What factors influenced Oh My Look?

Lera Borodina is the founder of Oh My Look clothing rental. This is one of the few successful businesses
based on the sharing economy model and launched in 2013.

In 2010, Lera Borodina saw an article about the "Runway rental" service, their activity is the sharing of
cocktail dresses. And she wanted to create a space where people bring their cool clothes, pay for
clothes every month. Motive for starting a business: it is impossible to choose what to wear out of a
million clothes.

Why did Lera Borodina not manage to open Oh my look in 2010?

Oh my look is PI. Lera Borodina invested 30 thousand dollars (herself)

How has the Covid-19 pandemic affected the company?

In the spring, Oh my look launched a new business model and expanded its service capabilities for all
types of clothing (suits, skirts, bags, trench coats). Now the company has a growing number of clients.

When the dollar rate became 30 UAH, more and more people began to think about renting, not buying.
Thus, the customer situation has improved.

Like all companies, Oh my look also had difficulties. In the year of launch, most customers did not know
how to rent clothes. Some also thought it was wrong because there was no hygiene. At the moment,
the company has a separate position of a quality manager who monitors the condition and purity of the
assortment on a daily basis. Oh my look works with two dry cleaners.

There was also a stereotype that there can be no fashionable things in the rental of clothes.
Fortunately, the company has destroyed these stereotypes.

Oh my look regularly checks the following factors: population, target audience size, how competitive
environment is, asks about pricing policy. Lera Borodina strives to make Oh My Look a place where
people can escape from all these events and relax.