August 18, 2022
Fast fashion has long been criticized for its negative environmental impact. Now online retailer thredUP launches a Campaign With a celebrity influencer who embraces the pains of fast fashion, promoting the range of clothing offered by the online secondhand shop.
Strange things Star Priya Ferguson is developing and promoting clothing lines for thredUP alongside launching an initiative called “Fast Fashion Confession Hotline”. Gotham. SHoppers can call the hotline and hear Ms Ferguson talk about why fast fashion is bad for the environment.
RetailWire By calling a phone, callers confirmed they were connected to a recording, which offered consumers a few options to hear additional messages to help them “release in quick fashion.”
- Option One is aimed at customers who want Ms Ferguson to tell them outside of fast fashion.
- Option two Ms. Ferguson discusses why savings is better than fast fashion;
- Option three allows customers to hear a “bad fast fashion” story from Ms. Ferguson and encourages callers to leave their own voicemail.
The new initiative doesn’t represent thredUP’s first volley at fast fashion. In fact, it recently launched a campaign targeting not only the business model, but a competing business.
In June, thredUP sent out push notifications asking customers in San Francisco. Promise Not to be a fan of Shane’s pop-up shop. It also promises boycotters a 40 percent discount and free shipping on their first purchase from thredUP.
News from thredUP’s most recent earnings call was mixed about the company’s health.
The company has announced that it will lay off 15 percent of its corporate workforce and close a processing center due to demand. Shoe news. Other companies in the fashion industry have recently laid off workers.
Despite reporting a net loss, thredUP’s earnings call sent shares higher on news that the number of active buyers and orders had increased. The Motley Fool.
Discussion Questions: Do Gen-Z consumers view the hotline of fast fashion fanatics as fair or heavy-handed? Does thredUP go too far in its anti-fast fashion movement?
“The reality is that retailers need to be more vocal about why they’re a good choice. They have a question about sustainability, why aren’t they using it?”