ThredUP Recruits ‘Stranger Things’ Star to Help Turn the Fast Fashion World Upside Down

ThredUP Recruits ‘Stranger Things’ Star to Help Turn the Fast Fashion World Upside Down

August 18, 2022

Fast fashion has long been criticized for its negative environmental impact. Now, online resale retailer thredUP is launching a Campaign with a celebrity influencer defending the evils of fast fashion, while advertising the kind of outfits the online thrift store offers.

Strange things star Priah Ferguson is curating and promoting an outfit line for thredUP, along with launching an initiative called “Fast Fashion Confessional Hotline,” according to Gotham city. yesshoppers can call the hotline and hear Ms. Ferguson’s take on why fast fashion is bad for the environment.

ThredUP Recruits 'Stranger Things' Star to Help Turn the Fast Fashion World Upside Down
Photo: threadUP

RetailWire called the hotline and confirmed that the callers are connected to a recording of Ms. Ferguson, who offers a few options to listen to additional messages that will help shoppers “break fast fashion”:

  • Option one is aimed at customers who want Mrs. Ferguson to talk them out of a fast-fashion splurge;
  • Option two features Mrs. Ferguson discussing why thrift is better than fast fashion;
  • Option three allows customers to hear a “fast bad fashion” story from Ms. Ferguson and encourages callers to leave a voicemail sharing theirs.

The new initiative does not represent thredUP’s first broadside against fast fashion. In fact, it recently launched a campaign targeting not only the business model, but also a competing business.

In June, thredUP sent push notifications to customers in San Francisco asking them to promise do not patronize Shein’s pop-up store. It also promised those who participated in the boycott a 40 percent discount plus free shipping on a first thredUP purchase.

News emerging from thredUP’s most recent earnings call on the company’s health was mixed.

The company announced it would lay off 15 percent of its corporate staff and close a processing center due to declining demand, according to Footwear News. Other companies in the fashion vertical have also recently laid off employees.

Despite the reported net loss, thredUP’s earnings call caused shares to surge on news of a higher number of active buyers and orders, according to the motley fool.

DISCUSSION QUESTIONS: Will Gen-Z consumers view fast fashion’s confessional hotline as authentic or heavy-handed? Is thredUP right or is it going too far in its activism against fast fashion?

brain confidence

“The reality is that resale retail should be more vocal about why it’s a good fit. They have the claim of sustainability, why not take advantage of it?”

wpDiscus

Leave a Reply

Your email address will not be published.