H&M brand profile in the UK 2024

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 92 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, 42 percent of UK fashion store customers say they like H&M. However, in actuality, among the 92 percent of UK respondents who know H&M, 46 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 92 percent who know the brand, 36 percent use them.

How loyal are the customers of H&M?
Around 26 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 79 percent of their customers show loyalty to the brand.

What's the buzz around H&M in the UK?
In June 2024, about 26 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.

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