Digital Fashion 40: The retailers fashioning an online future

The Digital Fashion 40, a new benchmark produced by Retail Week and data analytics specialist The Smart Cube, analysed every aspect of UK fashion retailers’ online performance, including their digital capabilities, website traffic, customer experience and brand sentiment.

H&M has come out on top in the Digital Fashion 40, a new report ranking the retailers that are best equipped to thrive online in the wake of the coronavirus pandemic.

The Swedish fashion giant fended off stiff competition from pureplay competitor Asos and its global rival Zara to claim first place.

H&M’s prowess in a raft of areas including product availability, its loyalty scheme, fulfilment and returns, and the use of online content to drive customer engagement helped it come out on top of the inaugural study.

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