Strategic storytelling for thrift pieces.
Bridging stories between 2nd chances for aids and the homeless and 2nd-hand pieces.
Introduction
As part of my External Engagement at Parsons, our client was Housing Works, a New York City–based nonprofit that fights AIDS and homelessness through secondhand furniture and thrift clothing sales. Their goal was to transform the thrift retail business into a landmark shopping experience in New York City.
Process
Our research included client workshops, guerrilla interviews with shoppers, and in-depth interviews with Housing Works volunteers.
Outcome
Our team developed a storytelling-led retail strategy supported by actionable tactics designed to create sustained excitement over time. The concept was prototyped through a live customization event.
Stakeholder research
Through in-store customer interviews, we identified three primary archetypes:
Fans: Loyal Housing Works customers who shop for antiques and unique finds
Familiars: Customers familiar with the assortment who shop based on specific needs
Critics: Individuals unfamiliar with the store or dissatisfied with the experience
Insight Development
We found that most customers were unaware of Housing Works’ nonprofit mission and frequently cited pricing as a concern. At the same time, many interviewees shared that they thrift primarily for the experience and uniqueness of items, describing a love for “the thrill of the hunt.”
This revealed a disconnect between perceived value, cause awareness, and pricing expectations.
Strategic action
To leverage the inherent excitement of thrifting, our team revisited secondary research on brands and real-world experiences known for generating sustained anticipation. We examined designed excitement (e.g., Jordan drops) versus serendipitous excitement (e.g., unexpected subway moments).
We identified excitement as a strategic lever that would allow Housing Works to embrace the entropy of thrift, amplify serendipitous value capture, and justify higher price points through experience rather than discounting.
Ideation
To bridge the gap between cause awareness and thrift excitement, we explored strategic storytelling as a core mechanism. Real and imagined narratives could enhance the perceived value of secondhand items, while NYC-based experiential events could deepen emotional connection to both the product and Housing Works’ mission.
Prototyping
Our team hosted a live, NYC-based experience at the Housing Works Chelsea location. The activation featured stories of “personified items” and allowed customers to customize purchases with embroidery and accessories. This prototype demonstrated one actionable tactic supporting broader pillars of excitement for the Housing Works brand.
Deliverable
We delivered a strategic vision that introduced excitement as a core brand pillar, fostered intimate customer connections, and laid the foundation for long-term brand loyalty.
The strategy was grounded in behavioral principles, including:
Emotional attachment: Individuals’ pain of losing is psychologically twice as powerful as the pleasure of gaining (Loss aversion)
Participation: Tactile engagement creates early emotional bonds (sensory touch)
Storytelling: Human tendency to disproportionally overvalue the things they (partially) create (IKEA effect)
Excitement by design by serendipity
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