By Bethany Biron.
Marchesa is using insights from Rent the Runway to inform its strategy for a brand-new apparel category: tops.
Marchesa, best known for its ornate ballgowns and elaborate formalwear, is launching its first-ever collection of tops, available exclusively through the rental platform. According to Sarah Tam, svp of merchandising at Rent the Runway, the five-piece capsule collection was directly inspired by data the Rent the Runway team shared with Marchesa that showed a significant increase in consumer demand for blouses. (In the past year alone, rentals for tops have doubled, and as a result, Rent the Runway has increased inventory in this category by 400 percent.)
Read more at Digiday.