Clothing Brand Enterprises: Old Clothes Convertible Coupons

< p > so-called "old does not go, new does not come".

Now we buy "a target=" _blank "href=" "http://www.91se91.com/" > clothing < /a >, only with a small bag of old a target= "_blank" href= "http://www.91se91.com/" > "/a >", you can exchange a brand discount coupon and buy a brand new positive price. Recently, the fast fashion brand launched the "old clothes recovery plan" in the global store, and customers can get a 15% off coupon for each bag of clothing.

Before that, sports brand PUMA also launched similar activities in stores in Beijing and Shanghai.

The brand has repeatedly launched the "old clothes recycling plan", with fans applauding, thinking that this solution has solved the problem of old clothes that has plagued for a long time, and has also received discounted benefits. But there are also views that the brand is actually another marketing tool under the name of environmental protection.

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< p > < strong > brand initiatives < /strong > < /p >

< p > < strong > old clothes recycling old clothes convertible coupons < /strong > /p >

< p > since August 8th, "H&M < a href=" http://www.91se91.com/news/index_c.asp > old clothes recycling < /a > plan has been launched in all H&M stores in China, attracting many fans' attention, and many fans have responded enthusiastically on micro-blog and WeChat.

Recently, the reporter came to the H&M store in Zhujiang New Town, Guangzhou, and saw that although the store had not put up the relevant poster on the "old clothes recycling plan" in the obvious location, it had already seen relevant leaflets at the cash register.

When asked about the clerk, the reporter also learned that after August 8th, customers in Guangzhou could only get a 15% off discount coupon by buying a bag of old clothes to the counter, so as to buy a H&M product.

In response, Magnus Olsson, general manager of H&M Greater China, Singapore and Malaysia, told our reporter that since February 2013, H&M has implemented the recycling of old clothes at the same time in the 49 markets of the world. China started its pilot operation in two stores in Shanghai at the beginning of March this year.

Magnus Olsson said that since the plan has been supported and affirmed by many consumers, it will be extended to all the stores in China from August 8th and now covers nearly 140 stores in 45 cities.

"H&M old clothes recycling plan only accepts old clothes at the moment, but it does not stipulate that H&M brand old clothes should be required. No matter what brand, type, trousers, a href=" http://www.91se91.com/news/ ", underwear, /a or socks, we can not limit the number of clothes and the old and new degree of a bag. We only hope that consumers will focus on participation.

At the same time, we will provide a 15% off coupon for the consumers who provide the old clothes, which can be used to purchase a positive price product.

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< p > in fact, some brands have launched similar activities in China.

Last year, the campaign brand PUMA launched the activities of using old clothes for cash coupons at Beijing Sanlitun store and Shanghai port store. At that time, consumers were required to send the old < a target= "_blank" href= "http://www.91se91.com/" > shoes "/a", old shoes or old accessories to the PUMA store for recycling, so that each item could get a cash coupon worth 50 yuan at the scene, which can be used to purchase any products outside the accessories in the PUMA store, and each product can be used with a coupon and the price is not limited, and the discount rate is greater.

In addition, UNIQLO launched a "start up the whole commodity recycling and recycling" campaign last year. Consumers only send their "UNIQLO" brand old clothes to the store, the brand will be processed and donated to charity organizations, but this activity is purely public welfare, and consumers can not get the brand discount deduction.

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< p > consumer feedback < /p >

< p > > kill two birds with one stone. Why not play /p?

< p > brand launched similar "old clothes recycling plan", do consumers buy it? According to the relevant data, this activity in Shanghai has made good feedback during the pilot period in Shanghai. According to the official website of H&M, as of April 10, 2013, only 1050 kilograms of clothing were raised in Shanghai, and the recycling bins in the shop would be filled up for a long time.

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< p > in Guangzhou, although the plan has just started, it has won many brand fans to practice in person.

Miss Wu, who works in home decoration design company, is a fan of fast fashion brands. Recently, she saw the news of micro-blog's old clothes recycling plan from H&M and was very concerned about it.

