LPP summarizes its educational campaign “Dbaj o ubranie. Czytaj. Sprawdzaj. Pielęgnuj”
Launched last year, LPP’s “Dbaj o ubranie. Czytaj. Sprawdzaj. Pielęgnuj” [“Look after your clothes”] campaign is the Polish clothing manufacturer’s response to the need to promote a more responsible approach to textile use. After over six months, the company is summing up the effects of the first educational project in its history, which has become part of a broader communication action and an expression of the industry leader’s responsibility to raise the environmental awareness of consumers and make then more sensitive to the need to extend the life of clothes and therefore reduce their carbon footprint.
For several years now, LPP has been consistently implementing the tenets of its For People For Our Planet Sustainability Strategy, which is the company’s response to current climate challenges. As a company aware of its role in creating more environmentally friendly fashion and extending the life of clothes, LPP acknowledges that the responsibility of a producer does not end with the manufacture and sale of products. Initiated last year, the project aimed to increase consumer awareness and knowledge about proper care of clothing and how impacts the environment.
– We feel just as responsible for increasing the share of more environmentally friendly products in our brands’ offer as for promoting a conscious approach to clothing care among our customers. A survey we conducted last year only proved how much there is to do in this regard. The results showed how many of us still don’t know that by caring for clothes the right way, we can not only extend their life, save money, but also reduce our carbon footprint. Therefore, we decided to initiate the “Look after your clothes” campaign. First and foremost, we wanted to reach as many people as possible and get them involved in our project – explains Dorota Jankowska-Tomków, procurement and ESG director, LPP.
The goal was also to provoke a discussion on the impact each of us exerts on the environment, and, in particular, consumer habits on reducing emissions, saving water and energy conservation. Thanks to tools prepared as part of the campaign such as a website with tips (www.dbajoubranie.pl), an emissions calculator and a chatbot, the programme helped consumers understand how everyday activities not only affect the condition of clothes, but also have a direct impact on the environment. Through the involvement of experts and influencers, as well as through the use of multiple communication channels and non-standard forms of media, the campaign had a wide reach.
– The consumer interest evoked by the various activations implemented as part of the campaign shows that the topic of clothing care still remains an undiscovered treasure trove of knowledge for our customers. The chatbot created for the purposes of this campaign provided more than 22,500 responses with advice on how to read symbols from labels and care for clothes depending on the material they are made from. In turn, thanks to the emissions calculator, which is probably the world’s first tool to measure the impact of the clothing care process on the environment, over 1,500 people calculated their carbon footprint and learned how to reduce it – explains Ewa Janczukowicz-Cichosz, sustainability expert, LPP.
The campaign also did not overlook the tools that are most popular among young consumers of the apparel industry. Through collaboration with influencers, the “Look after your clothes” campaign generated nearly 10,000,000 views on TikTok, while nearly 1,500 people participated in the challenge on this platform. Through Instagram collaboration with influencers, the campaign also reached more than 580,000 viewers, giving them a space to share insights. In turn, more than 70 publications appeared in the media, generating a reach of over 52,000,000.
– We are pleased that we were able to reach such a wide audience with the campaign. We believe that many of the viewers – thanks to our tools and advice – have changed their habits and started to care for clothes more consciously, or are at least considering such a step. This motivates further dialogue, because together we can do more – concludes Dorota Jankowska-Tomków.
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LPP is a Polish family business and one of the fastest growing clothing companies in the region of Central and Eastern Europe. For 30 years, it has been successfully operating in Poland and abroad, offering its collections in such prestigious capitals as London, Helsinki or Tel Aviv. LPP manages five fashion brands: Reserved, Cropp, House, Mohito, and Sinsay, whose offer is available today in stationary and online stores in nearly 40 markets worldwide. The company has a chain of over 1800 stores with the total area of 1.5 million m2 and distributes clothing and accessories to three continents every year. LPP also plays an important role as it employs over 24 thousand people in its offices and sales structures in Poland, Europe, Asia, and Africa. The company is listed on the Warsaw Stock Exchange in the WIG20 index and belongs to the prestigious MSCI Poland index.