Fashion and e-commerce can be a thoroughly well documented and tested place for ideas but there is still a lot to learn about how data can be used to help customer to find the right purchase. At Rent the Runway, we have a unique set of challenges that are not only psychological (in getting women comfortable with the idea of renting a dress and that they deserve a Cinderella Experience) but also operational, since we are dealing with products that degrade with use and we rely on customers to return their dress in time to be rented by another customer. Another problem is to understand fit through data we get from customer reviews to limit returns. I will discuss these ideas and how RTR is reinventing consumer shopping and e-commerce experience.