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H&M tops UK consumers’ favourite fitting brands

Tom Bottomley
04 April 2022

Swedish fashion retailer H&M has been ranked by UK consumers as the number one brand for fit in 2022, followed by M&S, New Look, Next and Nike in the top five.

The new data comes from True Fit’s Fashion Genome – the world’s largest apparel and footwear dataset, which connects preferences and attributes from 89 million active members to data on over 17,000 brands across its global network.

Size and fit are now critical elements of driving brand discovery online, giving first-time shoppers the confidence to convert by building trust through accurate fit recommendations, to turn them into repeat and loyal customers.

Already a trend before the pandemic, direct-to-consumer sales have been further accelerated as brands look to capitalise on the rapidly growing and sustained digital demand among fashion shoppers.

True Fit’s analysis showed H&M to be Britain’s best fitting brand in 2022, having also topped the poll two years ago in the 2020 Favourite Fitting Brands report, demonstrating the role fit and sizing continues to play as an essential part of its customer engagement and loyalty strategy.

Also making the top 10 for 2022, were ASOS, Zara, Topshop, Boden and Adidas.

Sarah Curran Usher, MD for EMEA at True Fit, said: “Customers want to browse, buy and shop without fear when it comes to fit and size online. And this need has become elevated as shoppers have become more digitally-native and are now discovering new brands - or new categories from their known brands – online.

“This means they need the confidence to convert, backed up with a product they will keep, so building trust into the buying journey, delivered through high-fidelity fit recommendations that are powered by data insights, will become paramount.”

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