In 2018, H&M made a commitment to diversity and inclusion, and since then, the company has increased its efforts. Tess Holliday, a model and influencer in the size-inclusive industry, began working with H&M last year. Holliday was recently appointed H&M’s size and inclusivity consultant and added more items to its plus-size collection.
H&M Launching Merchandise for Plus Size
Donna Dozier Gordon, H&M’s head of inclusion and diversity for the Americas region, stated, “We have a curvy denim collection.” The retailer is introducing merchandise for plus-size customers. We launched earlier this year with a focus not only on size but also on ensuring that the denim has the right fit for a curvier customer, something we’ve been working on for a few years.
In August of 2022, H&M established a partnership in relation to the work that she is currently performing. Dozier Gordon stated, “I think our aspiration has really been to ensure that there are options for this customer in the regular assortment.” As a result, the company is pleased to offer sizes up to 2XL in stores and up to 4XL online.
People want to feel like they can shop in the store like any other customer, according to some of the customer insights research we are collecting along the way.
Dozier Gordon stated, “This is something that we’ll continue to reevaluate based on customer response and feedback.” As it has been a gradual rollout for us, we will continue to reevaluate and think about how we can continue to provide this customer with these options as long as they continue to show interest.
We want every one of our customers to have the impression that H&M is a brand that resonates with them and that they can see themselves reflected in the brand. We want them to enjoy shopping with us when they visit our stores. It is a component of our ongoing focus on providing the best possible customer experience.