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Consumer reviews reveal positive experience in renting formal dresses

As an alternative to spending hundreds of dollars on a prom dress for one night, more and more online retailers are offering formal dress rentals as an attractive and often more affordable option.

And judging from online reviews, consumers are embracing the rental experience for prom, charity balls and other formal occasions, said Ellen McKinney, an assistant professor of apparel, merchandising and design at Iowa State University. McKinney and co-author Eonyou Shin, an ISU Ph.D. graduate, analyzed hundreds of reviews from Rent the Runway, an online clothing rental site, to better understand consumers’ motivation to rent. Their work was published in the Clothing and Textiles Research Journal.

See the complete story by the ISU News Service.