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Primark’s “Love It For Longer” Repair Classes: Real Sustainability Effort or Retail Gimmick? · Omni Talk Retail

• 0:00
  Primark
• 0:00
  has
• 0:00
  unveiled
• 0:01
  its
• 0:01
  first
• 0:02
  US
• 0:02
  in
• 0:02
  store
• 0:03
  repair
• 0:03
  classes,
• 0:04
  according
• 0:04
  to
• 0:05
  Chain
• 0:05
  Storage.
• 0:05
  On
• 0:06
  Thursday,
• 0:06
  the
• 0:06
  global
• 0:07
  value
• 0:07
  fashion
• 0:08
  retailer
• 0:08
  launched
• 0:09
  its
• 0:09
  Love
• 0:10
  it
• 0:10
  for
• 0:10
  Longer
• 0:11
  repair
• 0:11
  workshop
• 0:12
  at
• 0:12
  its
• 0:12
  Staten
• 0:13
  island
• 0:13
  store.
• 0:14
  Customers
• 0:14
  that
• 0:14
  sign
• 0:14
  up
• 0:15
  for
• 0:15
  the
• 0:15
  free
• 0:15
  class
• 0:15
  will
• 0:16
  learn
• 0:16
  simple
• 0:16
  mending
• 0:17
  and
• 0:17
  upcycling
• 0:17
  techniques
• 0:18
  that
• 0:18
  range
• 0:19
  from
• 0:19
  fixing
• 0:19
  hems
• 0:19
  to
• 0:20
  adding
• 0:20
  buttons
• 0:20
  or
• 0:20
  pockets.
• 0:22
  All
• 0:22
  participants
• 0:22
  will
• 0:23
  receive
• 0:23
  a
• 0:23
  complimentary
• 0:24
  sewing
• 0:24
  kit,
• 0:25
  repair
• 0:25
  booklet,
• 0:26
  and
• 0:26
  reusable
• 0:27
  tote
• 0:27
  bag.
• 0:27
  Primark
• 0:28
  officially
• 0:28
  introduced
• 0:29
  Love
• 0:29
  it
• 0:30
  longer
• 0:30
  classes
• 0:30
  in
• 0:31
  2020.
• 0:32
  Currently,
• 0:32
  the
• 0:33
  company
• 0:33
  hosts
• 0:34
  nearly
• 0:34
  400
• 0:34
  free
• 0:35
  sessions
• 0:35
  in
• 0:35
  its
• 0:35
  stores
• 0:36
  across
• 0:36
  the
• 0:36
  U.K.
• 0:36
  ireland,
• 0:37
  the
• 0:37
  Netherlands,
• 0:38
  Italy,
• 0:38
  Belgium,
• 0:39
  Spain,
• 0:39
  and
• 0:39
  France.
• 0:40
  Chris,
• 0:41
  do
• 0:41
  you
• 0:41
  think
• 0:42
  that
• 0:42
  Primark's
• 0:43
  in
• 0:43
  store
• 0:43
  repair
• 0:43
  classes
• 0:44
  push
• 0:44
  all
• 0:45
  the
• 0:45
  right
• 0:45
  buttons,
• 0:45
  or
• 0:46
  do
• 0:46
  you
• 0:46
  think
• 0:46
  this
• 0:46
  is
• 0:46
  just
• 0:46
  a
• 0:47
  silly
• 0:47
  marketing
• 0:47
  gimmick?
• 0:48
  Oh,
• 0:49
  wow.
• 0:49
  You
• 0:49
  know,
• 0:49
  until
• 0:50
  you
• 0:50
  read
• 0:50
  the
• 0:50
  story
• 0:51
  out
• 0:51
  loud,
• 0:51
  I
• 0:51
  didn't
• 0:51
  even
• 0:51
  pick
• 0:52
  up
• 0:52
  the
• 0:52
  double
• 0:52
  entendre
• 0:53
  of
• 0:53
  Love
• 0:53
  it
• 0:53
  for
• 0:53
  longer.
