Home / Knowledge / News / Apparel/Garments / H&M to accelerate transformation on digitalisation

H&M to accelerate transformation on digitalisation

Jan '19
Courtesy: H&M
Courtesy: H&M
H&M plans to accelerate its transformation with a view to take advantage of the opportunities created by the digitalisation of the fashion industry in 2019. The company intends to offer fashion fans an inspiring, relevant and convenient shopping experience closing the gap between online and offline. In 2018, it unveiled several digital features and services.

During 2018, H&M took several actions to improve the customer experience both in physical stores and online. During the year it introduced a number of different tests aiming to create modern and inspiring stores with improved services and assortments tailored to the local customer. It is experimenting with factors such as the interior and exterior, the product range and the overall look and feel of the stores.

“We are testing new updated interior concepts all aiming for a more personal and welcoming ambiance where a curated assortment helps create a more airy feel. For a smooth shopping experience, we are also introducing technical solutions making it easier for both staff and customers to navigate in our stores and find their fashion favourites. This work will continue in 2019 in line with our omni-channel strategy,” the company said.

It is running several different tests on different locations, with openings in Stockholm in November 2017 and August 2018, the Swedish city Uppsala as well as Madrid in November 2018 and London in December 2018. These stores include things such as selected external brands, the café concept It’s Pleat, a florist shop-in-shop, self-service checkouts, monogramming services and repairing services as well as an inspiring digital wall where customers share their H&M favourites under #HMxME

“These stores give us a chance to try out and explore new concepts and activities to make our stores more inspiring and offer customers a great experience. We are looking forward to continuously evaluate these tests where we are exploring the strength of a global brand in combination with a more personal touch and local relevance. We are also rolling out digital services and features to offer fashion fans inspiring and seamless shopping in line with our omni-channel strategy,” says Fredrik Olsson, managing director at H&M.

H&M has throughout the year introduced and expanded a range of digital services and features. A few examples include the expansion of `Click & Collect’ and the introduction of In-store mode, where customers in selected markets can now use the H&M App as a digital in-store shopping tool to discover what’s available in their favourite store and nearby ones. (SV)

Fibre2Fashion News Desk – India

Must ReadView All

Pic: Shutterstock

Textiles | On 24th Jul 2021

5.2 lakh Zimbabwean homes to gain from Pfumvudza cotton inputs scheme

At least 520,000 households in the marginalised zones of Zimbabwe...

Pic: Lanzatech

Textiles | On 24th Jul 2021

US' LanzaTech, Lululemon to make yarn from recycled carbon emissions

LanzaTech has joined hands with Lululemon athletica, an athletic...

Pic: HOdo Group

Apparel/Garments | On 24th Jul 2021

Chinese apparel firm HOdo exports carbon-offset clothing

Apparel brand HOdo has claimed producing and exporting China’s first...

Interviews View All

Textile Industry, Head honchos

Textile Industry
Head honchos

Good tidings expected for textile industry

India-EU Summit, Representatives

India-EU Summit

India-EU FTA will provide EU with better access to a huge & rapidly...

International apparel brands, Head honchos

International apparel brands
Head honchos

Launched first collection at onset of Covid

Shyam Gupta,

Shyam Gupta

Established by <b>Shyam Gupta</b> in 1978, Gargee Designer's (GD) offers...

C Maennich,

C Maennich

Trützschler, one of the world's leading textile machinery manufacturers,...

Nina Smith,

Nina Smith

GoodWeave International, a nonprofit working to end child, forced and...

Wolfgang Plasser, Lenzing AG

Wolfgang Plasser
Lenzing AG

The Lenzing Group is an international company headquartered in Austria...

Shaan Sethi, Jaanuu

Shaan Sethi

Jaanuu, a vertically integrated e-commerce company, has reimagined the...

Dave Rousse, INDA

Dave Rousse

INDA, the Association of the Nonwoven Fabrics Industry, serves hundreds of ...

Sailesh Singhania, Sailesh Singhania Label

Sailesh Singhania
Sailesh Singhania Label

The Sailesh Singhania label was created to promote handwoven sarees and...

Abhishek Bajaj & Samiksha Bajaj, Samshek

Abhishek Bajaj & Samiksha Bajaj

Samshek is a fashion forward tech brand which combines digital experience...

Archana Jaju, Label Archana Jaju

Archana Jaju
Label Archana Jaju

<b>Archana Jaju</b>’s Hyderabad-based eponymous label works with artisans...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


Letter To Editor

(Max. 8000 char.)

Search Companies


Leave your Comments

July 2021

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.

Advanced Search