Marks & Spencer: M&S Shwopping - Changing the future of fashion

This case study explains how Marks and Spencer (M&S) invented 'shwopping' - a kind of clothes recycling - to communicate its sustainability credentials better.

Marks & Spencer: M&S Shwopping - Changing the future of fashion

Agency: Landor AssociatesClient: Marks & SpencerBrand: M&S ShwoppingCategory: Design for Society

Executive summary

With over 700 stores throughout the UK and Republic of Ireland and serving over 20 million customers every week, M&S is by far one of the largest high street retailers in the UK. However M&S recognised that it had a greater responsibility as a high street retail leader and set themselves the ambition of being the world's most sustainable retailer by 2015.

M&S had already topped all charts for...

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