H&M: From digital laggard to leader

H&M sign

H&M has had a meteoric rise from 18th to second in Retail Week’s Indicator after investing in digital to create a “modern and relevant” customer experience

Less than 18 months ago, H&M was in the digital doldrums. In early 2018, the retailer admitted it had made some strategic mistakes, revealing itself to be painfully slow in adapting to the digitisation of the fashion market.

Since then, H&M has embarked on a rapid investment programme that has not just brought its digital offer up to scratch but has made it market leading.

We speak to H&M UK and Ireland head of expansion Moritz Garlich and online manager Charlotta Emanuelsson to find out how it went from digital laggard to leader.

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