H&M brand profile in Germany 2023

How high is the brand awareness of H&M in Germany?
When it comes to fashion online shop users, brand awareness of H&M is at 92 percent in Germany. 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 Germany?
In total, 48 percent of German fashion online shop users say they like H&M. However, in actuality, among the 92 percent of German respondents who know H&M, 52 percent of people like the brand.

What is the usage share of H&M in Germany?
All in all, 37 percent of fashion online shop users in Germany use H&M. That means, of the 92 percent who know the brand, 41 percent use them.

How loyal are the customers of H&M?
Around 31 percent of fashion online shop users in Germany say they are likely to use H&M again. Set in relation to the 37 percent usage share of the brand, this means that 84 percent of their customers show loyalty to the brand.

What's the buzz around H&M in Germany?
In September 2023, about 31 percent of German fashion online shop users had heard about H&M in the media, on social media, or in advertising over the past three months. Of the 92 percent who know the brand, that's 34 percent, meaning at the time of the survey there's some buzz around H&M in Germany.

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