M&S launches Shwopping initiative
Marks & Spencer is partnering with Oxfam in a new initiative which will encourage customers to hand over an old item of clothing every time they purchase a new one.
The new Shwopping scheme will see all M&S clothing stores accept unwanted clothing of any brand all year round. M&S said the free service is aimed at creating a new ‘buy one, give one’ culture on the UK high street.
Through Oxfam, the clothes will be resold, reused or recycled with M&S aiming to recycle as many clothes as it sells – 350 million a year.
Actress Joanne Lumley will front a campaign to promote the initiative as part of her new role as worldwide ambassador of Plan A, M&S’s eco and ethical programme.
Never Miss a Retail Update!M&S CEO Marc Bolland said: “We’re leading a change in the way we all shop for clothing, forever. This is the right, responsible move for the UK’s biggest clothing retailer and the ultimate goal is simple – to put a complete stop to clothes ending up in landfill.
“We want to get back one garment for every one we sell. For us that’s 350 million a year. It is a big number, but with our customers’ help, we will do it.”
Barbara Stocking, Oxfam chief executive added: “For Oxfam, Shwopping will ultimately mean helping us change the lives of some of the world’s poorest people. Unwanted clothing donated to us by the British public raises millions of pounds every year to help fund our life-saving work, so it’s vital for us to keep those donations coming in. This campaign brings a really fresh approach to that challenge, and the potential offered by reaching out directly to M&S customers is very exciting.”
M&S is launching a TV, print and online marketing campaign to support the Shwopping scheme including a specially created facebook app.
Lumley said: “I’m really excited to be working with M&S and have long admired Plan A. Their latest initiative, Shwopping, is all about getting customers to recycle unwanted clothes every time they shop at M&S. It’s a big, bold campaign and a first for the high street.”
