From fast to smart fashion
Beginning in 2027, retailers with over 1,000 employees operating in the EU must take full responsibility for the environmental impact across their entire supply chain. While this regulation marks a major shift, it also presents an opportunity: to transform sustainability into a growth driver for in-store engagement and customer loyalty.
Smart retailers are already using sustainability as a launchpad for innovation, not just in operations, but also in how they engage with shoppers through personalized outreach, targeted communications, and clienteling tools that elevate the in-store experience.
H&M: Let’s Close the Loop program
With over 4000 stores worldwide and half of them in the EU, it’s only natural that H&M would be one of the prominent figures of the ecological transition in the apparel industry. As the new regulations come into effect, it reminds us that the chain doesn’t stop when a customer leaves the store, but rather closes in a virtuous loop. Shoppers are invited to bring back their old clothes and hand it to a sales associate in exchange for a voucher on their next purchase.
Why this is a great strategy:
The “Let’s close the loop” initiative is an effective way to drive foot traffic to stores while encouraging shoppers to discover new collections. It helps build a new habit among loyal customers, supporting compliance with upcoming regulations.
Coach: Re-loved program
Who said that luxury could not rhyme with ecological consciousness? Coach has developed a whole community and product lines around their upcycling initiative. Customers can exchange their old bags and purses in exchange for credit on their next purchase. Coach’s designers then upcycle the used bags and purses into unique collector pieces that are re-sold online and in-store.
Why this is a great strategy
Coach has successfully established a new virtuous cycle, driving increased in-store foot traffic while significantly expanding the volume of collector pieces, all without the complexity of a full-scale production chain. This streamlined model positions them with a strong strategic advantage amid rising tariffs.
By embedding this strategy within an online community, they’re also deepening customer relationships and gaining unprecedented insights into their luxury clientele, who increasingly value personalized products and experiences. This approach is also driving meaningful growth in website traffic.
Salesfloor tip to get customers participating in your green initiative:
Sending targeted emails with special offers to customers who’ve purchased recyclable items is a powerful way to boost engagement. Whether the reward is points, free samples, or discounts, it reinforces the brand’s commitment to sustainability while giving customers a compelling reason to return.
How we do it at Salesfloor:
Our platform creates customer profiles when a shopper engages with any channel of communication (chat, text message, appointments), making it easy for retailers to access their buying history. From the same platform, retailers can send personalized reminders by email or SMS to their client base that has bought the products that are part of their green initiative or other special offers.
In conclusion
As sustainability becomes a regulatory necessity in the EU, it’s also proving to be a powerful lever for innovation and customer engagement. Brands like H&M and Coach are showing that green initiatives can do more than just meet compliance: they can elevate in-store experiences, strengthen loyalty, and drive business growth. By turning environmental responsibility into a customer-facing advantage, retailers have the opportunity to redefine what value looks like in the next era of retail. With the right tools, like those offered by Salesfloor, brands can not only meet these new standards but thrive because of them.
If you are interested to see how Salesfloor can help you get a competitive edge in your clienteling and virtual shopping operations, don’t hesitate request a demo with one of our specialists.
