Many Australians wouldn’t have heard of the brand Twillory (www.twillory.com).   They describe themselves as a startup – who began in 1892 which ticks our box for brands with heritage and they use that legacy to position themselves in what they describe as the ‘New Retail Age’. Their mission is to be a leader in a retail trend of transparency, social responsibility and true customer centricity.

The shirts that they offer online are all about quality and craftsmanship – the blue Gingham ticks my personal preference but that’s not what attracted me to the site.

Above: Twillory is a retailer that makes it easy for customers to give back

As part of the retail customer experience, they offer a re:purpose program which makes life for the consumer especially simple to give back. The premise is incredibly simple which again makes the idea more attractive. Purchase a Twillory shirt and it is delivered to your doorstep. Included within this package is a pre-paid package where you replace the items you’ve just purchased with the shirts that you possibly don’t wear or need anymore. All you need to do is send back [the only effort required] – Twillory then inspect, launder and repackage these items, giving them to the charity, Career Gear, who use your gently used items to help the jobless, homeless and disaster stricken.

It’s the simplicity in our opinion that’s the hook. The concept makes it incredibly simple for the recipient of the new shirt to give back. It’s all done for you and requires a minimum of effort. Charity and charitable efforts are never far from the consciousness of consumers but when brands offer a simple solution, there’s going to be more of chance of action. We would imagine that it’s a attached to an insight around purchasing of shirts and gently used garments – which makes the concept even more appealing.

A great initiative in our opinion and wondering which Australian retailers could a) recognise the triggers of the New Retail Age and b) incorporate a simple charity element to their customer experience.