This pilot installment of Closet Concierge is the first of many innovative features from Rent The Runway. "We hope to scale nationally at W locations across the country in the future," Sullivan said. "RTR has created this new model of 'dynamic ownership,' which has fostered a new consumer behavior that was considered an anomaly in fashion in 2009 when we launched. Flash forward 10 years and more and more consumers are embracing this different way of thinking about getting dressed and their clothing consumption overall." That kind of innovation is to be expected from the rental service that completely changed how so many of us shop. Why wouldn't they change how we travel next?