I’ve always been told when you find that one thing you are really, really good at (and enjoy)…you stick to it and give it all you’ve got. I think this mentality has changed a lot lately, especially in the fashion world. Major fashion brands/companies such as H&M, Urban Outfitters, Rent the Runway, etc. are branching out and expanding into home goods. Whether it’s renting or selling, these clothing brands we all know and love are making bold moves by dabbling into the home décor world, and I honestly am all about it.
If I had one gripe about furniture and accessory buying, it would be the pricing. Of course we all want quality furniture and accessories, but not everyone can afford the big ticket price. I love that I can buy on-trend wall décor and accessories from H&M and other stores at a fraction of the cost that other sources charge. It’s exciting that these companies are acknowledging a demand for more affordable décor and are making it possible. I can tell you, folks my age are extremely drawn to these new ways.
Let’s look at a company I personally love, Rent the Runway. If you don’t know Rent the Runway, it is the crème de la crème of clothing rental. It offers coveted brands that most of us can’t afford to splurge on and call our own. Offering three levels of packages to choose from, your dream ensembles can become a reality through a few simple clicks online.
Started by Jennifer Hyman and Jennifer Fleiss in 2009 as a purely e-commerce company, Rent the Runway now has brick-and-mortar locations in major cities such as New York, Chicago, Washington D.C., San Francisco and Los Angeles.
Rent the Runway’s newest partnership includes hand-selected textiles from West Elm. This is the first time West Elm has made products available for rent and the first time Rent the Runway has expanded its offering beyond apparel and accessories.
“We are making it easier than ever for customers to discover great designs for their spaces,” said Alex Bellos, president of West Elm. “Each of our 26 curated home bundles encourages subscribers to translate their playful and bold style to decorating, and allow them to experience West Elm’s original, modern products from the comforts of home.”
The partnership provides subscribers the freedom to updates their homes as often as they update their closet by offering curation, style and convenience.
The service offers three amenities that are extremely important and appealing to the millennial crowd.
Curation: Seasonal bedroom bundles that include a mix of quilt, coverlet, throw or blanket, shams and decorative pillows.
Style: Rent the Runway subscribers are able to rent West Elm bundles as one of their rotating spots through their unlimited plan. These hand-selected pieces feature organic cotton, velvet, hand-spun silk and Belgian flax linen.
Convenience: This rental model provides Rent the Runway members with the flexibility to redesign their spaces when creativity comes knocking. Members can keep their bundles for any length of time they wish. Rent the Runway also offers subscribers the opportunity to purchase a bundle at a discount rate.
Rent the Runway and West Elm’s partnership also encourages sustainable living. West Elm leads the charge in the industry with conscious design that stands for self-expression, passionate creativity, and ethical standards. With 90% of its products designed in-house, West Elm has curated a global selection of local, hand-crafted, sustainably sourced, and fair trade certified products.
These missions are all wins for the Millennial and Gen X crowd. Convenience remains a top priority, but many consumers are also concerned about sustainability and greener initiatives.
This Rent the Runway/West Elm collaboration is just one of many partnerships arising to meet a new demographic’s needs with the care of the world in mind. In a world where there’s constantly some new thing, extra benefits like convenience and flexibility make it easier to justify such purchases.
I love seeing companies flirting with new markets and ideas and it makes me think that the old adage of sticking to one thing you do well needs to be tossed out the window.
Spread your wings; see where it takes you.