Recycling, reusing and redesigning are well known initiatives many fashion companies are familiarized with. But, are they really giving the importance it should have within the main company values? Moreover, Is it considered as a main company value?
Copenhagen offers a wide range of fashion business with sustainable approaches such as second hand and trendy vintage shops.
- Who is it? -
Last week we visited Twenty Concept Store in the number 20 of Elmegade. Twenty was founded a year ago with the aim to bring to the market quality and exclusivity at a lower price. It mixes luxury secondhand and high vintage as well as carrying some new brands.
The company contributes, in some way, to the Reusing culture not only with its second hand clothes but also in the store interiors. They reuse some wastes and left overs of furniture to develop the inside of the shop (the hanging rods, wooden counter and boxes). The result is a particular retro- underground look combined with unique vintage pieces.
The vision of the company as described by the owner is to provide consumers quality products of high-end brands at a reasonable/cheap price. This states clearly that reusing and redesigning is definitely not one of their main values. However, we found very interesting the way they market re-used clothes, making the customer feels tempted by their trendy and fashionable style and encouraging them to consume reused products.
- Who comes? -
Twenty, has a broad target group ranging from high-income consumers to middle class consumers. They are mostly women from age 20 to age 45. Consumers visit this shop with different mindsets. Some favor the idea of reusing clothes as a way to be sustainable while others want to buy fine brands at low price. Consumers with eco-friendly mindset tend to be more mature within the age group of 30. They apply sustainable ways in other areas of life and prioritize good quality clothes with natural materials. they tend to choose...