to fashion categories in particular.[[Mother of the Bride Dresses>]]

The early entrants like Rent the Runway have market awareness. But as the model has evolved, it has expanded beyond making high-end designer clothing available to the aspirational market. In fact, business models have arisen to address three distinct consumer objectives, and this will ultimately pull the market in three different directions.[[Formal Dresses>]]

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