Summary and Conclusions
This chapter has focused on the story of how two Harvard MBA students spotted an opportunity to create a new type of value for customers wanting to look beautiful at a special event. The team has built a business model that not only meets these needs, but also incorporates customers into their decision making and promotional processes. In addition, the RTR model has introduced a big change into the traditional retail clothing industry by teaching women to rent as opposed to buy certain types of clothing. This transformation is another threat to an industry that has already been under siege from a growing cadre of new online competitors.
In the next section, I talk about J.C. Penney, a grand old dame in the retail ...
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