Comment: charity shops are finally disrupting the retail sector and Generation Z is our secret weapon

By Kate Bishop, Director of Retail and Brand Strategy, Save The Children. 

For too long the charity retail sector has been perceived to be on the outskirts of the mainstream.

We’ve made our way into some specific categories with high fashion specialists in the designer second hand market, furniture specialists including up-cyclists becoming more sought after and second-hand high street fashion taking on the fast fashion labels we have become accustomed to.  

Economic and environmental strides 

We made strides in hard economic times when people realised just how much the charity retail sector can help them to save.  

We’ve also benefited enormously as people have become more pro-active and considerate about their contribution to climate change, the life cycle of their purchases and their impact on our planet. This improves our sales as well as our stock take as donations improve in volume and quality. 

We also had a great boost from the Mary Portas effect as the “Queen of Shops” showcased the charity shop’s rightful place as the beating heart of the Highstreet and the local community. 

However, despite the great progress so far, many of the misperceptions around what charity shopping is all about persist. All too often the idea conjures up images of musty little shop floors loaded with heaps of old tat in disorganised bundles that is hard work to rummage through with very little reward at the end of it.

There’s no concept of customer service or an excellent retail experience. No notion of knowledgeable, helpful staff who understand their stock and their customers – on hand with professional service, help and advice. The reality is very different.    

A change in perception 

But change in perception is happening fast. In fact, our progress towards being front of mind for consumers has been rocket fuelled by Generation Z.  

Vinted is a great illustration of this transformation in mindset with the second-hand fashion platform reporting profit for the first time with 61% year-on-year growth for 2023, net profit of 17.8 million Euro.

It is a fantastic reflection of a wider trend. Younger generations don’t want to boast about their latest designer labels. Rather, they are proud to shout about their pre-loved outfit that was a bargain find.   

And it’s not just customer behaviour that is breaking the mould. Generation Z’s values are a core driver not just for what they buy and how they consume, but also where they work. 

According to Glassdoor, Gen Z full time employees will overtake the number of baby boomers in the workplace in 2024.

And Deloitte’s 2023 survey of 22,000 Gen Zs and Millennials, highlights that lifestyle and career decisions are made based on values for these generations. This goes for all aspects of their lives, which is why we’re seeing such a charity boom.   

No competition 

As someone who made the move from mainstream retail to the charity retail sector some eight years ago, I can honestly say I have never been more excited about the generational shift that we are seeing in consumer behaviour and recruitment. 

The truth is - we have so much to offer that traditional retailers should beware. The revolution is coming and we are at the forefront.

Retail is a fantastic career opportunity for aspirational, talented and creative people but let’s face it – much of the retail sector, including fashion, is formulaic. Each new exciting trend is really just the same, same but different.

This year the new red is pink. Skinny cut is out, flares are (back) in.  It’s recycling of ideas and processes, whereas recycling of stuff is at the cutting edge of fashion in 2024. 

For an ambitious and talented retail employee, the charity retail sector is a way to really make your mark with free reign in creative direction.

You can choose how to run your store. No two days are the same. You choose your star product and accessories. The magic happens when you spot a hero item and build your vision around it.  

And we have the power of the other stars of the high street alongside us. Take our East Dulwich store with its brilliant community collaboration with local artist Will Vibes. 

Career support to grow and thrive 

It should come as no surprise that our ethos is about giving back. We have invested in world class training and learning and development for our employees. Our collaboration with game-based training simulation specialists Attensi is second to none.

From onboarding to management - training and support is available on demand with impactful feedback. We’re encouraging best practices that align with our core values as well as our strategic KPIs. We are also nourishing creative talent and personal development journeys.    

Conclusion 

Out with the old and in with the new is taking on a whole new meaning in the charity retail revolution and Generation Zs are blazing the trail. Old is the new new and it is an exciting ride. Watch out mainstream – we are coming.