H&M brand profile in the UK 2023

How high is the brand awareness of H&M in the UK?
When it comes to fashion store customers, brand awareness of H&M is at 93 percent in the UK. The survey was conducted using the concept of aided brand recognition, showing respondents both the brand's logo and the written brand name.

How popular is H&M in the UK?
In total, 41 percent of UK fashion store customers say they like H&M. However, in actuality, among the 93 percent of UK respondents who know H&M, 44 percent of people like the brand.

What is the usage share of H&M in the UK?
All in all, 33 percent of fashion store customers in the UK use H&M. That means, of the 93 percent who know the brand, 35 percent use them.

How loyal are the customers of H&M?
Around 29 percent of fashion store customers in the UK say they are likely to use H&M again. Set in relation to the 33 percent usage share of the brand, this means that 88 percent of their customers show loyalty to the brand.

What's the buzz around H&M in the UK?
In October 2023, about 25 percent of UK fashion store customers had heard about H&M in the media, on social media, or in advertising over the past three months. Of the 93 percent who know the brand, that's 27 percent, meaning at the time of the survey there's little buzz around H&M in the UK.

If you want to compare brands, do deep-dives by survey items of your choice, filter by total online population or users of a certain brand, or drill down on your very own hand-tailored target groups, our Consumer Insights Brand KPI survey has you covered.