Baseline Qualitative Exploration CASE STUDY June/July, 2013 Background Rent the Runway revolutionized the fashion industry by making runway clothing a reality for mass consumers. In less than four years, Rent the Runway had partnered with over 170 top designers and had registered more than 3.5 million members establishing strong word-of- mouth growth. In light of its rapid success, Rent the Runway’s management team recognized that getting to know customers and members more intimately would be an essential step in strengthening engagement with them, continuing to increase conversion rates and grow the company. As a result, Rent the Runway commissioned SayWhat to execute a comprehensive qualitative exploration to deepen its knowledge about customers, members and its busi

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