👗 Launching 'Pre-Loved' in Antwerp and Paris
H&M is diving into the second-hand market with the launch of its 'Pre-Loved' concept in Belgium and France. Starting on September 12, shoppers can browse second-hand items at Antwerp's Meir flagship and two Parisian stores. The collection will include pieces from H&M and other brands, with new items added weekly. This initiative is part of a response to the rising demand for sustainable and circular fashion. Belgium’s circular fashion market is already valued at $450M, reflecting a broader consumer shift towards more eco-friendly choices.
🛍️ Pop-up Shop and immersive experiences
To make a bold statement in Paris, H&M is launching a pop-up shop in Le Marais and an immersive installation at the La Fayette store. The brand plans to offer a vibrant, futuristic shopping experience with striking red décor, music, and special events. Influencers like Charli XCX and Jamie xx are expected to boost the hype. This creative move is part of H&M’s strategy to re-energize its brand image amid growing competition, particularly from rivals like Inditex, owner of Zara.
🔨 Revamping 18 stores in three countries
In parallel with launching ‘Pre-Loved’, H&M is revamping 18 stores across Belgium, France, and Luxembourg by the end of this year. The aim is to create a cleaner, more elegant look with streamlined shopping routes and updated outfit suggestions. Modern technologies, including self-scan checkouts, RFID tags, and Click & Collect services, will be introduced to improve efficiency and the customer experience.
💻 H&M's website redesign
To complement its physical store upgrades, H&M is revamping its online platform. The updated website will feature smoother navigation and advanced search options. A new section called ‘The Studio’ will guide customers through discovering their personal style, while also showcasing fashion inspiration. H&M is clearly focused on making shopping easier, whether online or in-store, as it looks to regain momentum in a competitive market.
Will H&M's second-hand strategy attract more customers?
