M&S launches recycling initiative fronted by Joanna Lumley
Marks & Spencer is launching a fashion initiative in partnership with Oxfam, fronted by Joanna Lumley, which is designed to encourage customers to recycle unwanted clothing.
Joanna Lumley: fronts drive to get M&S customers to recycle unwanted clothing.
The M&S Shwopping campaign forms part of the retailer's Plan A responsible business strategy.
M&S believes the campaign can help change customer buying habits and protect the environment.
Lumley will front a marketing campaign, including TV ads, along with serving as the retailer's global ethical and eco ambassador.
The Shwopping initiative is being launched today (26 April), in East London, with a stunt in which the historic Truman Brewery building is being completely covered in clothes to highlight the amount thrown into UK landfill every five minutes of every day.
There are approximately one billion garments thrown away every year in the UK.
M&S is now asking its customers to exchange any old or unwanted items of clothing – of any brand – when they buy a new garment, so it can be reused, recycled or resold to Oxfam.
The retail chain's ambition is to create a "buy-and-give-back" culture, where old clothes are seen as a valuable commodity, rather than throwaway items.
Follow John Reynolds on Twitter @johnreynolds10
This article was first published on marketingmagazine.co.uk
Latest jobs Jobs web feed
- PR Account Manager fishtank 24k to 33k per year GBP, Surrey
- Brand Manager Radisson Blu Edwardian, London Competitive , South Kensington, London
- Junior Account Manager fishtank 22k to 28k per year GBP, Buckinghamshire
- senior planner > SPORTS BRANDS collectivo Up to £90,000 plus benefits, London
- Head of Media, Marketing & Communications PGA Competitive, Sutton Coldfield, West Midlands
- Graphic/Web Designer fishtank 27k to 35k per year GBP, United Kingdom
Integrated digital marketing offers huge opportunities to engage, servic...
Mobile marketing is coming of age, and the pace of change is now exponen...
With UK consumers spending an average of £1,083 a year online, int...
Conversational Mobile Marketing: Engage Customers and Empower Advocates (Expert Reports) External website
The pressure is on for marketers and mobile operators to embrace a strat...
As a nation, the UK is media and technology obsessed with over half of t...
All customers have the potential to become your brand advocates, driving...