From Uniqlo to Zara, clothing brands try to win over Gen Z with a needle and thread
Retailers are pairing mending and resale with workshops as Gen Z shoppers push demand for longer-lasting clothes, with more than 730 Primark sessions held.
- Levi Strauss, Uniqlo, and Primark are expanding in-store repair and mending services this year to engage a new generation of shoppers interested in sustainable consumption and thrift shopping.
- Detroit resident Chloe Halprin, 25, exemplifies this shift; retailers implement 'fix it, don't ditch it' programs to address consumer desires for budget-friendly maintenance and reduced carbon footprints.
- Primark has held more than 730 workshops across nine of the 17 countries where it operates; Uniqlo provides aftercare services in 75 of its roughly 2,500 stores worldwide.
- Kate Fletcher, a professor at Manchester Metropolitan University, critiques these programs, arguing that repair services remain limited compared to the industry's continued growth in overall clothing production.
- To make repairing and reselling clothes more commercially viable, retailers including Primark and ThredUp are urging governments in North America and the European Union to adopt new tax policies.
28 Articles
28 Articles
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How Levi’s and Uniqlo are using a ‘fix it, don’t ditch it’ sales strategy to appeal to Gen Z
Encouraging customers to mend worn clothes instead of buying new ones might seem like a self-defeating sales strategy. But in-store repairs and sewing workshops are becoming essential retail services for clothing brands as they try to appeal to young consumers who want to save money and the planet.While luxury fashion houses and select specialty retailers like Patagonia and L.L. Bean have offered product repairs for decades, the concept has caug…
Even the giants of the fast fashion want to change, on the push of the GenZ, reducing the environmental impact of the supply chain. Campaigns of awareness and platforms for the sales, but remains the problem of the excess of production
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