Etsy’s Good Store Advocates Conscious Consumerism
Etsy, the global e-marketplace for independent makers, came offline last week with a three-day London pop-up featuring products and workshops – a Holiday warm-up to elevate craft and promote mindful consumerism. Not only did the Good Store put UK makers on the map, it also emphasised omnichannel storytelling.
Situated in Covent Garden, the Good Store focused on three key categories: craftsmanship, sustainability and wellbeing. All products were equipped with dual-functionality QR codes offering discovery and purchase assistance. For discovery, scanning directed browsers to a dedicated website hosting details on the maker’s story. For instance, information about Becky Cocker – founder of handbag brand Carv – explained how her sustainability-centric ‘slow fashion’ manifesto was born out of her social insights as a town planner. For purchasing, the same QR code then delivered a direct – and in fact the only – path to purchase. The store operated as a showroom, with all items subject to home delivery.
Visitors were also able to meet makers at in-store events including panels and workshops, with topics ranging from conscious shopping to improving wellbeing through crafts. See also Working the Wellness Dollar.
The concept reflects a notable increase in sustainable shopping behaviours, with 20% of millennial luxury spenders always taking ethics into account (Statista, 2017) – a fact that other brands such as The Maiyet Collective have capitalised on.
At Etsy’s opening-night panel, London-based author and restaurateur Jasmine Hemsley stated that “more mindful behaviour, considering the ethics of each purchase – will infiltrate society and change the way brands produce”. Meanwhile, Stylus’ head of Retail Katie Baron flagged the swelling potential of craft: “Younger generations, appreciative of experiences and more attuned to the sharing economy, are finding ‘stuff’ an increasing hindrance, so when they buy things they must really count. Things that are hand-made or have a story attached present their key pillars in the sand.”
Transcending the pop-up, the collection remains available online throughout November and December.