How Levi’s and Uniqlo are using a ‘fix it, don’t ditch it’ sales strategy to appeal to Gen Z
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 services for clothing brands as they try to appeal to young consumers who want to save money and the planet . While luxury fashion houses and select specialty retailers like Patagonia and L.L. Bean have…
In a bid to attract Generation Z, fashion brands such as Levi Strauss & Co., Uniqlo, and Primark are embracing a "fix it, don't ditch it" approach to sales. While this strategy might seem counterintuitive, it resonates with young consumers who prioritize both saving money and reducing their environmental footprint.
Levi's has taken this concept further by offering in-store repairs and sewing workshops for teenagers. The San Francisco-based company recently expanded its Wear Longer program across the U.S., aiming to empower Gen Z shoppers with essential sewing skills. Head of global design innovation Paul Dillinger emphasized the importance of teaching customers how to maintain their clothes, ensuring they have a second life.
For Gen Z shoppers like Chloe Halprin, who opts for secondhand clothing and strives to minimize her carbon footprint, learning to mend her garments has become a part of her sustainable lifestyle. Halprin credits her newfound mending skills for helping her make more conscious purchasing decisions.
While the fashion industry has recognized the urgency of reducing its environmental impact, efforts to tackle textile waste remain limited. Each year, the world generates enough textile waste to fill a garbage truck every second, according to the United Nations Environment Program. Researchers agree that repairing and reselling clothes can mitigate a garment's environmental impact, but the practices remain too limited to offset the rapid growth in clothing production and consumption.
Gen Z, born between 1997 and 2012, has played a significant role in the growth of the preowned clothing market. Skeptics argue that the environmental impact of retailer repairs is minimal, but companies like Primark and Uniqlo are still investing in mending programs and classes. These initiatives not only address consumer needs but also strengthen brand loyalty, as they position the brands as responsible and environmentally conscious.
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