• by Sarah Mahoney  @mahoney_sarah, July 30, 2024

Target is trying a new twist on an old goal, hoping its first-ever denim trade-in campaign will be good for both the environment and consumer perceptions about its sustainability credentials. The Minneapolis-based retailer is introducing the one-week program next month, offering back-to-school shoppers a new way to save and reduce their fashion footprint. People can drop up to five used denim items from any brand in any condition into marked boxes. In return, they’ll get a 20%-off promotion code, which they can redeem for a discount on their entire denim purchase.

"With back-to-school and college shopping top of mind for families, we're offering this 20% off Target Circle deal to make it even more affordable for our guests to refresh their denim wardrobes while also doing our part to reduce waste and keep used denim out of landfills," says Gena Fox, Target's senior vice president of merchandising for apparel and accessories, in the announcement

The retailer is also linking the effort to its recently revamped loyalty programs. Consumers who participate in the Denim Take Back Event and have the Target Circle Card can also save an extra 5% off their denim purchase, in addition to their 20% off Target Circle offer.

Target says the event builds on the success of the Car Seat Trade-in Program, launched in 2016, which recycled 2.6 million car seats.

Sustainability concerns are an increasingly important driver of Gen Z shopping habits. Large companies, including Target, Walmart, H&M, and Zara, have struggled to find credible ways to reduce their fast-fashion impact on the world’s landfill crises.

Levi’s, which sells a denim line exclusively made for Target, has been a leader in sustainability efforts, including Levi’s SecondHand and Trade-In Your Levi’s programs.

Piper Sandler, which tracks spending trends and preferences among American teens, reports that 46% of upper-income teens have purchased clothes secondhand, either through a marketplace like Poshmark or ThredUp or in a thrift store. And 55% have sold clothing.