H&M: Taking down the plastics by burning tropes and bringing truth

H&M, a fashion brand, created an ongoing live panel with Gen Z women in the UK to keep the conversation going about the standards for how young women should dress and strengthen its relationship with Gen Z.

Executive Summary

In 2022, H&M were facing an ever decreasing relevance issue amongst 16-25 year old women in the UK. Lagging behind the likes of Primark, Shein, ASOS and Zara, they needed a new approach to boost young women's preference for the brand.

High-street fashion is a crowded category and competitors were setting the standards for how young women should dress (and consume). Creating trend after trend to adhere to, our competitors showed up in the guise of "one of the girls" but they behaved more like the infamous trio from Mean Girls, The Plastics.As hard...

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