• 0:54
  I
• 0:54
  just
• 0:54
  think
• 0:55
  that's
• 0:55
  hilarious.
• 0:55
  But.
• 0:56
  But
• 0:56
  anyway,
• 0:57
  it's
• 0:57
  tough
• 0:57
  to
• 0:57
  that
• 0:57
  point.
• 0:58
  It's.
• 0:58
  It's
• 0:58
  definitely
• 0:59
  a
• 0:59
  marketing
• 0:59
  gimmick.
• 1:00
  But,
• 1:00
  yeah,
• 1:01
  it's
• 1:01
  actually
• 1:01
  one.
• 1:02
  It's
• 1:02
  actually
• 1:02
  one.
• 1:02
  I.
• 1:03
  I
• 1:03
  actually
• 1:03
  kind
• 1:04
  of
• 1:04
  like
• 1:04
  it
• 1:04
  a
• 1:04
  lot
• 1:05
  because,
• 1:05
  you
• 1:06
  know,
• 1:06
  we
• 1:06
  talked
• 1:06
  about,
• 1:07
  like,
• 1:07
  yoga
• 1:07
  classes
• 1:08
  and
• 1:08
  other
• 1:08
  activities
• 1:08
  that
• 1:09
  I've
• 1:09
  railed
• 1:09
  on
• 1:09
  on
• 1:09
  past
• 1:10
  shows.
• 1:10
  Yeah,
• 1:11
  but.
• 1:11
  But,
• 1:11
  you
• 1:12
  know,
• 1:12
  as
• 1:12
  shown
• 1:12
  by
• 1:13
  the
• 1:13
  400
• 1:13
  classes
• 1:14
  that
• 1:14
  the
• 1:14
  article
• 1:14
  reference
• 1:15
  that
• 1:15
  they've.
• 1:15
  They've
• 1:16
  pretty
• 1:16
  much
• 1:16
  done
• 1:16
  with
• 1:17
  this
• 1:17
  concept
• 1:17
  throughout
• 1:18
  Europe,
• 1:19
  this,
• 1:19
  again,
• 1:19
  this
• 1:19
  event
• 1:20
  is
• 1:20
  easily
• 1:20
  repeatable
• 1:21
  and
• 1:21
  simple
• 1:22
  to
• 1:22
  execute.
• 1:23
  I
• 1:23
  think
• 1:23
  it's
• 1:23
  pretty
• 1:24
  straightforward.
• 1:24
  And
• 1:24
  so
• 1:25
  for
• 1:25
  those
• 1:25
  that
• 1:26
  are
• 1:26
  interested
• 1:26
  in
• 1:26
  it,
• 1:26
  I
• 1:27
  think
• 1:27
  it
• 1:27
  also
• 1:27
  probably
• 1:27
  drives
• 1:28
  traffic
• 1:28
  to
• 1:28
  the
• 1:28
  store
• 1:29
  in
• 1:29
  that
• 1:29
  day
• 1:29
  now.
• 1:30
  And
• 1:31
  I
• 1:31
  mean,
• 1:31
  here's
• 1:31
  the
• 1:31
  point.
• 1:31
  I
• 1:32
  know
• 1:32
  you're
• 1:32
  thinking
• 1:32
  this
• 1:32
  in
• 1:32
  your
• 1:33
  head
• 1:33
  too,
• 1:33
  but
• 1:33
  is
• 1:34
  Primark
• 1:34
  talking
• 1:34
  out
• 1:35
  of
• 1:35
  both
• 1:35
  sides
• 1:35
  of
• 1:35
  its
• 1:35
  mouth
• 1:36
  on
• 1:36
  sustainability?
• 1:37
  Yeah,
• 1:38
  100%.
• 1:39
  100%.
• 1:40
  Let's
• 1:40
  call.
• 1:41
  Call
• 1:41
  it
• 1:41
  what
• 1:41
  it
• 1:42
  is.
