Marks & Spencer encourages customers to "Shwop" as 65% plan wardrobe clear-out

Marks & Spencer is encouraging customers to take advantage of its "Shwopping" clothes donation scheme after a survey carried out by the retailer revealed that 65% of its customers are planning a wardrobe clear-out in January.

The scheme, which has been running for 13 years, was given a refresh in September offering rewards for clothes dropped off in store. To claim the reward, customers need to sign up to M&S’s loyalty scheme, Sparks, and scan the QR code on the box when they drop off their clothes at any of M&S’s Clothing stores; "the treat" will then appear in their Sparks hub.

Shwopped clothes are either recycled or donated to Oxfam for resale with 35 million items having been donated since 2008 raising £23 million for the charity.

When M&S customers were asked what they intended to do with clothes from their wardrobe clear-outs, around 25% said they intended to donate them to charity with one in five intending to pass them on to friends and family. However a further one in five said they were intending to put the items in the bin and M&S is hoping people will consider using their scheme to reduce the amount of clothes sent to landfill.

Items from any brand or retailer can be donated to the Shwopping scheme, including good quality, clean shoes, handbags, jewellery, belts, hats, scarves, and bras. A social media campaign is planned to run throughout January to encourage customers to take part.

Carmel McQuaid, Head of Sustainable Business for M&S, said: “We know our customers are busy and we’re passionate about helping them live lower carbon lives by offering simple solutions that make it easy. Reselling, reusing, and recycling clothing is a simple way that we can all make a difference and our long-standing shwopping scheme with Oxfam is a brilliant programme that rewards customers for doing their bit.”

Lorna Fallon, Retail Director for Oxfam, added: “If you’re thinking about having a clear-out after Christmas, drop clothes off in the Shwop bins in M&S. Not only is it better for the environment, but Oxfam can sell good quality, clean donations to raise vital funds for our work around the world.”

The revamp of the Shwopping scheme was part of an overhaul of M&S's "Plan A" sustainability strategy, which aims to drive carbon reduction at pace both within the retailer itself and through helping customers to "enjoy lower carbon lives".

As part of the strategy M&S has entered in to the clothing rental business for the first time in partnership with fashion rental platform Hirestreet. M&S is using Hirestreet's Zoa platform to offer a range of current collection clothing, including dresses from its M&S X Ghost collection, for rent. M&S supports Hirestreet through its Founders Factory joint venture which supports emerging businesses and provides the retailer with valuable insight into industry change and trends.