Sustainable messaging in retail

With estimates of over 10,000 items going into landfill every 10 minutes in the UK, retailers are pushing in-store recycling initiatives, offering rewards and promotions to customers in return for bringing in their unwanted clothes. This drives both traffic to physical stores and encourages customers to do good for the environment.

Consumers are becoming more aware of the environment and are making more conscious decisions on purchases. Retailers are now eager to promote and showcase their efforts at trying to make their business as a whole more sustainable. With estimates of over 10,000 items going into landfill every 10 minutes in the UK, retailers are pushing in-store recycling initiatives, offering rewards and promotions to customers in return for bringing in their unwanted clothes. This drives both traffic to physical stores and encourages customers to do good for the environment.

Below are some of our more favoured campaigns:

Marks and Spencers's Shwopping

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M&S and their partner Oxfam have successfully been running this campaign for a number of years now with the help of Joanna Lumley as the schwopping brand ambassador. Every item you place in one of their Shwop boxes helps to put an end to poverty. The Shwopped items are resold, reused or recycled and allow Oxfam to fund all sorts of vital projects around the world. Incredibly, since 2008 the M&S and Oxfam Shwopping partnership has collected over 20 million items, worth an estimated £16 million for Oxfam’s work.

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H&M's Close The Loop

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H&M first launched the Garment Collecting program in 2013. The idea is simple: Bring your unwanted clothes (from any brand, in any condition) to your nearest H&M store. H&M will then make sure to give them a new life, by re-using them or recycling them, and in return you recieve vouchers to use at H&M.

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'Close The Loop' is an initiative set up by H&M to close the loop in fashion and recycle unwanted garments to create recycled textile fibers for new clothes. One of their more recent campaigns, World Recycle Week was a global H&M initiative were they aimed to collect 1,000 tons of garments. And to raise awareness, artist M.I.A. has filmed an exclusive new music video for H&M, highlighting the environmental impact of clothes going to landfills around the world. 

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Last September, H&M introduce 16 new denim styles made using recycled cotton from textiles collected from their Garment Collecting initiative from H&M stores. The pieces for men, women and kids, are some of the latest steps towards H&M’s goal of creating a closed loop for fashion.

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Today, H&M is able to use 20% recycled cotton from collected clothes, and is investing in new technology to increase this share without losing quality. This year, H&M has a target to increase the number of garments made with at least 20% recycled fabric by 300% compared to last year.

Best of the rest

AAAmerican Apparel’s sweatshop free messaging feature throughout their stores.

 

CC1Cheap Mondays recycling messaging in store.

 

CC2Recycling bins feature in all Cheap Monday stores.

 

&OS& Other Stories recycling count in store. 

 

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