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. But 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. Bean have offered product repairs for decades, the concept has caught on. Jeans giant Levi Strauss & Co., casual…