Goodwill Industries
Goodwill Industries
Organization
The company is called the Goodwill Industries. It serves the community vintage clothing at low cost, as well as kitchen items, furniture and books. The Texas Goodwill invented the new marketing strategy that brought together its consumers, while at the same time, uniting service and operations.
Opportunity
The trend of vintage clothing was gaining popularity around 1991; during this time the Texas Goodwill grabbed the chance to change the negative image of thrift stores. Many believed second hand shops were for poor people or that the idea of wearing something used was unbecoming. However, the new fashion featured baggy pants, faded and ripped jeans that expressed the “grunge” look or an “urban” style. These clothes could be found in the thrift stores and at a low cost. People started to have a new attitude towards Goodwill organizations.
Objectives
The Goodwill Company wanted to change its image and reinvent itself. Through research, new graphic design and reaching out to the public, the new Goodwill emerged and accomplished the goal at hand.
Research
The information necessary to meet the Goodwills objectives was first; find out their customer profiles. The companys officials did just that finding:
?· Most customers were between the
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