D2C Vs Marketplaces: How H&M Wins In eCommerce

In today’s rapidly digitalising economy, the D2C channel is a critical touchpoint for brands to inspire and connect with their customers. H&M is a global fashion giant that leverages on brand storytelling to attract and deliver a personalised experience for their next-generation consumers. Its success lies within creating an entire lifestyle that resonates with its target audience, grooming them to be future evangelists and loyalists in engaging with the brand.

Stories are meant to invoke emotions and move people, so when they are seamlessly infused into those collections launched by H&M, they revolutionise strategic marketing and reimagine cultural trends that enhance affinity and integrity with their customer base. This supercharges their reach and solidifies bonds with loyal shoppers. That’s the winning strategy behind its long-standing triumph in driving their customers’ desire to seek for the latest fashion at accessible prices.

Amishaa Arora, Head of eCommerce for East Asia, shares her insights with us on how incorporating stories can ignite emotional connections with your customers, leveraging on the online realm for maximum impact, without losing your brand voice.

She dives into,

• Expansion into a whole new customer base by leveraging the massive audience of online marketplaces, ensuring consistency of brand identity across all sales channels!
• Forming strategic alliances with the right partners to extend their reach, amplifying their brand awareness and message.
• Creating a holistic ecosystem that draws abundance of data on customer background from various sources such as marketplaces, digital channels, and brick-and-mortar stores!
• Loyalty benefits can be given based on their life cycle stage – further incentivises them to invest in the brand and boosting customer lifetime value in the long run!
• Ensuring consistency in brand messaging across multiple platforms, enrich their user communities with compelling content that can sustain growth in this high-stakes market!