H&M made a bold move by deleting its entire Instagram feed to announce its autumn-winter collection, signaling a fresh start. Collaborating with pop star Charli XCX helped the brand connect with contemporary cultural trends. Concurrently, a significant digital relaunch aimed to enhance customer experiences beyond transactions, focusing on storytelling. Jenn Volk, head of digital, articulated a vision for using digital spaces to engage and inspire customers, emphasizing the importance of details in branding and encouraging overall shopping experiences.
"Digital is always going to be a conversion-driving channel for us, no doubt about that, but what we really wanted to lean into was how do we use the digital channel to inspire our customers to brand story tell as much as possible, and bring the fun that we feel at the brand to life in the digital experience."
"It's the small details, whether it's the look and feel, the font, the imagery. We’ve invested a ton in ensuring that our styling and our imagery really inspires the customer, shows them who we are, shows them our fashion perspective and then also encourages them to shop more."
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