Retail as a 'second-responder'
It’s been a week. The Trump administration continues its flurry of first 100 days actions, including freezing federal aid for a wide range of programs. Meanwhile, major retailers are either walking back DEI programs (Target) or defending them (Costco). This could be at odds with a Deloitte study predicting consumer spending to grow by 3% this year. And the fires may be out in California, but the long and costly cleanup is just beginning. We sat down with Mary Alice Stephenson Maxwell, whose GLAM4GOOD non-profit aids people across America while addressing fashion industry excess, to learn what they are doing to help affected Angelenos rebuild.
Win-Win: Helping families by repurposing excess inventory
Mary Alice Stephenson Maxwell founded GLAM4GOOD in 2012 to support families in need and address the 17M tons of textile waste generated annually in the U.S. As a “second responder,” GLAM4GOOD steps in after immediate needs are met, helping families rebuild with clothing and self-care essentials. Now a 501(c)(3), it aids disaster recovery, family welfare, social equity and mental health while diverting industry excess. She says, “Look in your area. Brands have that ability to help. It’s mind-blowing the kind of impact fashion is having to help people right now.” -Marcy Medina
What led you to found GLAM4GOOD?
While working at Vogue, Harper’s Bazaar, Marie Claire and Allure, I began using my time and fashion connections to give back to organizations like the American Cancer Society and Make A Wish. I also noticed the industry’s excess inventory and called on brands to donate unused merchandise. What began as a grassroots movement in 2012 became a 501(c)(3) non-profit in 2016. GLAM4GOOD uses fashion to empower people in tough situations, thanks to the heart and compassion of amazing brands and individuals.
What is a “second responder” and how is GLAM4GOOD helping Los Angeles wildfire victims?
“Second responders” like GLAM4GOOD step in after critical needs like food, safety, and insurance are addressed, offering extended care to help families rebuild. For wildfire victims, this includes clothing and self-care items for all ages, tailored pop-ups and even optometrists for those who lost glasses.
In L.A., a March pop-up backed by CFDA Cares, The Board, Foundermade, and 60+ brands like Ulta, H&M and Victoria’s Secret will feel like a “cool sample sale,” empowering families with up to $10K in products. Choice restores dignity, courage and hope.
How can retailers get involved and are there specific requirements they should know about?
People can apply to donate here or email info@glam4good.com and follow our work @GLAM4GOOD on Instagram. How it works is a brand presents what they want to donate, we vet that to make sure we need it, they give us a value and the amount agreed upon is tax deductible. That donation is not only good, it’s good for you. And we provide the reporting for brands.
What advice do you have for SMB retailers trying to make a difference or implement conscious practices into their businesses?
Start local. Connect with community centers or schools to see what they need and how your products can help. Many NYC public schools, for example, support over 100,000 unhoused students with clothing closets and personal care lockers, and we partner with them. Seek philanthropic partners who give your products new life and offer tracking for tax and social responsibility reporting—it ensures transparency and impact.
Interview edited for brevity and clarity.
Scroll, Click, Buy: Most shoppers purchase while multitasking
A new Salsify study shows that 69% of shoppers buy things while doing other things, like scrolling social media, watching streaming entertainment or scrolling through YouTube videos. Unsurprisingly, 76% of Millennials are more likely to do this, and maybe not so expected, so are 75% of men. Spending patterns are changing as well, with two-thirds of shoppers paring back on essentials and more than half choosing less expensive brands. More than a quarter used AI assistants to help them shop while a smaller percentage acted on AI recommendations.
Why this matters: There’s always talk of “meeting customers where they are,” but they’re in multiple places at once, with potentially less money to spend. Speed is also important in capturing a distracted shopper, so if you’re holding out on AI, it might be time to think about implementing it in product search. (Chain Store Age)
Retail crime “queenpin” to pay millions in restitution
Brands see traffic bump from ChatGPT, Google Gemini
Black-owned brands don’t want you to boycott Target
Gen-Z still prefers in-person shopping
How retailers approach CX in 2025
Why main streets matter
While big box stores and other chains are closing stores by the thousands, main street stores, those local mom-and-pop businesses, are also struggling with macroeconomic woes. According to retail expert Olivia Robinson, head of strategic growth at VoCoVo, more than half of Americans visit their local main street a few times a month and three-quarters of them say they feel sad, worried, guilty or angry when a local store closes. Probably not the same sentiment when a mall chain closes one of its doors. Stores act as social hubs and human interaction is a key factor in building customer loyalty. She points out that technology can be used in simple ways, such as enabling a store associate to check stock quickly instead of having to leave a customer to go find the answer.
“Main streets are the heart of many communities, providing goods and services, but critically, also spaces for social interaction, connection and memorable experiences. As the world becomes increasingly digital, the value of physical spaces grows in tandem." - Olivia Robinson, VoCoVo
Why this matters: The value of community and in-person experiences can’t be overstated. For SMB retailers, it’s a chance to shine and become an indispensable part of your customers’ lives. While technology can enhance your in-store experience, it will never replace a human shopkeeper. Read Robinson's full column here.
Big retail brings out big AI but consumers may not notice
At the NRF convention this month, leading retailers including Home Depot, Domino’s and Dollar Tree unveiled their newest AI-powered features, but it wasn’t the robots making pizzas that drew eyeballs at CES. Instead, it’s operational processes that are benefitting from artificial intelligence created by Google and Nvidia. Also big are behind-the-scenes features like customer data analysis to better understand customers and personalize offerings.
Why this matters: For now, the investments made in AI by early adopters are noticeable mainly on the operational side. Consumers won’t be able use techy features in-store or online for a while, but retailers can start implementing it on the supply side to optimize everything from inventory management to customer service. (Yahoo)
Trump administration orders freeze on federal aid
On Monday night, the new administration ordered a temporary pause on all federal assistance except for Medicare and Social Security payments. By Tuesday afternoon, a federal judge temporarily blocked the order in response to a lawsuit filed by Democracy Forward. From Medicaid and disaster relief to student loans and rent assistance, dozens of programs that Americans rely on were thrown into disarray, and the action could plunge state budgets that rely on federal dollars into chaos as well. While the exact parameters of the Trump memo aren’t yet clear, the impact has been immediate.
Why this matters: Dozens of programs may lose funding, including those that aid retail businesses, either directly or indirectly. If people lose dollars, they will buy fewer things. If companies are forced to abandon diversity, equity and inclusion programs, it could impact employment. (Washington Post)
What we’re watching: This Forbes video on how Dick’s Sporting Goods is using data to beat its competitors.
What we’re reading: The Art of Small Business Social Media by Peg Fitzpatrick (Rowman & Littlefield) demystifies what it means to market to customers on social platforms and shows you exactly how to do it.
What we’re listening to: The WWD Voices podcast with Grove Collaborative’s Jeff Yurcisin, a former fashion CEO who’s now fighting retail plastic waste.
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The SKUpe is curated and written by Marcy Medina and edited by Bianca Prieto
