In Berlin, H&M tries a “Big Data” collection

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17 June 2019 à 09h44

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1 minute

Publication: 17 June 2019 à 09h44

Reading time: 1 minute

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Publication

17 June 2019 à 09h44

Reading time

1 minute

Publication: 17 June 2019 à 09h44

Reading time: 1 minute

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After poor results of 2018, with a turnover of €23.65 billion and a fall in new profit by 13%, the world’s second largest fashion retailer Hennes & Mauritz promised to “entirely transform its model” and to invest in e-commerce in an effort to win sales from 17 to 24-year olds.

Since May 16th, one of the signs of this strategic refocus has been visible in Berlin.

H&M is running pilots in 8 stores with a product collection designed from data collected on the Internet (via cookies). “The

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