In 2011, tech executive Christine Hunsicker launched Gwynnie Bee, a subscription service that allowed women to rent—rather than buy—their everyday clothes from more than 150 brands including Lucky Brand and Vince Camuto. While the Gwynnie Bee service itself has been popular, Hunsicker’s larger strategy was to use the customer and inventory data she gathered from her own company to create CaaStle, a clothing-as-a-service platform that allows other brands to rent out a portion of their inventory to customers. CaaStle now partners with brands like Ann Taylor, Express, Vince, and New York & Company to create a rental service for their clothes. CaaStle manages the rental inventory and dry-cleans each piece. It also equips the brands with data including what pieces customers are most likely to rent and how many times a garment is rented. All of this can help the brand determine what pieces to make for future collections.