Rent the Runway Creates Own Clothing Brand, Invents Imaginary Retail Prices

You may have heard of Rent the Runway, a service that lets shoppers rent outfits (generally dresses and accessories) for special occasions. Instead of buying a $400 dress and wearing it once, you rent it for $65 and then send it back. Only they’ve made an interesting change recently, offering house brands alongside those runway designers, and assigning “retail” value to items that were never sold at retail.