Retail buyers from Macy’s, Bloomingdale’s and Amazon attend fashion trade show Coterie to handpick items for sale. Fashion startups also cruise the designer booths, including Rakesh Tondon, CEO and co-founder of Le Tote, a San Francisco-based business that lends prepaid outfits to members for $49 a month. Since users can rent unlimited looks each month, its stock requires a steady stream of new looks to keep subscribers engaged.

Tondon, a former investment banker, walks us through the process of replenishing the LeTote.com with fashionable merchandise. It’s a balancing act between marketing sales reports and what’s in vogue.

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