H&M Take care

A new survey delivered by Respons Analyse for H&M shows that simple repairs on your clothes – such as attaching a new button or fix the length on your pants – are a dying art. 88% of the age group 16 to 25 years want their clothes to last long, but only 29% says they they actually complete a simple repair. One out of four in the same age group also says that they have bought themselves a new pair of sneakers because their old ones were dirty. H&M wants to change this!

H&M launched a new service, “Take Care” in order to help Norwegians make their clothes last longer. The company wanted to make it easier for Norwegians to take care of their clothes – and the environment – by offering sewing kits, sneaker wipes and laundry bags which catches micro plastic. They also wanted to help out with reparations and simple redesign, together with Repairable.

The Execution
The launch of Take Care took place at a pop-up shop at H&M in Bogstadveien in Oslo. Take Care was a part of Tekstilaksjonen, an cooperation lead by H&M in the textile industry to put focus on the 5 R´s of the industry: Reduse, Repair, Reuse, Redesign and Remake.

JCP´s role was to execute the event and create marketing material to make people attend the opening.

Influencers and re-design enthusiasts Nina Sandbech, Vanessa Rudjord and Ingrid Bergtun were at the opening contributing with tips and advice. They also held their own workshop during the week.

Additionally, H&M in Bogstadveien functioned as a delivery point for Repairable’s services. The offer is available for 6 months as a trial and it will also be available at the flagship store in Karl Johans gate. The goal is to extend the collaboration if people make use of the service.

Norway is the third country H&M Take care is launched after Germany and France.

The result
H&M Take Care was a huge success with thousands of visitors. All the workshops were fully booked and the feedback has been incredible.