ASID Icon - Winter 2013 - (Page 38)
Goodwill Goes Uptown
POP-UP BOUTIQUE BOOSTS SALES, LIFTS COMMUNITY/
THRIFTING HAS BECOME a staple for young people in urban
enclaves. The appeal of putting a unique stamp on an outﬁt, ﬁnding a vintage treasure or recycling a perfectly good outﬁt are just
a few reasons why these young people are shopping at thrift and
second-hand stores for clothes and other fashion accessories.
Goodwill has developed a reputation with this demographic
for offering stylish products at prices primary retail outlets just
can't compete with. Goodwill also promotes sustainable living
by ensuring clothes don't end up in landﬁlls while they are still
transform their image and storefronts, they immediately saw the
potential of a unique partnership. They welcomed the opportunity to use their multi-disciplinary knowledge base to leverage
their skills in a powerful way to beneﬁt the local community.
As a way of reaching out to younger customers, Goodwill
had been conducting trunk shows in the area, usually involving
three or four racks of selected clothing. The trunk shows were
well attended, but Goodwill was looking for a way to attract even
more traffic. Expanding their outreach would require signiﬁcantly
"We hope to continue to engage with local fashionistas. The pop-up
store is a great way to start those conversations."
in good condition and endorses efforts to improve local communities - two causes that resonate with young people today. To
capitalize on this newfound popularity, many Goodwill locations
are doing even more to elevate the retail experience and connect
with discerning customers.
When the design team at Gensler's Washington, D.C. office
was approached by Goodwill of Greater Washington to help them
more resources than a trunk show, however. So Brendan Hurley,
the senior vice president of marketing and communications for
Goodwill of Greater Washington, decided to go to the experts.
"We needed Gensler to design a space for us that would
accommodate our budget and properly leverage our resources,"
says Hurley. Gensler responded by offering the nonproﬁt organization pro bon services.
the magazine of the american society of interior designers
Table of Contents for the Digital Edition of ASID Icon - Winter 2013
A Commitment to True Collaboration
Design’s Growing Body of Evidence
Design for Life
ASID Icon - Winter 2013