H&M's 'Comeback Clothes' Cleans Up Closets and Landfills
Laura McQuarrie — October 22, 2015 — Eco
References: dosomething.org & forbes
With the help of Olivia Wilde and DoSomething.org, fashion retailer H&M launched a cause marketing campaign called 'Comeback Clothes.'
While many retailers are solely fixated on selling clothing, this campaign considers garments past their end-use. At H&M stores, clothing donation bins were set up, so that customers could bring in clothing of all brands and all conditions. As a bonus for participating, people could snap a photo of themselves making a donation and send it to DoSomething.org in order to be entered in a $10,000 scholarship draw and win 15% off of their next clothing purchase.
As well as helping consumers clean up their closets, the initiative helps to prevent recyclable fabric out of landfills. The stunt was also a great cause marketing campaign for H&M, especially to support the H&M Conscious collection.
While many retailers are solely fixated on selling clothing, this campaign considers garments past their end-use. At H&M stores, clothing donation bins were set up, so that customers could bring in clothing of all brands and all conditions. As a bonus for participating, people could snap a photo of themselves making a donation and send it to DoSomething.org in order to be entered in a $10,000 scholarship draw and win 15% off of their next clothing purchase.
As well as helping consumers clean up their closets, the initiative helps to prevent recyclable fabric out of landfills. The stunt was also a great cause marketing campaign for H&M, especially to support the H&M Conscious collection.
Trend Themes
1. Clothing Reuse Campaigns - Major clothing brands initiate campaigns aimed at clothing reuse and recycling to address the fast fashion industry's environmental impacts.
2. Donation-based Marketing Strategies - Retail companies explore marketing techniques that incorporate sustainable practices, like creating donation programs.
3. Sustainable Retailing - Fashion retailers prioritize sustainable practices, including clothing recycling, to meet consumers' growing environmental awareness.
Industry Implications
1. Fashion Retailing - Fashion retailers lead the way in recycling and reuse of clothes through innovative campaigns and sustainable practices.
2. Cause Marketing - Cause marketing increases brand awareness while promoting environmental and social causes, as demonstrated by H&M's 'Comeback Clothes' campaign.
3. Environmental and Social Advocacy Groups - Environmental and social advocacy groups, like DoSomething.org, collaborate with businesses to promote sustainable practices and responsible consumerism.
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