Is your closet too full? Do you have clothing items you no longer wear or don’t fit? Do you want to do a good deed and help the planet? Look no further than the local H&M clothing store.
As part of a new fashion campaign called “Conscious Collections,” H&M has launched a global garment recycling program. H&M is the second largest clothing retailer in the world, so when it makes a statement, it does so on a global scale. The garment recycling program – available in 269 locations in the United States plus 48 international locations – will give customers vouchers worth 15% off a future purchase whenever they bring a bag of clothes to donate.
H&M has partnered with Global Green USA – the sole beneficiary of the massive recycling program. A partner company – I:Collect – will reprocess all donated garments for new use. H&M also announced the company would partner with the World Wildlife Federation on initiatives to improve the global water supply, particularly where wet processes are used in manufacturing.
Group Activities and Discussion Questions:
- Show the Conscious Collections video: http://youtu.be/futi8gcU79w
- Bring up the H&M Web site: http://www.hm.com/us/
- View Global Green USA’s site: http://www.globalgreen.org/
- View I:Collect’s site: http://www.ico-spirit.com/en/homepage/
- Discuss recycling programs as part of marketing programs.
- How does the recycling program integrate with other H&M marketing tactics?
- How can other companies implement similar initiatives?
- What is the impact of cause marketing and social issues for companies?
Source: New York Times, Brandchannel.com, other news sources, 2/21/13
