PassOn-Line: Service for Easy Reuse

Purpose and goal:

The project aims to increase the amount of clothing that is reused by facilitating donations from consumers. We did this by developing a digital service that connects the private and non-profit sector and makes it easy for consumers to donate and pass on their clothes to second-hand. The aim of the study was to understand the needs of relevant actors (eg consumer behavior), explain the service´s value creation (business model), and develop an overall picture of key issues to work on and link key partners to the next step of the project.

Expected results and effects:

Validation of the business model shows that it creates value for all actors involved by easily engaging consumers in the recycling of clothing, offering a digital donation experience, extending the life cycle of clothing and increasing circularity in retail. The service is expected to provide environmental benefits in the form of reduced emissions in new production of textiles and at the same time provide social benefits through the activities of charities.

The project is also expected to strengthen retail innovation capacity as well as the non-profit sector´s digital capacity. Approach and implementation:

The project is based on a collaboration between E-retailers (Nelly NLY, RevolutionRace), Non-profit aid organizations (Erikshjälpen, Svenska Röda Korset, Myrorna), CLOSER, and Lunds University. Together with other actors (eg RISE, ProFlow), we have through workshops, seminars, focus groups, and interviews conducted: 1) Mapping the needs of key actors - a foundation for how the service can be designed, 2) Business modeling with "Business Model Canvas” - with value creation in focus, 3) Consortium building - partners to verify and demonstrate the service in the next step.