H&M launched the Close the Loop campaign to encourage customers to donate unwanted clothing items. As the first major fashion company to do so, H&M collects donated items through their 3,500 stores to be reused or recycled. The campaign aims to support sustainability and unique personal styles. It has been successful with over 18,000 tons of clothing collected since 2013 allowing H&M to use recycled cotton in new items. The campaign has received positive media coverage and moves H&M closer to its sustainability goals.

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.