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

New EU rules for a fairer online economy apply from Jul 12

E-commerce | On 11th Jul 2020

New EU rules for a fairer online economy apply from Jul 12

The European Commission recently published a set of resources to help ...

Pic: Inditex

Retail | On 11th Jul 2020

Inditex to invest €2.7 billion for 2020-2022 plan

Inditex, a Spanish fashion retailer, has announced that to accelerate ...

Pic: Shutterstock

E-commerce | On 11th Jul 2020

ING Bank launches fashion marketplace in Romania

ING Bank, the fourth-largest bank by assets in Romania, launched its...

Interviews View All

Anvita Mehra, Confidential Couture

Anvita Mehra
Confidential Couture

‘It is going to take some time for Indian buyers to get accustomed to...

Textile Industry, Head honchos

Textile Industry
Head honchos

Consumer sentiment will be conservative after lockdown

Manfred Mentges, Sedo Treepoint GmbH

Manfred Mentges
Sedo Treepoint GmbH

We see a higher demand in colour management systems, as customers see big...

Mario Ploner,

Mario Ploner

<div>Italian company Tecnomeccanica Biellese specialises in planning and...

Sandip Bhojani, Manthan Patel,

Sandip Bhojani, Manthan Patel

Krypthm Tradelink LLP is a Surat-based manufacturer of westernwear....

N Nithyanandan,

N Nithyanandan

Incorporated in 1999, Purani Textiless Private Limited is one of the...

Mary-Cathryn Kolb, Brrr°

Mary-Cathryn Kolb

Atlanta-based private start-up Brrr° was founded in 2014 to develop...

Silke Brand-Kirsch, Schlegel und Partner

Silke Brand-Kirsch
Schlegel und Partner

Silke Brand-Kirsch, executive partner of Schlegel und Partner, a leading...

Kevin Nelson, TissueGen

Kevin Nelson

Kevin Nelson, Chief Scientific Officer, TissueGen discusses the growing...

Nisha Chanda, Whistling Woods International School of Fashion

Nisha Chanda
Whistling Woods International School of Fashion

<div>A lack of upgraded courses in costume designing and fashion as per...

Sidharth Sinha, Sidharth Sinha

Sidharth Sinha
Sidharth Sinha

<b>Sidharth Sinha</b> has contributed to the successful rebirth and...

Bani Batra,

Bani Batra

Bani Batra’s couture wedding collection is inspired by traditional Indian...

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 2020

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

Advanced Search