The Big Life by Ann Shoket

Author:Ann Shoket
Language: eng
Format: epub
Publisher: Rodale
Published: 2017-03-16T04:00:00+00:00

A: How is your philosophy about the tribe reflected in your business?

J: I’ve always had this belief that everything is better in a group, everything is better in a team. But what’s been amazing since I’ve started Rent the Runway, and we’ve built the community of six million women who are our members and our customers, is that that philosophy has been reinforced to me through our customers. One in every five customers, after she rents an outfit, posts a photo of herself to our site and tells the story of the night she got engaged, the day she gave an important presentation at work, or the weekend she just spent at the beach and how she felt about herself and this incredible celebratory experience in her life. She also gives data on how the outfit fit her and what she would recommend in terms of other people wearing the garment. Why would she do that? The only incentive she has is to pay this forward so that another woman can have an incredible experience feeling self-confident or powerful or beautiful or sexy before her job interview or date or wedding she’s attending. I’ve seen millions of customers do this for each other so that other women could feel great about themselves—that has been extremely powerful for me.

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