I recently described my anxiety-filled experience while shopping for my daughter's prom dress on the day of the dance. What I had tried (unsuccessfully) to do was urge her to begin looking for a gown a few weeks prior to prom. Deciding to ignore my advice, she did spend some time on Rent the Runway's site the night before the dance.
Something Rent the Runway does, which I think all shopping websites should mimic, is showing real women, instead of models, wearing the clothing. These photos were immensely helpful in demonstrating how the dresses really fit and how women with similar or different figures looked like in the dresses. I know that shoppers would be a lot more inclined to trust a site that showed how other customers wear the clothing and would be thrilled to possibly get some accessorizing ideas from them as well. Rent the Runway should also be applauded for the long, detailed reviews it features from its customers. Online retailers, take note!
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