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How Goodwill and 2nd Time Around Are Rebranding for Contemporary Shoppers


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Until recently, a Goodwill store opening likely wasn't considered an "event," but having a DJ spin records at the recent opening of the secondhand chain's fourth store in the city signals a change in the air. Crain's New York reports the new Union Square store is targeting fashion-conscious shoppers with trendy apparel and promotional arrangements, and that model will likely be replicated in other stores.

While resale businesses typically rely on high turnover and a large selection of available product to attract customers, many thrift stores, including Goodwill, are now focusing on tailoring their collection of apparel to bring in shoppers. "Millennials are a larger, growing group, and they like the more boutique-y, trendy type of stores," Goodwill VP and chief development officer Karen Means told the publication. Being able to offer high-end fashion at low-end prices puts secondhand stores in an attractive position to millennials who want to look good without an empty wallet to contribute to quarter-life crises.

2nd Time Around is embracing this shift two-fold: by expanding physically, adding at least six new locations in Manhattan, and philosophically, by rebranding as a New York luxury chain with higher-end offerings. Even Habit for Humanity is imitating this system with the home goods sold in its recently-opened retail store in Queens; it plans to open pop-up shops in Manhattan to capture more customers.

If the shopping experience offered by New York's best secondhand stores can be elevated without raising prices, millennials have won the sartorial jackpot.

Goodwill Union Square

7 W 14th St, New York, NY 10011, USA