In the West, there are many occasions when people dress up for receptions, parties, dinners, dates, concerts, and theater performances. However, no matter how expensive a dress may be, it's not possible to wear the same one multiple times. In the United States, there are even stories of women breaking the rules by purchasing dresses from high-end boutiques or department stores, wearing them with the price tag still attached, and then returning them after use.

To meet the needs of such women, the online rental store "Rent the Runway" was launched. It offers a service where customers can rent high-end brand dresses and accessories for a few days at about 10 to 20 percent of the retail price.

Business is booming, and according to WWD magazine, the company plans to raise more than $24 million in capital in the future. Next year, there are also plans to open an offline shop (showroom) where customers can actually try on the clothes.

Beyoncé has opened a boutique within the much talked-about Rent the Runway. Dresses and accessories selected by Beyoncé can be rented for prices ranging from $200 to $4,000. The current lineup includes dresses and accessories from popular brands such as EMMA COOK, BCBG MAXAZRIA, ERIN by Erin Fetherston, and kate spade new york. Beyoncé commented, "My hope is not only to provide beautiful clothes, but also to inspire more confident, beautiful women."