How data and intuition secure success in high-fashion rental

In a rental market of clothing dominated by comfort and price, Janet Mandell found her niche: a service at Couture level paired with a circular approach. Mandell has built up a company from their showrooms in New York, Los Angeles and Chicago that not only offers access to over 6,000 pieces of clothing from designers: inside, but also strives to look after customers as if they were entering a Paris Couture House.

“The traditional rating model was missing the top -class service experience,” says Mandell in an interview with Fashionunited. “For me, it’s so much more than just borrowing a dress. It is about ensuring that every woman confidently, supports and exceptionally feels in her choice.” This philosophy is underpinned by on-site changes, last-minute styling and a attention to detail, which should make borrowing a luxurious experience.

Now Mandell is expanding her model by two new initiatives: a second-hand service that is supposed to extend the lifespan of the cloakroom of customers, and AI-supported virtual avatars with which users can digitally try on looks. Mandell’s ambition, Janet Mandell, not only underlines both as a rental platform, but as a provider of luxury, technology and circular fashion.

Rental continues to grow in the high-fashion area

The expansion by such functions distinguishes Janet Mandell from others in the rental market. This market is expanding due to increasing sustainability concerns and a growing preference for access instead of possession. The global online rental market was estimated at $ 1.52 billion in 2023 and, according to Grand View Research, is to reach $ 3.12 billion by 2032. This corresponds to an annual growth of 8.3 percent.

North America represents a significant share in this. According to Future Market Insights, an annual growth of 7.5 percent will be forecast for the US online rental market from 2025. While providers such as Rent the Runway, Nuuly and Fashion to figure dominate the broader market, Mandell has developed into a formative figure in high-fashion sector. This is expected to reach $ 1.2 billion by 2033.

Data and intuition in balance

Mandell attributes her success to a mixture of data -based decisions and strong customer relationships. “We know our customers very well and use the data that we capture in every city to put together collections that reflect their unique taste and lifestyle,” she explains. “But fashion also has to do with intuition, and sometimes I have to trust my gut feeling when shopping.”

Her customers include stylists, celebrities and private customers. While stylists often come with specific inquiries, private customers usually seek advice. This makes the rental process a common experience, “trying to try on looks, experimenting and, above all, the fun of discovering pieces that they may never have imagined for themselves,” notes Mandell.

Commission model is expanding customer relationships

The new “naturally sustainable” commission model is expanding Mandell’s circular approach and the relationship with her customers. It enables them to rent their own pieces before they finally find the right buyer. “It is a multi -layered sustainability approach that keeps luxury fashion in circulation,” says Mandell.

Maintaining a couture level is of central importance for this change. Therefore, professional cutters are employed in every showroom: inside, who act as “clothing medicine: inside” and make sure that the clothing is in perfect condition. “This level of craftsmanship and attention to detail ensures that our couture standard never subsides,” emphasizes Mandell.

The introduction of the service reflects Mandell’s ability to recognize where the rental business has to develop next. The popularity of the growing sector can be attributed to trends such as “access to possessions” that are currently becoming more important, or increasing demand for premium and luxury brands. These are usually not associated with consumers: interior friendliness, but are more accessible for a wider one by renting: inner trunk.

Sustainability is also a growing driver. While she is already deeply rooted in the younger generations for the circular economy for the circular economy, Mandell’s customers are primarily looking for pieces for special occasions. For them, the stimulus lies in the exclusive inventory and personal service, with sustainability being an additional advantage.

Adaptation to the future, inspiration from the past

In order to further develop your service, Mandell also prepares the introduction of a AI-based platform that will enable customers to virtually try on looks. Although the details in the run -up to the introduction in the course of this year are still limited, she said that the innovation would “change the way in which customers experience our brand”.

“Technology creates curiosity and enthusiasm, which ultimately drives people into the showroom. It is comparable to see a dream house online and feel forced, to visit it personally. Our technical innovations should arouse the same desire to come in, touch fashion and really experience,” adds Mandell.

While this development is particularly focused on future -oriented innovations, Mandell is also very aware that you sometimes have to look back to look ahead. In order to further expand the rental offer, the company is expanding its vintage selection, a category that mandel sees as centrally for brand identity.

This strategy was the focus on a vintage-focused runway show at New York Fashion Week on September 10, where the brand also presented its new technology. The event should highlight the “role of the showroom as one of the top vintage curators in the rental area”, says Mandell. “We do not follow a trends – we create them. As a curator: Inside we have to define freedom what comes next, which is why our inventory feels so unique.”

However, growth does not stop here. When asked what the next thing to do for the showroom model, Mandell said that she imagines that the brand goes beyond fashion rental and would become a comprehensive lifestyle experience. “Think of private clubs, hotels, restaurants, fitness and wellness, everything integrated into our showrooms,” she says. “Ultimately, I would like to create a refuge for women, a place where she inspired, celebrate and feel at home.”