Netflix Style Fashion

Once upon a time people used to have to drive to Blockbuster to rent a movie that had to be returned in a timely manner - there was a deadline. Now, the majority of people that I know have upgraded to Netflix. I was never one for renting - I'm too forgetful for that - but Netflix does all the hard work for me and I don't have to waste money on DVDs anymore.

But even as someone who is mildly obsessed with fashion, I never would have imagined combining the ingenious concept of Netflix with clothing, and not just clothing but high-end garments from the best in fashion.

Rent the Runway makes it possible for an average woman to attain a dress that would otherwise be out of her price range. The dress is rented for a four-day period and the cost ranges from $50-$200. Just like Netflix, when you're done with the dress you just pop it in a prepaid envelope and ship it back, dry cleaning included. If any minor damage is done to the dress, there is a $5 fee. If the dress is outright ruined, the wearer is rensponsible for the full retail price - so pray that you don't have a "Can't Buy Me Love" moment.

If you haven't seen the movie, ten minutes after stealing this spectacular suede garment, complete with fringe, from her mom, Cindy's friend spills red wine on it. After a disastrous scene where she tries to clean the stain with water, she attempts to return it to the store only to find that the replacement would set her back $1000. Ouch.

But back to Rent the Runway. The recession has led to some brilliant money saving mail order services, such as Netflix and Gamefly, which is where this service found it's inspiration. But unlike these other rental services Rent the Runway allows a woman to have a Cinderella night. She can be the "bell of the ball" on a budget, with a time limit (rather than midnight, think four days).

There are several issues that arise when dealing with high-end garments over DVDs. This article by Jenna Wortham for the NY Times discusses the issues that have already been found in the first week trial, such as the limited audience this service can reach (it's invitation only) and the fact that fashion changes so quickly they may not rent the dresses out enough to make a profit. There have also been fashion rental services available in major cities before and the only thing that makes this one different is that it is that it is an online service that is more widely available.

Seeing as the service is only in its first week trial, there's no telling what the future may hold. If the issues become a major concern the service may not last long - or perhaps the kinks can be worked out. Only time can tell...