something about amelia

As I mentioned in my last post I spent a weekend in NYC a couple weeks back. I was in NYC to attend the RTR (Rent the Runway) Capstone Weekend. Runway reps from colleges and universities all across the country attended. It was really amazing to be in attendance.

The day commenced with Jenny Fleiss, a founder of RTR, who spoke about the trials and triumphs of entrepreneurship. She specifically talked about how she had a lot of doors slammed in her face. Persistence and determination are the keys to success she insisted. I really admired her story about how RTR came to be. There is just something special about woman entrepreneurs. Men still outnumber women in the workplace, they also still earn better wages. The advent of female entrepreneurs somewhat creates more of a balance in the American workplace. These fledgling companies often employ a majority of women and provide a service or product for the female consumer. Some of my favorite brands were started by women, it is no wonder why!

Following Jenny was Anushka, the Director of Merchandising. She spoke about how to market RTR through translating fashion trends for the college girl. Trending right now are neon, animal print, floral, and wearable art. Anushka remarked that, "sometimes trends are best represented as an accessory." I cannot wait to incorporate my next rental and a '12 spring trend. RTR has been great because it has brought well known designers to the masses. However, as fashion is ever-evolving and is always about the next big thing, RTR is featuring a couple of lesser- known designers like MSGM and Plein Sud.

Next, we heard brand ambassadors speak from Haltson Heritage and Lilly Pulitzer. I loved the presentation from the Lily Pulitzer crew! I never realized that there was an actual Lilly Pulitzer. She eloped with Peter Pulitzer at the age of 21. Out of boredom, she opened her own juice stand. Having nothing to wear she created her own dresses which sold faster than the juice! Thus, the classic shift dress and the Lilly Pulitzer label was born.

After that AJ, the Director of PR, talked about all the initiatives the company has taken to attract new customers. It was through a PR effort that I discovered RTR after all. I think PR helps to pique a potential customers interest and social media is what converts a RTR member into a customer.

Following lunch was the social media presentation. Through social media customers are able to share their wonderful experiences. Potential customers see the emotional testament. The potential customers want the experience and the Cinderella moment for them-self. RTR really makes use of this aspect well. Facebook allows RTR to communicate with the RTR customer directly and daily. Twitter, Pintrest, and Instagram are other platforms that allow connection to customers. RTR also has made use of the popularity of blogging to brand the company well. The RTR blog and RTR OnCampus formulate a lifestyle that resonates well with the customer. The most successful posts are ones that are highly visual, low textual.

Representatives from Lancôme also attended to speak. They talked about the Spring '12 beauty trends: bold lip (use finger to achieve blotted look), modern cat eye (use of bolder, brighter shades), sporty cheek (dewy, sun-kissed glow) to name a few.

Then we were to form a group, go, and apply a couple of the trends on a member of the group. We were supplied with Lancôme makeup, expected to take pictures and edit with Instagram, then to post the pictures on Twitter.

The following are shots from the RTR offices. I personally love the designer sketches hanging on the wall. They capture the essence of the company in my opinion.

All in all, it was an absolute lovely weekend in the city. RTR is a great example of a successful start up company. I would love to obtain their level of success some day if I ever found my own company.

Another great perk from the weekend ....