Value Village

BIGGGGG project. I feel like i need to make a comment here about something I've mentioned a few times. Updating a brand, a reason to believe, a store layout the way in which you communicate are all products of an insight and in the case of Reinventions, those insights are often generated by Observed data/behaviours. The Savers/Value Village brand means a great deal to those who use it regularly. I spent 2 full days just walking through and watching people. The energy of friends trying on the most absurd things and having a ball doing it drive the decision to move the change rooms from the periphery of the store right into the middle and to call it the "heartbeat". We had this notion of DIY creative...and so I went about to write a manifesto which I'm happy to report helped to sell the entire project in. From that, everything else followed easily. In store tech, new ways of merchandising, smaller format boutiques, way finding, employee brand...we pushed hard for This is Thrift, they went with Thrift Proud...you don't win it all even when it feels like you might.