Consumer Behavior

A framework for classifying the content of online reviews of formalwear rented online

Authors: Ellen McKinney (Iowa State University) , Eonyou Shin (Iowa State University)

Abstract

While online reviews are regarded as a key ingredient in product success, little is known about the content of online reviews of apparel products. This study focuses on online reviews found on Rent the Runway (RTR), a very successful firm, which provides consumers who want to wear designer formalwear for special occasions the opportunity to rent at a fraction of the retail price.

Keywords: online review, formalwear, rented online

How to Cite: McKinney, E. & Shin, E. (2014) “A framework for classifying the content of online reviews of formalwear rented online”, International Textile and Apparel Association Annual Conference Proceedings. 71(1).