H&M is set to install “smart” recycling bins across its stores in a bid to encourage more shoppers to use its Garment Collecting initiative and donate their old clothes.
The fast fashion retailer has installed two automated smart bins at its flagship store in New York City, featuring an integrated scale and digital screen.
As shoppers place their bag into the bin, their donation will be weighed, and a real time tally of the donation will be presented on-screen alongside a QR code.
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This code can then be scanned by shoppers to receive a 15 per cent discount to spend with H&M in-store or online, as well as guiding shoppers to information about its other sustainability initiatives.
H&M launched its Garment Collecting programme in 2013 across its global estate, asking its customers to donate “unwanted clothes by any brand, in any condition, at any of our stores, every single day of the year”, offering a £5 voucher towards their next purchase over £25.
All donated clothes are either recycled, reworn or reused and for every 50lb of donated clothing H&M will plant a tree via its partner One Tree Planted.
Its new smart bins are set to be rolled out to eight more stores across the US by the end of this year, with a view to expanding the initiative internationally by 2021.
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