M&S and Oxfam launched the Clothes Exchange Campaign in 2008, which was rebranded as Shwopping in 2012, to make it easier for customers to give their unwanted clothes a second life.
As part of Plan A, M&S has committed to collect 3 million garments/year. Since the partnership began in 2008 over 34 million garments have been donated in M&S and Oxfam shops, worth an estimated £22 million for Oxfam.
Key findings
- Having good stories and case studies around recycling and being able to turn old clothes into new clothes is really important.
- Continuous communication is key to the longevity of the scheme.
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DownloadOxfam and M&S Shwopping case study
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