“Disruption” is a word often used in today’s marketplace. Startups promise to disrupt a certain industry, while other companies are hailed as the disruptor to a traditional industry. Companies like Uber and Lyft, for example, have disrupted the traditional taxi and car rental industry in recent years.
What about the $119 billion wedding industry? As big and expansive as it seems, how can it be disrupted?
Meet Kelsey Doorey, CEO and founder of Vow To Be Chic, the first and only designer bridesmaid rental site. Doorey’s team, comprised primarily of millennials, is fundamentally changing how people get outfitted for weddings.
Renting products is not a new business model, but it has exploded in recent years as a way to compete with the traditional monoliths of certain industries. Rent the Runway rents dresses for certain occasions, so why not bring that same model to bridesmaid dresses as the tuxedo rental industry did for men?