From Uniqlo to Zara, clothing brands try to win over Gen Z with a needle and thread
NEW YORK (AP) — 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…
Retailers such as Levi's, Uniqlo, and Primark are rolling out in-store repairs and sewing workshops to appeal to Generation Z consumers who are environmentally conscious and looking to save money. While luxury brands and specialty stores have offered product repairs for years, the concept has recently become more widespread. Levi's, for instance, introduced a handstitching course for high school students, equipping them with four essential skills: sewing on a button, hemming, patching a hole, and fixing a tear.
The company's Wear Longer program, set to expand nationally, aims to empower consumers by teaching them how to maintain their clothes and extend their lifespan. The "fix it, don't ditch it" message resonates with consumers like Chloe Halprin, a Detroit resident who aligns with the retailers' sustainability efforts.
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