# Branded Upcycling Brands reward consumers for taking part in clothing swap initiatives. By [Rebecca Byers](https://www.trendhunter.com/becbyers), Insights Research at Trend Hunter | Published Dec 15, 2015 | Category: [Marketing](https://www.trendhunter.com/pro/category/marketing-strategy) Source: Trend Hunter, https://www.trendhunter.com/protrends/branded-upcycling ## Key Figures - Trend score: 3.6/10 - Evidence articles: 5 ## 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. ## At a Glance - Evidence: 5 featured examples - Articles from: Nov 27, 2014 to Nov 23, 2015 - Published: Dec 15, 2015 - Patterns: [Convergence](https://www.trendhunter.com/pattern/convergence), [Divergence](https://www.trendhunter.com/pattern/divergence) - Megatrends: [Co-creation](https://www.trendhunter.com/megatrend/co-creation), [Gamification](https://www.trendhunter.com/megatrend/gamification), [Catalyzation](https://www.trendhunter.com/megatrend/catalyzation) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, South America, Europe, Asia ## Themes within the Branded Upcycling trend ### 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. ### 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. ### 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. ## What the Branded Upcycling trend means for industry ### For 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 for Branded Upcycling Trend score 3.6 out of 10, from popularity 58%, activity 40%, freshness 8%. - Popularity: 58% - Activity: 40% - Freshness: 8% ## Examples of the Branded Upcycling trend 5 featured examples from Nov 27, 2014 to Nov 23, 2015. - [Recycled Clothing Initiatives](https://www.trendhunter.com/trends/clothing-initiative): H&M's New Global Change Award is in Honor Reclaimed Fashion Actions (Category: Fashion) Implication: The Global Change Award program by H&M presents disruptive innovation opportunities for the fashion retail industry by encouraging ideas for recycled clothing initiatives. - [Rewarding Recycled Clothing Projects](https://www.trendhunter.com/trends/donated-clothes): Target Will Swap Store Credit for Donated Clothes (Category: Eco) Implication: 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… - [Worn Clothing Swaps](https://www.trendhunter.com/trends/free-used-clothes): Patagonia is Giving Away Free Used Clothes on Black Friday So People Buy Less (Category: Social Good) Implication: Fashion retailers could implement their own clothing swap events to reduce waste and promote sustainability. - [Recycled Clothing Campaigns](https://www.trendhunter.com/trends/comeback-clothes): H&M's 'Comeback Clothes' Cleans Up Closets and Landfills (Category: Eco) Implication: Fashion retailers lead the way in recycling and reuse of clothes through innovative campaigns and sustainable practices. - [Holiday Clothing Donation Campaigns](https://www.trendhunter.com/trends/used-clothes-and-shoes): This Brand is Helping Consumers Donate Used Clothes and Shoes (Category: Marketing) Implication: Disruptive innovation opportunity: Implement blockchain technology to provide full transparency and traceability in the fashion supply chain, ensuring ethical and sustainable prac… ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Marketing - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Nostalgic Beauty Mascots](https://www.trendhunter.com/trends/bliss-girl-series) - [Athlete Beauty Ambassadorships](https://www.trendhunter.com/trends/athlete-beauty-ambassadorships) All articles: [Marketing](https://www.trendhunter.com/marketing)