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H&M’s audience doesn’t seem to love the brand any better for their sustainable stance – but why is that? Because it doesn’t seem authentic enough? Or because its consumers are currently happy to have something less sustainable? If you are into fast fashion, what do you value more – the fast or the sustainable? On the face of it, the brand has solid credentials compared to others in its sector, so what’s going wrong? Looking at the positives, H&M scores highly for speaking up and finding new ways to inspire consumers – both globally and in the UK – while scoring low for innovating and creating a sense of community, which may explain some of its challenges.

Historically the brand has been seen as a pioneer in the arena of partnerships and sustainability, but now these are mainstream ideas being championed by many others too. Add to this concerns around the wages paid to garment workers that continue to plague brands like H&M, and the depth of commitment may well be questioned.īut some brands did manage to buck the trend within fashion.Īnd while speaking up is very positive, there have also been a few missteps along the way – in 2019 the Norwegian Consumer Authority (CA) called out the clothing retailer for providing ‘insufficient’ information about the sustainable nature of its Conscious Collection.

While fast fashion, high street fashion and luxury fashion brands all struggled to find a top spot in the rankings, Uniqlo, Patagonia and Levi’s all made various market Top 30 lists.

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