LAUNCHED
2022
H&M
H&M Group implements Digital IDs across their Mens Essentials Collection to embed commerce into each item, scale new business models and incentivize sustainable consumer habits.
H&M Group is implementing Digital IDs across its products to unlock new intelligence, commerce and sustainability. Beginning with the Men’s Essentials collection, every item is embedded with a unique Digital ID that stores and records key product information. Customers can scan a QR code on their garment to learn more about their product, shop matching styles or repurchase. Customers can also return to the experience to access services to prolong the item's lifecycle including care, resale and recycling. The Group’s vision is to expand digitization across brands and products over the coming years.
“Through the Digital ID, our products become a continuous gateway to customers, creating a new channel for storytelling, aftercare, styling advice and sustainability information, along with services for recycling. By bringing more information to customers, we can build trust and encourage participation in circular models.”
Pascal Brun
Head of Sustainability, H&M
“Through the Digital ID, our products become a continuous gateway to customers, creating a new channel for storytelling, aftercare, styling advice and sustainability information, along with services for recycling. By bringing more information to customers, we can build trust and encourage participation in circular models.”
Pascal Brun
Head of Sustainability, H&M
“Through the Digital ID, our products become a continuous gateway to customers, creating a new channel for storytelling, aftercare, styling advice and sustainability information, along with services for recycling. By bringing more information to customers, we can build trust and encourage participation in circular models.”
Pascal Brun
Head of Sustainability, H&M
“Through the Digital ID, our products become a continuous gateway to customers, creating a new channel for storytelling, aftercare, styling advice and sustainability information, along with services for recycling. By bringing more information to customers, we can build trust and encourage participation in circular models.”
Pascal Brun
Head of Sustainability, H&M
Men's Essentials Collection
Scan to shop, style, repurchase and eventually resell or recycle
Every item in the collection features a QR code label that connects it to its unique Digital ID.
When scanned by mobile devices, the QR code directs customers to an inspirational and informational microsite.
Customers can learn more about their product, shop other styles in the collection or repurchase the garment.
When the time comes to part ways with their garment, customers can repurchase, resell or recycle directly through the experience.
