Category
Lifestyle
Assisted Choices
Trend cluster
Category
Branded
Upcycling
Brands reward consumers for taking part in clothing swap initiatives.
3.6
Trend score
Trend
What is the Branded Upcycling trend?
Branded Upcycling: In a progression that provides stark contrast to the short design cycle of fast fashion retail, many brands are putting forth initiatives that invite customers to donate their unwanted clothing for the betterment of the community. By providing incentives for customers to contribute to such campaigns, brands can encourage a lifestyle of conscious consumption. This mainstream shift toward branded upcycling efforts speak to the evolving consumer expectation of retail brands to reflect sustainability-focused values.
Trend themes
Themes within the Branded Upcycling trend
Three behaviours holding the trend together01
Branded Upcycling
Retail brands are putting forth initiatives that invite customers to donate their unwanted clothing for the betterment of the community; By providing incentives for customers, brands can encourage a lifestyle of conscious consumption.
02
Recycled Clothing Initiatives
Brands are heavily investing in recycling initiatives, encouraging applicants to send in ideas on concepts for recycled clothing that makes use of recycled clothing and creating new job opportunities.
03
Holiday Clothing Donation Campaigns
Brands are teaming up with non-profits to encourage consumers to donate used clothes and shoes during the holiday season, to shift consumer behavior and encourage people to give to those who are truly in need.
Industry implications
What the Branded Upcycling trend means for industry
Where the trend changes the playbookFor
Fast Fashion Industry
Fast fashion brands can adapt to sustainable practices and invest in recycled clothing initiatives, in order to meet evolving consumer expectations for retail brands to reflect sustainability-focused values.
For
Non-Profit Industry
Non-profits can partner with retail brands to develop branded upcycling or recycled clothing programs that promote conscious consumption and provide incentives for consumers.
For
Textile Recycling Industry
The textile recycling industry has an opportunity to work with retail brands and non-profits to facilitate the collection and sorting of donated clothing that is in need of recycling or repurposing.
Workshop question
How can you get consumers involved in your CSR strategy?
Trend signals
Trend signals for Branded Upcycling
Trend score 3.6 out of 10, from popularity 58%, activity 40%, freshness 8%.
Popularity58%
Activity40%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
South America
Evidence
Examples of the Branded Upcycling trend
5 featured examples from Nov 27, 2014 to Nov 23, 2015CategoryFashion
Recycled Clothing Initiatives
H&M's New Global Change Award is in Honor Reclaimed Fashion Actions
The Global Change Award program by H&M presents disruptive innovation opportunities for the fashion retail industry by encouraging ideas for recycled clothing initiatives.
CategoryEco
Rewarding Recycled Clothing Projects
Target Will Swap Store Credit for Donated Clothes
Retail industry players can leverage new trends towards eco-friendly fashion, sustainability, and second-hand clothes by implementing circular economy models such as clothing recy…
CategorySocial Good
Worn Clothing Swaps
Patagonia is Giving Away Free Used Clothes on Black Friday So People Buy Less
Fashion retailers could implement their own clothing swap events to reduce waste and promote sustainability.
CategoryEco
Recycled Clothing Campaigns
H&M's 'Comeback Clothes' Cleans Up Closets and Landfills
Fashion retailers lead the way in recycling and reuse of clothes through innovative campaigns and sustainable practices.
CategoryMarketing
Holiday Clothing Donation Campaigns
This Brand is Helping Consumers Donate Used Clothes and Shoes
Disruptive innovation opportunity: Implement blockchain technology to provide full transparency and traceability in the fashion supply chain, ensuring ethical and sustainable prac…
