NOwner: Swapping And Renting Clothing Gains Popularity
Photo: SIPA/WENN
A new industry based on a burgeoning trend is gathering steam within the United States, as Millennials — Americans born between 1980 and 2000 — have fallen in love with not owning certain items.
The idea of “NOwnership,” or “no ownership” is based on the concept of sharing or renting clothing, not owning a house, a car, electronics, or small appliances — and has been building an impact for the past five years. As roughly 77 million Millennials fight those dreaded student loan debts, the lack of stable employment, and the 21st Century Great Recession, this group of consumers are posing a disruptive force to traditional retailers.
Companies such as Zipcar, Car2Go, the taxi service Uber, and the home rental site Airbnb have created to facilitate this growing need.
According to a 2014 Nielsen research report, roughly about 85 percent of people aged 18 to 34 buy, own, and keep their smartphones. These “NOwners,” as Deep Focus chief marketing officer Jamie Gutfreund calls them, are even encouraging the fashion world to jump into the fray. Privately-held companies such as Kidizen and Yerdle enable customers to swap, buy, or resell items like used clothes and household goods.
This trend of buying re-used goods, according to Deep Focus, hints at the growing environmental awareness held by Millennials who believe that sharing and re-using items and clothes are a way to reduce carbon emissions and landfill waste. “Instead of paying for something and getting rid of it with no value when you are done — swap and resale gives Millennials the ability to extend the value,” Gutfreund said. “It’s efficient and it’s green.”
Stores such as Crossroads in New York receive funding from private equity firms like Bain Capital Ventures because such places know that every major industry is likely to experience similar disruption from the sharing economy. The aforementioned Kidizen, a “kidstuff” company founded by two mothers with retail and marketing experience, is already experiencing a boon of success within the marketplace. Growing 40 to 50 percent a month, Kidizen members post photos, blog about their families, and even send notes and candy inside of shipments to the next family to receive items. Yerdle, who encourages people to give us what’s “theirs” for the greater community, estimates that American closets and garages contain $100 billion in unused clothes, tools and other items. With more than 300,000 members, Yerdle’s ultimate goal is to get people to “buy 25 percent fewer new items.”
Since the “NOwners” trend has become a buzzword, established retailers have begun to notice and shift its culture to acquiesce the Millennial community. Patagonia has offered free repairs since the 1970s, but now, it also launched a program to accept trade-in clothing that’s in good condition. Other businesses such as Rent the Runway and ThredUp focus on the shared economy, and allows users to rent couture clothing or resale fashion items. The former has already raised $116 million, is worth $600 million, and has almost 5 million members.
As this continues to grow into a major and revolutionary trend, do you see yourself becoming a “NOwner”…? Or does having something that belongs wholly to you trump renting and reselling items? Share your thoughts in the comments section below.
On the following pages, we have for you the best places in NYC to sell your wares and clothing items for the summer.
The post NOwner: Swapping And Renting Clothing Gains Popularity appeared first on StyleBlazer.
Prepare to be blown away by Cleva Music/C.M’s latest hit, “Steppa Dreams.” With an astounding 4 million streams in just one week across all platforms, this track is setting the industry on fire. CM’s confident assertion, “People feel my shit,” reflects the undeniable connection he has with his audience. His distinctive sound and infectious lyrics have garnered him global attention, establishing him as a frontrunner in the music scene. With each release, CM pushes the boundaries of creativity, redefining what it means to be a true artist. His unwavering dedication and passion shine through in every note, leaving fans eager for more. As “Steppa Dreams” continues to soar, it’s clear that this rising star is destined for greatness, and the world eagerly awaits his next move.
The Genesis of a Brand: A Personal Story Through Music
The brand an artist creates is often a tapestry woven from their personal stories. For Deja Destinée, her name carries a legacy and an inspiration that fuels her artistic presence. “Deja Destiny is destiny… My first name was by my sister… Named after Tyra Banks’ character in Higher Learning… Destiny was named by my grandmother before I was born,” she recounts. This personal lineage adds depth to her music and offers her audience a piece of her narrative, creating a genuine connection that transcends the rhythms and lyrics.
In the music industry, the background behind a name often holds a significant weight, and Deja’s is intertwined deeply with her familial ties. Her music doesn’t just offer sound; it provides listeners with resonance, a shared experience that taps into the emotional fabric of the listener. This personal touch has become a beacon for her brand and her music, positioning her as an artist with a story to tell, a history to honor, and a future to shape.
Commanding the Stage: Performance as a Reflection of the Artist
A major theme from the discussion centered around Deja’s approach to performance. Stating that music comes as “first nature,” it’s evident that her on-stage persona is where she truly shines. Describing her performances, Deja says, “I give a lot of cocky energy. When I get on the stage, I usually bring my dancers, I have, you know, the flashy custom outfits… it makes them feel good, and for it to make them feel like they really that b\*\*\*h.”
This attitude exemplifies the confidence and showmanship that Deja brings to her craft, setting her apart in a crowded industry. The energy of a live performance, where the artist and audience feed off each other’s enthusiasm, is particularly crucial for Deja. Each show becomes an intimate conversation between them, a shared moment of empowerment and celebration of talent. It’s in these details that Deja’s commitment to her artistry, and her desire to elevate the music experience, shines brightest.
A Nexus of Creativity: Beyond Music
During the conversation, it became apparent that Deja is not content with being pigeonholed as just a musician. With interests in acting and entrepreneurship, such as her unique skincare line *Co-Skin*, she relays, “I do hair, I do makeup, I have my own like, skincare line doing shea butter… It’s so many things that I feel like I can tap into.”
Her tenacity to take on multiple creative endeavors showcases not only her talent but her understanding of the importance of diversification in a modern artist’s career. Deja leverages her platform in music to venture into other areas of interest, broadening her reach and solidifying her presence both in and out of the music world. This blend of artistry and enterprise spotlights a new generation of artists who are as business-minded as they are creative, indicative of the changing tides within the industry.
The Future Sounds of Success: Deja’s Continual Growth
As the conversation turned towards future prospects, Deja Destinée laid out her vision of evolving within the industry and her plans to be a game-changer. With new music on the horizon, including the engagingly titled single “ATE”, and a role in the upcoming film premiere set for June 6th at Newark Cinema, Deja’s grind is relentless.
Echoing her earlier sentiments on the significance of grinding, she reiterates, “To work and put in the work… when you don’t want to do it, put in the work then, too, because in the end, it’s gonna pay off.” It’s with this unwavering dedication and drive that Deja Destinée forges ahead, paving her path with an unshakeable belief in her art and her ability to influence the industry.
Deja’s narrative is one that is building upon the foundations of authenticity, perseverance, and an uncompromising vision for what she wants to achieve. With a solid grounding in the values instilled in her name and approach to music, the future beckons with infinite possibilities, each one an opportunity to further the imprint of Deja Destinée on the world.
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