Mary’s Living & Giving
Igniting change by making second hand clothes sexy
The challenge
The journey of Mary’s Living and Giving, one of our most ambitious ideas, began with us thinking about a new idea for a TV series. In 2011, we had begun to see the beginnings of a slow shift to upcycling and recycling - the tendrils of what we call the Double V, value with values, just starting to appear. It felt like this movement could be a powerful force for change if only we could overcome shoppers negative perceptions of second hand clothes.
The spot
As we began to look at the charity shop sector it was clear that the established players had failed to create the sense of desire and aspiration that people wanted from fashion. We reallsed that there was huge opportunity in making second clothes as sexy as the new.
The approach
The idea of Mary’s Living & Giving Shops was born – desirable shopping destinations nestled in the heart of urban communities, where people could find a bargain; give old clothes new life; and support a worthy cause. We named the shops to provoke thought around how we live, buy, and give back.
The work
We took the concept to five charities. Four turned us down. Not everyone got it. But the two women then at the top of Save the Children – Tanya Steele and Jayne Cartwright – went for it. Since then we have launched 26 Mary’s Living and Giving shops across the country which have raised over £30million for Save the Children.
The services
- Identifying growth opportunities and audiences
- Defining your brand philosophy
- Designing a connected retail experience
- Creating windows with stopping power
- Curating new retail concepts and partnerships
- Designing a holistic brand identity
The impact
26 Mary’s Living & Giving shops have been launched across the UK
The impact
The shops have raised over 30 million pounds for Save The Children since 2011.
