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Recognized for its good works in communities around the world, Goodwill Industries is probably best known for its chain of stores, selling clothing and household items donated by folks like you and me.
It would be easy for Goodwill to keep doing the “same-old-same-old” during the current recession, focusing solely on lower-income families and selling items in the $7-10 range. But the organization realized (earlier than most of us) that now more than ever, the “belt-tightening” of professionals and their families offers up another retail opportunity.
The NY Times just published an excellent article on Goodwill and its latest effort to reach out to more shoppers through new “boutique” style sections of their stores (and sometimes, separate retail location), selling designer and high-end department store labels. Goodwill is also experimenting with spacious floor plans, neater displays, and even fashion shows.
We are making a particularly strong push right now to improve our image, our reputation and our brand, to promote Goodwill as a cool place to shop,” said Jim Gibbons, the chief executive for Goodwill Industries International in Rockville, Md.
“We have embraced a more traditional retail strategy,” said Mauricio Hernandez, a senior vice president for Goodwill of Greater of New York and Northern New Jersey.”
Current freestanding boutique locations include Milwaukee, WI; Palm Beach, FL; and Portland, OR.
Five years ago, it probably wouldn’t have occurred to Goodwill that they could seek out and cater to an entirely new market segment. Is there a tweak you can be making to your business – one that doesn’t take too much adjustment, yet adds big profit potential?
Michele Miller is a writer, speaker, and consultant on ways to capture the heart of the female customer. The co-author of The Soccer Mom Myth, she consults with businesses of all sizes across North America
My brother-in-law has worked for Goodwill for about 13 years. When he started there were only 4 locations in our metro area and now there are 15. They have a good business model that really seems to be working well for them. Their model wouldn’t work in a country that wasn’t full of voracious materialistic consumers.
Interesting point about materialism! At least we know that some of the proceeds are going to help others in need, right?
Hi Michelle, Just yesterday I passed the local Goodwill in my tiny South Georgia town and thought–I think I’ll do an article on making a fashion statement using the Goodwill Brand. My son Joe ( the high functioning autistic kid in my brood of 4 kids) is hiking the entire Appalachian trail this summer -from GA to Maine-and after paying a fortune for this and that, it hit me–go to goodwill! I did — and found new Nike rain gear, hiking shorts and other cool and useful stuff. Their brand adaptation is very savvy!! We are on the same page again
Hope you and yours are well and happy–hope to see you sometime–
Margaret Titus
Brand Strategies For Professionals
One Hit Wonder Wizard Academy Graduate
Great story, Margaret! I think I need to get to Goodwill more often. Your example is a great one of how consumers are shopping from a different perspective during these economic times. Let me know if you write an article as well!