Fastcompany iconFastcompanyAug 10, 2026

How Levi’s and Uniqlo are using a ‘fix it, don’t ditch it’ sales strategy to appeal to Gen Z

Encouraging customers to mend worn clothes instead of buying new ones might seem like a self-defeating sales strategy. In-store repairs and sewing workshops are becoming essential retail services for clothing brands as they try to appeal to young consumers who want to save money and the planet.

How Levi’s and Uniqlo are using a ‘fix it, don’t ditch it’ sales strategy to appeal to Gen Z

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Useful takeaways from this story.

Encouraging customers to mend worn clothes instead of buying new ones might seem like a self-defeating sales strategy.

In-store repairs and sewing workshops are becoming essential retail services for clothing brands as they try to appeal to young consumers who want to save money and the planet.

While luxury fashion houses and select specialty retailers like Patagonia and L.L.

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The useful part

Encouraging customers to mend worn clothes instead of buying new ones might seem like a self-defeating sales strategy. In-store repairs and sewing workshops are becoming essential retail services for clothing brands as they try to appeal to young consumers who want to save money and the planet. While luxury fashion houses and select specialty retailers like Patagonia and L.L.

How it works

  • casual wear chain Uniqlo and budget retailer Primark are a few of the apparel companies hoping to win over Generation Z shoppers with a needle and thread.

Details worth keeping

Bean have offered product repairs for decades, the concept has caught on. Levi's created a handstitching course for high school students after...

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