We visited Goodwill's new store for bargain-hunting millennials, and it was like nothing else we've seen from the company
The new store is located on the Upper West Side. The nearest traditional Goodwill store is a 10-minute walk away.
It feels significantly smaller than some of the other Goodwill stores in New York, and it's instantly obvious that the assortment here has been curated with a specific shopper in mind: the fashionable millennial.
Still, there was a variety of customers shopping the store when we visited.
Womenswear is front and center.
The layout is easy to shop ...
... as mismatched items are grouped together by color.
It feels a lot like a trendy thrift store that you might find in the East Village, only more affordable.
All the clothing and accessories here are selected specifically for this location.
This means that it doesn't feel like a dumping ground for unwanted products.
We came across lots of well-known brands such as Puma, Vans, and Nike.
At the back of the store was a small homeware section. The focus was on smaller, decorative pieces of decor that would be suitable for urban living.
We have a group of students to thank for this new location. The idea came about after Goodwill asked business fashion students to come up with a new concept to adapt to changing shopping habits. The students were awarded $10,000 for their idea.
Goodwill's business model has been popular among younger shoppers as it perfectly fits in with millennials' beliefs about sustainability and environmentally conscious living.
As fashion becomes faster, trends go out of style more quickly, and fashion becomes more disposable.
Some shoppers are becoming more conscious about the impact of shopping at fast-fashion stores, which has driven a trend of millennials shopping in and donating more to thrift stores.
This tendency has led to an increase in both shopping and donating at these stores.
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