Le Tote, fashion based on customer data

Millenials are prioritizing experiences over tangible products. More than 75% of Millenials would choose to spend money on an experience over buying a product (Harris Group study - 2016). More than that, the experience is not based on onwnership, but on NOwnership. They (we) want to feel the adrenaline but without ties, and sharing economy is already there to satisfy them (us).

One of the brands that are understanding the experience economy and have created a business model to cover current needs is Le Tote: the "Netflix for Fashion". Founded in 2012 in San Francisco, LE TOTE is a fashion discovery platform that connects brands with consumers through a rental model. It offers a service of personal assistance, like The Trunk Club (acquired by Nordstrom), and women can keep what they want as long as they want. Le Tote collaborates with influencers too.

But the key value proposition for fashion brands (Nike, Rebecca Minkoff, Levi´s...) is not only being another e-tail channel but a source...

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