It also helps that Rent the Runway works hard to stockpile information about its customer needs to help shift sales for their benefit. “It’s really allowed us to understand what our customer is looking for, and once we know that, we can go to market and find the most relevant and exciting designers [to meet that demand],” Tam said to Vogue. “For instance, last fall we saw blazers had a huge uptick, so we added brands with great tailoring, like Khaite and Veronica Beard.”