Rent the Runway CEO Jennifer Hyman recently took to LinkedIn to announce a campaign in honor of Women’s History Month, in which the company pledged up to $1 million worth of free months of clothing subscriptions to any woman who has experienced a recent career upgrade. The campaign aimed to celebrate women not just for personal milestones, but also for their professional achievements, highlighting the importance of empowerment in the workplace. This initiative reflects Rent the Runway’s goal of changing the cultural conversation around celebrating women’s successes in their careers.
The campaign comes at a time when Rent the Runway is facing competition in the fashion tech market, having recently laid off 10% of its corporate staff and seen the resignation of its COO. With competitors like Stitch Fix and Urban Outfitters’ Nuuly gaining traction in the subscription service industry, Rent the Runway is focusing on its workwear offerings rather than wedding-wear. By offering free subscriptions on LinkedIn as part of the campaign, the company aims to attract new customers and reinforce its brand values of empowerment and inclusivity.
The eligibility for the campaign was simple, participants could nominate themselves or another woman by tagging them on social media and using the hashtag #RTRShowOff. The campaign has garnered significant engagement, with over 300,000 impressions, 3,000 comments, and 450+ reposts. This focus on promoting women’s professional achievements beyond International Women’s Month reflects Rent the Runway’s commitment to empowering women year-round, beyond just marketing campaigns and hashtags.
Although the campaign focuses on women, Rent the Runway CEO Jennifer Hyman emphasizes the importance of men participating in nominating and supporting women in their professional endeavors. By providing a platform for women to showcase their achievements and connections in the workplace, the campaign aims to break down barriers and promote gender equality in career advancement. Additionally, Rent the Runway plans to donate $1 million in merchandise value to Dress for Success, a nonprofit that helps women prepare for job interviews and career opportunities.
In terms of profitability and sustainability, Rent the Runway is focused on driving the business and making smart decisions to ensure long-term success. With a strong foundation in customer relationships and a unique position in the fashion tech market, the company aims to deepen its emotional connections with customers and expand its reach through omni-channel marketing experiences. By continuing to innovate and provide value to its customers, Rent the Runway hopes to maintain its leading position in the industry and differentiate itself from competitors like Nuuly.
Overall, Rent the Runway’s campaign in celebration of Women’s History Month reflects the company’s commitment to empowering women, highlighting their achievements in the workplace, and fostering a culture of inclusivity and support. By offering free subscriptions and promoting women’s career successes, Rent the Runway aims to not only attract new customers but also make a positive impact on the lives of women in the workforce. Through strategic initiatives and a focus on customer relationships, Rent the Runway hopes to continue its growth and success in the fashion tech industry.