Hasta La Creative!

Rent the Runway is growing up. The New York-based startup, which introduced the concept of renting dresses for special occasions when it was founded eight years ago, is going after a bigger share of the market than just proms, weddings and parties. On Monday, the company is debuting its first national campaign, touting its subscription service for everyday dressing.

“There’s some element of brand awareness for Rent the Runway of being a business for special events where you can rent a dress, but business has moved so far beyond that,” explains Jennifer Hyman, co-founder and chief executive. Indeed, the subscription portion of the business, which was first introduced last year, already represents over a third of Rent the Runway’s revenue. In conjunction with the new campaign, the brand is introducing a lower-priced subscription where members can pay $89 a month to rent four pieces of clothing. The new offering will supplement the company’s other monthly subscription of $159 for four items of clothing that can be swapped out an unlimited number of times each month.

The new campaign centers around the possibilities that abound when women no longer need to use their closet for apparel storage. In one 30-second TV spot, consumers use their closets for kids’ band practice, as a workout room, and for karaoke. Rent the Runway, which began working with creative agency Wednesday on the new marketing over the summer, will also run out-of-home ads and podcasts and push the messaging via social media.

Continue reading at AdAge.com