Some women come to Rent the Runway stores almost daily to get dressed for work, she said, and users are wearing 12 to 15 rented outfits per month, a complete change in behavior from traditional buying. “People aren’t going into physical stores because of the growth and pervasiveness of their purchases with companies like Amazon and the efficiency of [that] shopping experience,” Hyman said. Nicole Smith-Goldberg, a Rent the Runway user since 2011, said she first tried the service the summer that she had seven black-tie weddings to attend, mostly within the same group of friends. As a personal trainer and dancer, Smith-Goldberg said, she spends a lot of time in yoga pants, so she wants to wear fashionable and interesting dresses at events and parties. Renting instead of buying, she said, is a no-brainer. “With social media, your picture gets out there a lot,” the 38-year-old New York resident said. “It’s noticed if you’re wearing the same outfit all the time.” And there’s potential for renting more than just clothing and accessories. Omni, a San Francisco-based start-up, is like cloud storage for your stuff. It gives users a platform to rent out a variety of items they’ve stashed with Omni, such as suitcases, sporting equipment and other useful objects that would typically sit in garages. Omni founder Tom McLeod said the rental service unlocks the value of the items people own and gives consumers access to a pool of things they didn’t have before. A recent testimonial thanked Omni, which currently operates only in the Bay Area, for delivering an air purifier during the October fires that blanketed the region with smoke.
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