• 1:42
  But
• 1:43
  at
• 1:43
  the
• 1:43
  same
• 1:43
  time,
• 1:43
  the
• 1:43
  items
• 1:44
  are
• 1:44
  inexpensive,
• 1:44
  which
• 1:45
  people
• 1:45
  need.
• 1:46
  Like,
• 1:46
  people
• 1:46
  need
• 1:47
  access
• 1:47
  to
• 1:47
  affordable
• 1:48
  clothing.
• 1:48
  And
• 1:48
  so
• 1:49
  having
• 1:49
  ways
• 1:50
  to
• 1:50
  repair
• 1:50
  them
• 1:51
  or
• 1:51
  augment
• 1:51
  them
• 1:52
  could
• 1:52
  be
• 1:53
  valuable
• 1:53
  to
• 1:53
  a
• 1:53
  certain
• 1:54
  segment
• 1:54
  of
• 1:54
  their
• 1:55
  customer
• 1:55
  base.
• 1:55
  So,
• 1:55
  net
• 1:56
  Net,
• 1:56
  I
• 1:56
  like
• 1:57
  this.
• 1:57
  It's
• 1:57
  omnichannel
• 1:58
  and
• 1:58
  design.
• 1:58
  It
• 1:59
  brings
• 1:59
  traffic
• 1:59
  in
• 1:59
  the
• 1:59
  store.
• 2:00
  I
• 2:01
  don't
• 2:01
  have
• 2:01
  any
• 2:01
  complaints
• 2:01
  about
• 2:01
  it
• 2:02
  whatsoever.
• 2:02
  Oh,
• 2:02
  my
• 2:02
  God.
• 2:03
  Well,
• 2:03
  I'll
• 2:04
  start
• 2:04
  with
• 2:04
  where
• 2:05
  I
• 2:05
  agree
• 2:05
  with
• 2:05
  you.
• 2:06
  Yes,
• 2:06
  I
• 2:06
  love
• 2:06
  the
• 2:07
  marketing
• 2:07
  move
• 2:07
  and
• 2:07
  getting
• 2:08
  Primark
• 2:08
  credit
• 2:09
  for
• 2:09
  sustainability.
• 2:10
  Well
• 2:10
  done.
• 2:11
  Yes.
• 2:11
  You're
• 2:12
  doing
• 2:12
  that.
• 2:13
  I
• 2:13
  love
• 2:13
  that
• 2:13
  they're
• 2:14
  creating
• 2:14
  their
• 2:14
  own
• 2:14
  content
• 2:15
  for
• 2:15
  people
• 2:15
  so
• 2:16
  that
• 2:16
  you
• 2:16
  don't
• 2:16
  have
• 2:16
  to
• 2:16
  be
• 2:17
  in
• 2:17
  a
• 2:17
  store.
• 2:17
  There's
• 2:18
  all
• 2:18
  these
• 2:18
  YouTube
• 2:18
  videos
• 2:19
  and
• 2:19
  tutorials
• 2:19
  that
• 2:19
  they're
• 2:20
  also
• 2:20
  putting
• 2:20
  online.
• 2:21
  So
• 2:21
  I
• 2:22
  think
• 2:22
  that's
• 2:22
  good
• 2:22
  for
• 2:22
  them
• 2:23
  from
• 2:23
  a
• 2:23
  brand
• 2:23
  perspective
• 2:24
  and
• 2:24
  definitely
• 2:24
  drives
• 2:25
  traffic
• 2:25
  and
• 2:25
  gets
• 2:25
  their
• 2:26
  name
• 2:26
  out
• 2:26
  there.
• 2:28
  But
• 2:28
  putting
• 2:28
  it
• 2:29
  in
• 2:29
  the
• 2:29
  stores,
• 2:30
  especially
• 2:31
  in
• 2:31
  the
• 2:31
  US
• 2:31
  I
• 2:32
  think
• 2:32
  will
• 2:32
  be
• 2:32
  more
• 2:33
  work
• 2:33
  and
• 2:33
  effort
• 2:33
  than
• 2:34
  it's
• 2:34
  worth
• 2:34
  for
• 2:34
  the
• 2:34
  stores
• 2:34
  teams.
