Electrolux X Sellpy

Shipped Fresh

Background

Swedish consumers are very aware of the looming environmental disaster and want to act and shop responsibly. As a result, second-hand shopping is on the rise, though some find it unhygienic. They talk the talk but don't always walk the walk when it comes to shopping second-hand clothes.

Execution

Together with online fashion reseller Sellpy, we set up the world's first online washing service for second-hand clothing. Each item in the collaboration, sold via Sellpy.com, was washed in an Electrolux PerfectCare washing machine using 30% less water than your regular washer, before being Shipped Fresh. Each order contained updated washing instructions and key take-aways from Electrolux report The Truth About Laundry.

By integrating the washer in the customer journey at Sellpy.com, we solved a hurdle for the consumer to try out second-hand shopping. And we delivered a premium service for avid vintage lovers. Each great smelling, freshly shipped garment, turned into a demo of the machine's capabilities. Making Electrolux an enabler for everyday sustainability and garment care. And giving Sellpy a chance to try out a new product service for all their customers.

The goal

The goal was to inspire everyone to look fab in fresh old clothes and take better care of their garments. Making our clothing last twice as long and halve its environmental impact by 2030. 

Result

With our e-commerce innovation, we sold out all garments by lowering the barriers for all newbies to second-hand. And by enhancing the shopping experience for more seasoned fashionistas, making Electrolux garment care a crucial part of the sustainable fashion eco-system, and continuing the fight for sustainable fashion by prolonging the life of their bought garments.

Now that's how you dress for success!

Each sold garment was Shipped Fresh in a custom-made delivery bag, highlighting the partnership between Electrolux and Sellpy and sustainable shopping. The message below was printed on the back of every bag.