Goodwill Marketing Analysis
I have personally not heard of Goodwill stores. But, being a college student, I do shop at thrift store locations once in a while. I think the biggest benefit for companies that promotes used clothes is that, it is cheap and that the concept of a thift store benefits the society. Mostly, I would go buy a pair of jeans, or normal everyday t-shirt than I can wear to work or college.
Generally, for one reason or another, my family does not prefer to buy anything from thrift stores at all. Mainly, it’s the concept of using, used clothes that bothers them. Its always the mentality that “if I chip in another 5 bucks, I can get a new product. So why bother getting a used on?”
Seeing the video, I do not understand how people would like to purchase fashioned clothing and items from goodwill thrift stores. But everyday use items are the ideal items that I would definitely purchase at thrift stores.
The three types of customers are the following: Early adopters, late adopters, and critical mass. In my opinion, early adopters are most likely to spend more money on the clothes that they shop for and buy. In other words, early adopters are most likely to shop at goodwill’s boutique shops, looking for the newest designs and most fashionable items. Because early adopters don’t mind spending a little more on new fashion goods, it makes the most sense for goodwill to prioritize boutique stores. In my opinion, this is where goodwill trys to have the biggest profit margins, making boutique stores their main priority.
Critical mass on the other hand, are not so wary of the fashion trends, however they are looking for something durable and long lasting.
Lastly, late adopters still care for fashion. But unlike the early adopters, these bunch of people are not hard and fast about buying the latest items in fashion. They don’t mind waiting a little longer to get an item that was in fashion 8 months ago.
As the value proposition mentioned in the video, all customers look for deeply discounted price on used merchandize.
However, as the video mentions, clothing and goods are strategically chosen and placed in locations that match the local cultural environment and situation.
Goodwill’s value proposition is, used merchandize at deeply discounted prices. I believe that generally, all customer groups share the same with some caveats here and there. Cultural, psychological, social and personal values must somewhat meet and come together for the value proposition to be agreed upon the mass customer groups that goodwill plans to target.
Cultural – goods and items based on the location. Conservative items for conservative locations. As the video showed, in a particular location in California, the goodwill shop was serving goods and items that catered