• 2:35
  I
• 2:35
  don't
• 2:35
  think
• 2:36
  this
• 2:36
  is
• 2:36
  any,
• 2:36
  I
• 2:37
  don't
• 2:37
  think
• 2:37
  this
• 2:37
  is
• 2:37
  any
• 2:38
  different
• 2:38
  than
• 2:38
  doing
• 2:38
  a
• 2:39
  yoga
• 2:39
  class.
• 2:40
  I
• 2:40
  think
• 2:40
  it's
• 2:40
  the
• 2:41
  same,
• 2:41
  it's
• 2:42
  the
• 2:42
  same
• 2:42
  effort
• 2:43
  for
• 2:43
  that
• 2:44
  team
• 2:44
  to
• 2:44
  clear
• 2:45
  the
• 2:45
  space,
• 2:46
  make
• 2:46
  sure
• 2:46
  that
• 2:46
  they
• 2:46
  have
• 2:46
  somebody
• 2:47
  check
• 2:47
  people
• 2:48
  in.
• 2:48
  And
• 2:48
  I
• 2:49
  really
• 2:49
  think
• 2:49
  that
• 2:50
  when
• 2:50
  you
• 2:50
  talk
• 2:51
  about
• 2:51
  the
• 2:51
  Primark
• 2:52
  product,
• 2:53
  a
• 2:53
  five
• 2:53
  dollar
• 2:54
  T
• 2:54
  shirt
• 2:54
  is
• 2:54
  not
• 2:55
  something
• 2:55
  I'm,
• 2:55
  I'm
• 2:56
  investing
• 2:56
  time
• 2:57
  to
• 2:57
  fix.
• 2:57
  I
• 2:58
  will
• 2:58
  just
• 2:58
  buy
• 2:58
  another
• 2:58
  five
• 2:59
  dollar
• 2:59
  T
• 2:59
  shirt.
• 3:00
  So
• 3:00
  if
• 3:00
  I
• 3:00
  were
• 3:00
  Primark,
• 3:01
  I
• 3:01
  think
• 3:01
  I
• 3:01
  would
• 3:01
  do
• 3:02
  the
• 3:02
  opposite.
• 3:03
  I
• 3:03
  would
• 3:03
  focus
• 3:03
  more
• 3:04
  on
• 3:04
  like
• 3:04
  a
• 3:04
  clothing
• 3:05
  recycling
• 3:05
  program
• 3:05
  with
• 3:06
  some
• 3:06
  sort
• 3:06
  of
• 3:06
  incentive
• 3:07
  to
• 3:07
  your
• 3:07
  point,
• 3:08
  because
• 3:08
  people
• 3:09
  do
• 3:09
  need
• 3:09
  affordable
• 3:10
  clothing.
• 3:10
  But
• 3:11
  I
• 3:11
  think
• 3:11
  I
• 3:11
  would
• 3:11
  focus
• 3:12
  on
• 3:12
  like,
• 3:12
  we're
• 3:12
  going
• 3:12
  to
• 3:12
  recycle
• 3:13
  these
• 3:13
  clothes,
• 3:14
  bring
• 3:14
  your
• 3:14
  bag
• 3:14
  in
• 3:15
  and
• 3:15
  get
• 3:15
  a
• 3:15
  five
• 3:15
  dollar,
• 3:16
  you
• 3:16
  know,
• 3:16
  coupon
• 3:17
  or
• 3:17
  some
• 3:17
  sort
• 3:17
  of
• 3:18
  incentive
• 3:18
  to,
• 3:19
  for
• 3:19
  people
• 3:19
  to
• 3:19
  participate
• 3:20
  in
• 3:20
  this.
