H&M’s homeware brand has launched an experimental voice assistant application, developed with Google, in the UK this week. Called H&M Home Stylist, the development was first presented at Stockholm Fashion Tech Talks.
H&M is upbeat despite a tough six months, saying it's on the right path, is improving the product mix, seeing good results from new launches and scaling up tech developments that offer future profit potential.
The Swedish company has reported 3.4 billion euros worth of apparel stocks, a volume which has risen 7% in the last year. As a number of media outlets highlight the problem, H&M continues to announce markdowns.
Q4 was a challenging time for H&M as its core chain resorted to major markdowns. But the firm is upbeat, seeing plenty of growth potential through new brands, new markets and both the store and digital channels.