H&M's sustainability campaign

1. Close The Loop Campaign
Name: Phung Nguyen Minh Hoang
Student number: 125567198
Subject: MKM 915
Section: Personal Branding #3
Professor name: Kadia Shriram
Date: March 6 2020

2. Table of Contents
Company Background Page 3
Campaign Page 5
Outcome Page 14

3. Company Background
• Hennes and Mauritz AB is a Swedish based fast-fashion retail company that is widely known for men,
women, teenagers and children clothing. H&M is currently operate in 62 countries with more than
4500 stores and employ around 312,000 people worldwide
• Most of H&M’s customers are young adult to adult who want to keep up with the current fashion
trend for the modest price
• The company’s sustainability are integrated into its culture and value ranging from ensuring human
rights to minimize production impact on planet

4. Table of Contents
Company Background Page 3
Campaign Page 5
Outcome Page 14

5. H&M’s Close The Loop Campaign
• H&M is the first fashion company that launches a global garment collection initiative
• As of today, customers can donate their unwanted fashion pieces in any of H&M’s 3500 stores
• The unwanted pieces are reused or recycled into new clothes
• The Close The Loop Campaign advertisement features a diverse representation of models who are different in size,
age, gender, sexualities, religion, races and so on
• The advertisement emphasize H&M’s support for individuals who possess a unique ”fashion style” and ends with a
message urging customer to recycle their unwanted clothes

6. Fashion industry’s impact on the environment
According to the United Nations Environmental Program:
• The clothing industry is responsible for about 10% of global greenhouse gas emission
• The industry consumes more energy than aviation and shipping combined
• Every second, one garbage truck full of textiles are either burned or sent to a landfill
Up to 85% of textiles go into landfill each
year
35% of microplastics which never
biodegrade are found in the ocean as a
result of laundering synthetic textiles
Microplastics are responsible for 31% of
plastic pollution in the ocean which is a
threat for sea creatures as they might
consume it

7. Table of Contents
Company Background Page 3
Campaign Page 5
Outcome Page 8

8. Campaign’s Outcome
• The campaign was a successful as customers are excited to donate their unused clothes as they receive a
15% discount coupon
• Since 2013, H&M has collected 18,000 tons of garment
• The company is able to use 20% of recycled cotton from collected garments in their offerings
• A new fashion category has been release called “Conscious – Sustainable Style”
• H&M’s campaign receives free media coverage and is one step closer in reaching the sustainable goal

9. References
• "Does Fast Fashion Have to Die for the Environment to Live?" Los AngelesTimes, 3 Nov. 2019,
www.latimes.com/business/story/2019-11-03/fast-fashion-sustainable.
• "H&M CA | Fashionable Clothing & Home Décor CA." H&M, www2.hm.com/en_ca/index.html.
• McFall-Johnsen, Morgan. "The Fashion Industry Emits More CarbonThan International Flights
and Maritime ShippingCombined. Here Are the BiggestWays It Impacts the Planet." Business
Insider, 21 Oct. 2019, www.businessinsider.com/fast-fashion-environmental-impact-pollution-
emissions-waste-water-2019-10#a-lot-of-this-clothing-ends-up-in-the-dump-the-equivalent-
of-one-garbage-truck-full-of-clothes-is-burned-or-dumped-in-a-landfill-every-second-5.