Rent the Runway has officially made the leap from online to mobile, as the high-end fashion rental service announced the launch of an iPhone or iPod touch app designed specifically for Apple's iOS 7.
The app's standout feature is Dress Match, which allows women to snap a photo of a desired dress, fabric or print, and match it to a Rent the Runway item using photo-recognition technology.
Once the app locates similar dresses, the user can choose one to rent, save to a collection of favorite items, or add to the Shortlist — another of the app's features that gives users the ability to curate their own separate collections of dresses and name them for specific future events.
"Our mission remains: to make dressing up as fun, accessible and convenient as possible," said Jennifer Hyman, CEO and co-founder of Rent the Runway. "Through our Dress Match feature, users can hone in on a dress or fabric they love and discover all the similar styles they can rent for a fraction of the retail price. It helps answer that 'Should I rent, or should I buy?' dilemma before even leaving a store."
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