Repair isn't a dusty solution, it's good service

This article was originally published in Dutch via werkindewinkel.nl by Crissy Mulder. 

With her start-up MENDED, Agnes Weber (29) shows that clothing repair is not only sustainable, but also a smart way to attract customers to your store. “Repairing is not only good for the environment, but also for your turnover.” 

A pair of broken pants got the ball rolling. “They were my favorite pants,” Agnes says, “but after a while, the seam came apart. When I contacted the brand, they offered me a ten percent discount on a new pair. But that felt so impersonal. Why didn't they just help me get my pants repaired?”

That moment inspired Agnes to found MENDED: a clothing repair platform for fashion brands. Many brands in the Netherlands and Germany now work with her to help customers repair their favorite items. “From broken zippers to worn knees, MENDED takes care of everything from A to Z.” Not only sustainable, but also smart business

According to Agnes, repair is often only considered sustainable. “But that's a shame, because it's also interesting from a business perspective. If you offer a repair service as a brand or store, you show that you stand behind your product. That inspires confidence.”

And confidence pays off, according to research by MENDED. “Customers who have something repaired through the brand are 2.3 times more likely to buy something from that brand again. They remain loyal for longer and also tell others about it. So repair is not only good for the environment, but also for your turnover.” More store visits thanks to repair are another advantage: repair literally brings customers back to the shop. “We're seeing more and more brands using this smartly to encourage store visits. Especially now that people are buying a lot online, you have to give them a reason to come into the store. Repair is one such reason,” Agnes says. 

Some brands even organize events around repair. “We recently did a pop-up in a store with a tattoo artist who decorated labels on jeans. Customers came by with their old jeans and then happily continued shopping. That's how you turn something practical into an experience.” No hassle, but customer loyalty.

For stores and brands, it's also very easy to arrange. “We take care of the entire process,” Agnes explains. “From registering the repair to repairing it, customer service, and returning it. Everything is done under the brand's name, so it fits their image.” Brands can also decide for themselves how they want to offer it. “Some make repairs available to everyone, others link it to a loyalty program. This gives regular customers that little bit extra,” says Agnes. From damage repair to service.

As far as Agnes is concerned, repairs will soon be as normal as a receipt. “When you sell something, you also have to think about what happens next. What if something goes wrong? Repair is not a emergency solution, but a premium service. It says: we are still there for you after the purchase.” And that is precisely the core of her mission. “We want every garment to come with a way to keep it in good condition as standard. Because it's sustainable, yes. But mainly because it works. For the customer and for your store.”