Shwopping is a practice that combines the words shopping and swapping to encourage consumers to return their used clothing or items to stores so they can be recycled or donated to charities. Some stores even offer vouchers in exchange for returned items. This concept originated in 2012, attributed to the Marks & Spencer chain. For this company, shwopping represents both a commitment and an eco-friendly marketing strategy, aiming to improve its image while increasing foot traffic to its stores. Furthermore, this initiative can encourage purchases by giving consumers a sense of relief, particularly in the fashion and accessories sector. The first major campaign to promote shwopping was: