It has literally never been easier to donate unwanted clothes and accessories to charity. As well as the parade of charity shops on our local high street, there are donation banks at the supermarket, car parks and workplaces and well-known names are starting to take donations into their stores too.
This year’s ‘Give Up Clothes for Good’ campaign for example ran from 1st-30th April 2012 and asked people to drop off their unwanted quality clothing, accessories and homeware at their local TK Maxx store. All the stock was then sold in Cancer Research UK shops, raising an incredible total of £3.1 million for research into children’s cancers. Since 2004 the TKMaxx/Cancer Research partnership has raised over £13 million.
H&M did something similar stateside, but the story to gain most recent press attention is that of shwopping at M&S. M&S have put a huge amount of resources into a TV and print campaign with Joanna Lumley to advertise their shwopping scheme which is described on a press release as follows:
“All M&S clothing stores will now accept unwanted clothing of any brand, all year round. It’s a new, free service for customers 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 and the money raised will go to help people living in poverty. Not a single item will go to landfill and the ultimate aim for M&S is to recycle as many clothes as it sells – 350 million a year.”
I have no doubt that this is great PR for Oxfam, and for M&S for that matter, but I see publicity as the main outcome of this scheme. Who is going to traipse around town with a bag of unwanted clothing to drop off at M&S (which is big and busy and will probably require queuing) when the nearest charity shop is at the end of the street? And will M&S employees have a clue what to do with the items when they receive them? Perhaps TKMaxx is a good example that they will and I am being far too sceptical.
Any encouragement to develop a more robust second-hand culture where it is the norm to donate and reuse rather than throw away is clearly beneficial.
So how do customers shwop?
In stores, M&S customers will be invited to leave their old or unwanted clothes in specially designed ‘Shwop Drops’ (cardboard recycling boxes). There will be over 1,200 Shwop Drops across the UK (at least two per store) alongside till points. If customers would like to register their shwop they can follow the instructions on the box to text and enter into a monthly prize draw.