The case presents Front Row Tribe, an Italian startup active in the online rental service of luxury garments. Launched in Milan in June 2015 by two young girls united by a passion for fashion, Front Row Tribe constitutes a new paradigm in the Italian fashion panorama. Front Row Tribe is a web platform offering some of the hottest designer pieces of the season, for rent. The intention is the one to bring luxury at the pocket of common customers. Front Row Tribe’s innovative business model opens the discussion to the potential disruptive role of the sharing economy in the luxury industry. The concept is not new in the U.S., where Rent the Runway, founded in 2009, proposed a similar online platform and experienced a great success
SOM, A. (2017). Front Row Tribe: The Sharing Economy Meets the Luxury Industry. ESSEC Business School.