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Cheap Can Also Be Chic,[link widoczny dla zalogowanych]
The Washington chapter of the international nonprofit organization has launched an offer to recast itself as a supply of vintage and high-end fashion so that they can expand its customer base to young,[link widoczny dla zalogowanych], professional women. It has hired Hall to blog about stylish merchandise found in its stores and uploaded a video of its annual fashion show to YouTube. Its new eBay store has featured a fur stole and beaded evening gown by Oleg Cassini,[link widoczny dla zalogowanych], who designed clothes for Jacqueline Kennedy.
"Most people think about Goodwill as a dirty old thrift store, and we're trying to change that perception," said Brendan Hurley,[link widoczny dla zalogowanych], vice president of selling and communication for Goodwill of Greater Washington.
Goodwill was founded to teach and rehearse those who are disadvantaged or have disabilities. The nonprofit operates nine stores in the region and receives more than 400,000 donations every year. Hurley said the typical shopper is a 35- to 49-year-old woman having a household income of under $70,[link widoczny dla zalogowanych],000.
He explained the group doesn't want to alienate those core shoppers. But it decided to reach out to more affluent shoppers too after noticing the popularity of high-end vintage boutiques -- a few of which sell exactly the same items available at Goodwill stores,[link widoczny dla zalogowanych]. It had been a lesson in marketing. There is a distinction between "vintage" and "used,[link widoczny dla zalogowanych]." And Goodwill fell into the latter category,[link widoczny dla zalogowanych].
"If we can help reposition the nature of the merchandise," Hurley said,[link widoczny dla zalogowanych], "we can garner a lot of market share."
Goodwill held its fashion show in September. The local chapter of Salvation Army also holds an annual fashion show, that is scheduled for Wednesday in the Ritz-Carlton in downtown Washington.
Hurley said the neighborhood Goodwill chapter is the first in the country to test the concept and begin marketing itself through social media outlets for example MySpace and YouTube. Hall was named retail marketing manager in June and began blogging shortly afterward underneath the pseudonym DC Goodwill Fashionista,[link widoczny dla zalogowanych].
"At first I was surprised that there were comments whatsoever. You do not know what to expect. This is brand-new territory for us,[link widoczny dla zalogowanych]," Hall said. "Is anybody going to take Goodwill seriously having a fashion blog?"
In a recent post,[link widoczny dla zalogowanych], Hall wrote about fall looks for men culled from Goodwill's stores. She picked a gray wool zip-up sweater from J. Crew with flat-front trousers for just one outfit,[link widoczny dla zalogowanych], and a shiny striped button-down shirt in another -- a little unorthodox,[link widoczny dla zalogowanych], but fashion is all about risks.
"The shirt is a touch bit shinier than I'd usually recommend, but it's from DKNY and it continues to have the tags onto it, and so i thought I'd throw it in,[link widoczny dla zalogowanych]," she wrote. "I think this shirt is perfectly acceptable if it's always included in a jacket,[link widoczny dla zalogowanych], sweater,[link widoczny dla zalogowanych], or -- at the very least -- a kicky vest. Otherwise, you look like an extra from 'A Night at the Roxbury.' Not cool."
The site receives 600 to 800 visitors every week, most of them local. Hall blogs three days a week and features Goodwill finds on Tuesdays. The items are then auctioned on Goodwill's eBay store. About 10,[link widoczny dla zalogowanych],000 visitors played the video, Hurley said. She was working in a store in August when a customer approached her for help finding jeans that suit. Because they searched the racks, Hall learned that the woman was homeless coupled with experienced the clothes she was wearing within the last month. She'd merely a $40 clothing voucher to invest.
Hall helped her get a new outfit over the next hour: a printed,[link widoczny dla zalogowanych], button-down blouse; a purple-and-black rain coat (the girl said she liked dark colors); new shoes; plaid flannel pajamas; fleece sweaters and cotton T-shirts.
"At some point, I informed her that they could go on within the dressing room and she or he said, 'Don't go anywhere. I want you to inform me if these jeans look great on me,[link widoczny dla zalogowanych], okay?' " Hall wrote. "And Used to do. And they looked good on her."
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