By Luke Tugby3 October 2019

Rent the Runway’s tech boss has insisted the business will not use “gimmick” technology in a bid to help customers select the right-sized garments online.

The online fashion rental platform’s chief technology officer and head of product Josh Builder said there was “a lot of work to do” around technologies such as 3D scanning and augmented reality before it would feel comfortable using them.

Builder said Rent the Runway instead places more importance on “the feedback loop”, asking its subscribers questions to establish their personal preferences around fit.

Speaking at Retail Week’s Tech. festival today, Builder said: “We think about fit differently. Yes, we map stuff, but I cannot tell you the number of companies out there in the world who have come up to me and said: ‘We have the most amazing product for you. We are going to 3D scan somebody’s body, take all of your product DNA and have this amazing screening.’”