Case Study: H&M, Garment collecting

Problem:

To reduce the environmental impact of the fashion industry by limiting the amount of waste ending up in landfills. Every year, tons of textiles end up in landfills. But as much as 95% of these textiles and clothes could be used again. 

Campaign:

H&M are now collecting clothes of any brand, in any quality and any condition in their stores. Donated clothes are sent to the nearest processing plant. The clothes are then graded and hand-sorted. Zero waste is the goal. Items that are too worn and torn to be reused will be recycled and turned into raw materials and new products.
Rewear - Clothing that can be worn again is marketed worldwide as second-hand goods.
Reuse -Textiles that are no longer suitable to wear are converted into other products, such as cleaning cloths.
Recycle -Textiles that can’t be reused get a new chance as textile fibres, or are used to manufacture products such as damping and insulating materials for the auto industry.
Energy -When re-wear, reuse and recycle are not options, textiles are used to produce energy.
For each kilogram of clothes they collect, 0.02 EUR* will be donated to a local charity organisation chosen by H&M. This service is available in all H&M stores. 

Outcome:

The scheme is only recently been introduced into UK stores and it is too soon to tell if it has been a success.

 “We believe this program will really make an impact in reducing the amount of clothing that ends up in landfills all over the world and we are excited that, at the same time, we will raise funds for Global Green USA to continue their great work,” H&M Continental Communications Director Marybeth Schmitt said.

Conclusion:

Similarly to the Marks and Spencer’s, Shopping campaign, H&M aim to provide its customers with the chance to easily recycle unwanted clothing in return for the equivalent to 15% £30.00 worth of products per voucher. I have personally used this service several times, for me I like to think that my unwanted clothing is being put to good use and I get a little something back in return. By exchanging the bags of clothing for money off vouchers, H&M are also ensuring that the donation results in customers spending more money in store creating a fashion eco circle. Customers buy clothing, donate that clothing once they have used them and then receiving vouchers to buy more clothing, and the cycle continues. By giving vouchers instead of a cash reward it ensures that it is put back into the brand. We need to think about how Traid could possibly use a similar technique to create a cycle of their own.



AMY LAURA BURT