In those days, she found 3 old clothes from her wardrobe, took them to the store and handed them a 15% off coupon.

Miffy, who worked in the securities company, told reporters that although she was not a fan of H&M, she saw the brand doing such an activity. She also felt that the most painful thing to do was to clean up many old clothes in the wardrobe every year. In the past, she could only accumulate a certain amount of money and find a chance to donate it or throw it directly into the trash can. If the brand had such an old clothing recycling activity, it could make my old clothes more "make the best use of it"! Only one brand that only wanted to do such activities, only 15% off brands, department stores and shopping centers could do similar activities. "Just before I saw a new clothes that I didn't buy.

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< p > < strong > old clothes place < /strong > < /p >.

< p > < strong > by professional firms recycling < /strong > /p >

How to deal with the old clothes that are brand recycled? This is also a topic that many people care about after the brand launches the old clothes recycling plan. P

It is understood that, at present, H&M, PUMA and other "a href=" http://www.91se91.com "international brand" /a "recycling projects are working with a company called I:Collect, the company is the world's largest clothing recycling company, the company can re treat consumer products, so that these reprocessed products can be directly used for new purposes.

According to H&M, the clothing collected from stores will be pported to a number of recycling points located in the country and reclaimed by the I:Collect company to Switzerland. The company will classify and evaluate the clothes according to 400 different standards, and then classify the recyclables into new types such as re dressing, recycling, energy production, and so on. For example, the clothes that can be re worn will usually account for 40%~60% of recycled clothing. These clothes will be sold as second-hand clothing in the global market. "H&M"

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< p > however, like the old clothes recycling campaign launched last year by UNIQLO, it is a public welfare campaign initiated by the brand itself, and the brand decides how to handle these old clothes.

It is understood that the clothes that UNIQLO can wear in recycled old clothes will mainly be sent to the disaster area by charitable organizations. If they are not suitable for dressing, they will become suitable a target= "_blank" href= "http://www.91se91.com/" > cloth < /a > parts.

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< p > < strong > different voice < /strong > /p >

< p > < strong > new marketing method under environmental protection package < /strong > < /p >

< p > reporter learned that the brand launched the old clothing recycling activities in different forms, but the external reasons for launching such activities are out of environmental protection and public interest considerations.

There is also a view that even if the starting point is to contribute to environmental protection, in fact, it is a new marketing tool to promote sales.

Mr. Wang, who works in a clothing company, holds such view: "the clothing industry has not done well in recent two years, and the competition of fast fashion brands is also very intense. By launching such an activity, the brand actually encourages consumers to set up the concept of fast consumption, which is" old not to go, new not to come ". It speeds up the frequency of clothing elimination and promotes consumption. It seems that there is still a lot of profit margin from the appearance of the brand.

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< p > to this, H&M said that the profits earned by the brand from the old clothes recycling action will be donated to the environmental awareness foundation, which will be devoted to investing in some innovative projects such as < a target= "_blank" href= "http://www.91se91.com/" > textile > /a > recycling, and some social activities of H&M, for example, H&M will donate 2 cents to the United Nations Children's Fund in China every 1 kilograms of old clothes recycled.

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< p > Huang Huajun, President of the first commercial network and Assistant Secretary General of Guangdong circulation industry, believes that the idea of introducing the old clothes recycling plan is very good: "according to Chinese custom of handling old clothes, some people will donate or give away their old clothes, but some people will also discard them directly. Now there is a new channel to make old clothes into discount cards and kill two birds with one stone."

However, Huang Huajun also believes that the question is whether Chinese consumers will soon accept this way and whether they will be widely recognized. As H&M, PUMA and other brands launch the old clothes recycling plan, they will be criticized and even questioned at the beginning.

Huang Huajun said that any marketing means is crying out for himself. No matter what the brand thinks, the old clothes recycling activities are beyond reproach. But this way is not applicable to Guangzhou department stores and shopping centers. After all, the cost of manpower and material resources must be deducted, and the old clothes should also be properly handled.

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