• 3:20
  Because
• 3:20
  Even
• 3:21
  though
• 3:21
  there's
• 3:21
  400
• 3:22
  of
• 3:22
  these
• 3:22
  classes
• 3:23
  that
• 3:23
  they've
• 3:23
  done
• 3:23
  across
• 3:24
  a
• 3:24
  multitude
• 3:24
  of
• 3:25
  cities
• 3:25
  all
• 3:25
  over
• 3:25
  Europe,
• 3:26
  like
• 3:26
  we
• 3:26
  don't
• 3:26
  know
• 3:26
  if
• 3:26
  there's
• 3:27
  two
• 3:27
  people
• 3:27
  per
• 3:28
  class
• 3:28
  and
• 3:28
  they're
• 3:28
  just
• 3:28
  like
• 3:29
  box
• 3:29
  checked
• 3:29
  or
• 3:29
  if
• 3:30
  anybody
• 3:30
  comes
• 3:30
  to
• 3:30
  these
• 3:31
  class.
• 3:31
  I
• 3:31
  just,
• 3:31
  I
• 3:32
  could
• 3:32
  see
• 3:32
  this
• 3:32
  from
• 3:33
  a
• 3:33
  retailer
• 3:33
  like
• 3:34
  a
• 3:34
  Macy's
• 3:34
  or
• 3:34
  Nordstrom
• 3:35
  where
• 3:35
  it
• 3:35
  does
• 3:35
  make
• 3:36
  sense
• 3:36
  to
• 3:36
  invest
• 3:36
  in
• 3:37
  like
• 3:37
  upgrading
• 3:38
  or
• 3:39
  repairing
• 3:39
  product
• 3:40
  that's
• 3:40
  of
• 3:40
  a
• 3:40
  little
• 3:41
  bit
• 3:41
  higher
• 3:41
  value.
• 3:42
  But
• 3:42
  there's
• 3:42
  no
• 3:42
  way
• 3:43
  in
• 3:43
  hell
• 3:43
  I'm
• 3:43
  doing
• 3:44
  a
• 3:44
  repair
• 3:45
  class
• 3:45
  on
• 3:45
  a
• 3:45
  $5
• 3:46
  T
• 3:46
  shirt
• 3:46
  that
• 3:46
  my
• 3:47
  kid
• 3:47
  rips
• 3:47
  a
• 3:47
  hole
• 3:47
  in.
• 3:48
  Just.
• 3:49
  Yeah,
• 3:50
  well,
• 3:50
  your
• 3:50
  point
• 3:51
  about
• 3:51
  too
• 3:51
  is
• 3:51
  like,
• 3:51
  how
• 3:51
  does
• 3:52
  this
• 3:52
  play
• 3:52
  in
• 3:52
  America
• 3:53
  versus
• 3:53
  Europe,
• 3:53
  which
• 3:53
  is
• 3:53
  the
• 3:54
  context.
• 3:57
  Like.
• 3:57
  Yeah,
• 3:57
  I
• 3:57
  thought
• 3:57
  that
• 3:57
  was
• 3:58
  Staten
• 3:58
  Island.
• 3:59
  Yeah.
• 3:59
  Yeah.
• 3:59
  Wow.
• 4:00
  Shots
• 4:00
  fired
• 4:01
  Staten
• 4:01
  Island.
• 4:01
  Yeah.
• 4:02
  Wow.
• 4:03
  But,
• 4:04
  but,
• 4:04
  yeah,
• 4:04
  but
• 4:04
  no,
• 4:05
  it's
• 4:05
  a
• 4:05
  great
• 4:05
  point.
• 4:05
  And
• 4:05
  you
• 4:06
  know,
• 4:06
  it's
• 4:06
  actually,
• 4:06
  you
• 4:06
  know,
• 4:07
  the,
• 4:07
  the,
• 4:07
  the,
• 4:08
  the
• 4:08
  differences
• 4:09
  between
• 4:09
  the
• 4:09
  American
• 4:09
  and
• 4:10
  European
• 4:10
  consumer
• 4:10
  we're
• 4:10
  going
• 4:11
  to
• 4:11
  touch
• 4:11
  on
• 4:11
  in
• 4:11
  the
• 4:11
  next
• 4:11
  headline
• 4:12
  too.