Shelter Scotland have announced plans to rebrand their shops in an effort to attract more customers and donations. All 8 Edinburgh shops will get a makeover, with the Stockbridge branch getting first dibs. You can read a full article about it here.
From volunteering in a particularly well-branded charity shop, I hear plenty of comments from customers praising the character and care put into the layout and decoration of our shop. Good branding should make a charity shop feel like a boutique, and add to the sense of treasure-hunting while you flip through the rails. On the other hand, bad branding (or a complete lack thereof) results in dull, lifeless charity shops with a lack of distinctive personality: bare walls and endless, unthoughtful rails are off-putting right from the get go, and you'll need serious stamina to find yourself a buy among them.
I've frequently found things in Shelter Stockbridge, and personally, I wouldn't have put it at the top of my list for getting rebranded - the window displays are always kookie and whimsical, the endless Baroque music charming and the rails sorted by style rather than colour or size appealing for treasure-hunters. I hope in an effort to draw more footfall, Shelter don't spoil the individuality of their shops for a generic 'high street' look, and continue to promote the obvious creativity of their staff and volunteers.
As always, I love to hear your comments.