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Goodwill 2.0: Get Hip or Die Trying

The Goodwills of Washington, D.C., were bordering on bankruptcy until they embraced the Internet and re-invented themselves as fashion tastemakers.

Pairing powerful name recognition and thrift-store hipness, they've seen sales surge and a new online market emerge. The stores have hired Em Hall, a stylish 20-something blogger who posts about trendy Goodwill bargains in an effort to draw people to their stores. They've also redoubled efforts to get people to understand what the core mission of Goodwill is...here's a hint: It's not about their stores.

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