Young Shoppers Could Create A Zero-Waste Future For Retail

Millennial research, Millennial insight, Millennial marketing, Gen Z research, Gen Z marketing, Gen Z insight, youth research, youth marketing

What does the future of commerce look like? For Days, a sustainable clothing membership that reimagines retail, thinks they have the answer…

Clothing subscriptions are nothing new anymore, but each company is putting its own twist on the trend to appeal to young consumers who continue to seek time-saving alternatives to traditional shopping. Rent the Runway added an unlimited subscription service to their already-innovative business, Ann Taylor launched their “Infinite Style” monthly service while Stitch Fix saw success with their customized model and digital consignment store ThredUp introduced a “Goody Box.” The children's’ aisle wasn’t left out either, with Gap going niche and catering to kids’ sleepwear needs, BabyGap offering an “Outfit Box” for rapidly growing tots, and Old Navy dressing slightly older kids—making life a little easier for time-strapped Millennial parents.

While many brands have hopped on the trend, some are thinking outside the subscription box (sorry). For Days sets itself apart from the others by appealing to the 43% of 13-35-year-olds who tell Ypulse they’re more likely to buy a product described as “sustainable.” Members can sign up to receive three, six, or ten shirts each month and return them whenever they’re too stained, too torn, or otherwise used up—a departure from brands that charge for over-worn or late-returned items. So, why do they accept shirts that are too gone even for Goodwill? Because they recycle and reuse the materials for future shirts, which, by the way, are made with 100% organic cotton, keeping with their environment-first, all-natural vibe.

Not only does their sustainable message resonate with Millennials, so does their appeal to minimalism. The brand wants to lift the “burden of ownership” off their members, letting them keep their…

 
 

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The Newsfeed

Quote of the Day:  Millennials have grown up in a world where consuming wine outdoors—or any location outside of the traditional table—is more acceptable than generations past.”—Kate McManus, VP of Marketing, Delicato Family Wines (Wine Spectator)

Young consumers are “killing the shopping spree.” Whether they’re signing up for the growing number of clothing subscription services (Rent the Runway, Le Tote, Urban Outfitters, etc.), shopping second-hand, or just culling their closets—young shoppers are quitting fast fashion in droves. Some are inspired by Marie Kondo’s joy-sparking brand of minimalism, while others want to help the environment—and still others are just seeking a wide range of things to wear at a lower price. (Vice)

Airbnb is launching “adventures” for experience-seeking young travelers. The site that started with accommodations and moved into one-off “experiences” (like dinner parties) now offers multi-day excursions, complete with guides, gear, meals, and accommodations. The platform already features over 200 trips in 40 countries, including a tiger-tracking expedition in Kenya and a trek through the canyons of Oman. (Fast Company)

Tyson Foods is taking on the fake meat market with plant-based nuggets. The pea protein nuggets are the first in a line of “Raised & Rooted” products from Tyson Foods. The brand's CEO explains they’re catering to the “growing number of people open to flexible diets that include both meat and plant-based protein”—aka young flexitarians, not full-time vegans. But can a company known for its meat sell the idea that “this [trend] is about ‘and’—not ‘or’”? (The Verge)

Snapchatters can shop Levi’s new Pride Month jacket via selfie filter. The Shoppable feature is first enabled by scanning a QR code found at select stores or by getting a special Snapcode from a friend. Then, users can try on the special-edition trucker jacket via augmented reality, customizing it with one of two washes and a selection of six pins and patches. Once they complete the look, users can purchase the Pride Month Jacket—without ever leaving the app. (SJ)

Amazon’s new Echo Dot Kids Edition revamps the original. The new smart speakertakes many cues from the adult version’s second generation (it’s louder and rounder) but adds special features just for kids that go beyond a rainbow-striped color scheme. The device will come with a year of FreeTime Unlimited, a subscription service that includes popular Alexa skills like Pinkfong’s Baby Shark Adventures, as well as an enhanced parental control suite to address growing privacy concerns. (VarietyCNET)

Quote of the Day: “Young people still have an incredible interest in the Olympic Games…But the way they are consuming the Olympic Games—the type of content they are watching and the ways and the platforms on which they are watching—are fundamentally changing.”—Kit McConnell, Sports Director, International Olympic Committee (Bloomberg)

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