The heart of the campaign was a huge clothes recycle machine in the middle of the mall. The more clothes you donated, the more discount you got in the mall. All clothes went to people who needed them via a partnership with two of the best-known charity organisations in Sweden. The campaign created a win-win-win situation: it helped people contribute to a more sustainable society, collected essential clothes for people in need and also generated sales in Farsta Centrum. We also sent out direct advertising to 5,000 households with a cloth bag in which they could place their old clothes.

The sales target (+2%) was exceeded by far as sales increased by 11% compared with the figures for 2011, equivalent to 550% of the target set. The collection target of 5 tonnes of clothes was exceeded by 140% and we were able to donate as much as 12 tonnes of clothes to the organisations involved. Our direct advertising also proved to be very effective, with a response rate as high as 58%. Almost 6 out of 10 bags sent out came back to Farsta Centrum and The Fashion Recycle – full of clothes.