John Karsberg, Head of Tests and Insights, gave a brief background to the task describing how H&M’s online channels carries a lot of information around sustainability and transparency. Despite this, many customers miss out on this info. Followingly, students teamed up in smaller groups and discussed ideas on how to make customers more aware of H&M’s sustainability story.

Solutions mainly centered around making the information more visible by displaying facts on sustainable work by default on the product page. Further, making this information easy to process for customers. Some solutions included short videoclips and stating quantitate measures clearly but with along with a comparable measure.

Sofia Wendt, Key Account Manager, H&M’s Retail Club