Posted by Erin Schroeder, Copywriter & Online Specialist

As Goodwill boutiques pop up across the country, it’s not just these new, high-end stores getting all the foot traffic. The brand strategy has created some fresh buzz for the brand as a whole, with all locations benefiting.

So what is working so well with this strategy? The boutique concept is giving shoppers a different experience when it comes to resale. It is targeting select, typically upscale locations, and creating storefronts that appeal to a younger, fashion-focused demographic. In its approach, Goodwill is zeroing in on Millennial buyers, but also balancing its marketing efforts to reach new and existing customers who represent the Generation X and Baby Boomer audiences.

With the boutiques, Goodwill is working to move past a stigma that has often associated thrift shopping with stores full of cheap, tattered goods. The brand is focusing on the atmosphere by pairing more modern interiors with fun and trendy goods and displays.

Along with this different kind of shopping experience and some re-configured store aesthetics, Goodwill seems to know how to pull in its target audience. Social media is playing a big part in the marketing plan as boutiques are turning to channels like Instagram and Facebook and using visual posts to highlight their unique finds.

The response so far to the boutique stores opening across the United States? It’s been very positive. There are now more than 60 Goodwill boutiques operating in downtowns and urban areas spanning from New York to California.

The stores are attracting both new and former customers, boosting revenue and giving shoppers a different perspective on secondhand shopping. They’re also bringing more attention to the Goodwill name and driving drop-off donations.

While these swankier locations are helping bargain hunters find designer goods at affordable prices, perhaps the best outcome is that Goodwill continues to put all proceeds – from traditional stores and boutiques – toward its non-profit efforts.


For more on the boutiques, check out this article from the American Marketing Association: