We will use your personal data to generate and send ads and promotions, including style and shopping recommendations, notifications, information, surveys, and invitations through multiple communication channels.
Ads, promotions, and other direct marketing communication will be distributed according to your preferences through e-mail, text messages, as well as displayed in your mobile app, social media channels or web browser. Please take note that all communication channels might not be available in your market.
To optimize online customer experience, we provide you with personalized ads and promotions resulting from algorithmic analysis and predictions of your preferences, interests, and behavior.
To be more efficient in our marketing communication we collaborate with different social media, search engine and advertising network providers ("Advertising Partners").
Please read more about our Advertising Partners below.
How do we use your personal data?
We only use data obtained directly from you, when you created your account, shopping with us, subscribing to newsletters or engaging with us in any other way.
We will never retrieve, use, and store personal data from data brokers or other external sources nor having access to such data for pursuing a marketing purpose unless we explicitly say so.
H&M Group collaborates with advertising partners such as Facebook, Instagram, Snapchat, Pinterest and YouTube for advertising on social networks and with Google for online advertising networks such as Google Ads and Google Marketing Platform.
Read more about cookies and other tracing technologies in the Cookies' section of this Privacy Notice.
H&M Group collaborates with Advertising Partners, such as Facebook, Instagram, Snapchat, Pinterest and Google.
Our Advertising Partners enable us to identify and engage with the right target audience, to create and distribute personalized marketing content across platforms and services. To be able to choose the content that fits your interests, we can use information obtained from you when you signed-up for newsletter or created an account or made a purchase with us. We may share this information and a customer identifier, e.g., an encrypted email address or device id, with third parties such as Facebook and Google. The purpose is to show relevant ads to you on third party websites and apps. In order to do this, your data is matched with the database of the third party. If a match is found, you will receive promotional and relevant content in your feed or search engine. If no match is found your data is securely destroyed. We take our responsibility to protect the personal data of our customers very seriously and would like to reassure you that this personal data is handled in a secure manner using a technique called hashing. This ensures your data is scrambled in a manner that makes it unreadable to anyone other than the recipient for the explicit given purpose.
We may also link this data through the various devices you use, as well as process data about the ads for example, if you clicked on an ad and then made a purchase. The purpose is to measure the impact of the ad and to enable ad billing.
We also collaborate with Rakuten for affiliate (influencer) marketing and to drive traffic to our web sites.
Each Advertising Partner is responsible for their part of the processing as controllers, including (if any) transfers of personal data to non-EEA countries.
Who has access to your personal data?
We may share your personal data within the H&M Group whenever necessary to fulfil the intended processing purpose. For the same reason, personal data is also shared with suppliers carrying out certain tasks exclusively on our behalf, such as data analytics and marketing content creation. H&M Group is always fully responsible for its suppliers.
We may from time to time also share personal data with independent third parties, such as Advertising Partners, media agencies and electronic communication providers. Please be aware that many of these recipients have an independent right or obligation to process your personal data as controllers.
What is the legal ground to process your personal data?
We will obtain your consent before we send you newsletters through e-mail and text messages.
We will ask for your prior consent regarding marketing that is based on cookie data or other tracking technologies.
If you're an account holder or a subscriber you may hear from us in other channels, such as social media or through surveys. For this processing we rely on our legitimate interest as a business to promote our ads to you.
How long do we keep your data?
H&M Group will process your data no longer than necessary to provide you with ads, promotions, and other direct marketing messages.
We will cease processing your data for marketing purpose once you have closed your customer account, actively rejecting further marketing communication from us. Thereafter your data will be permanently erased.
How to exercise your rights
You have the right to exercise your rights against H&M Group to such personal data vested in our possession and control.
You have, at any time, the right to withdraw your consent for marketing purposes, or object to it if the processing is based on our legitimate interest.
Your consent withdrawal or objection to further marketing communication means cease of all future ads, promotions and other marketing messages originating from your requested brand of the H&M Group, including the underlying processing of personal data for this purpose.
If you, however, continue to receive marketing communication from us displayed in your social media feed or web browser, this is a matter entirely between you and your platform provider.
You can withdraw your consent or object from further marketing communication by the following means:
* following the instruction in each marketing post/email,
* by editing the settings of each of your H&M Group brand account
* configurate the privacy settings on your social media account or browser, or
Inspired by the unmistakable sartorial icon, the ARKET trench coat returns this season incorporating classic detailing and an updated silhouette tailored for the modern wardrobe.
Trench coats are traditionally cut at knee length, designed with a relaxed fit and a belted waist to fit over a uniform or a suit. It is intended to cover most of the body but still allow ease of movement thanks to its flared shape from the waist down.
The rain guard
One of the unique features of the trench coat is its deep back yoke. It is cut to hang loosely away from the body to lead the water onto the ground rather than down the wearer’s back. It can be buttoned down when not used for a more streamlined silhouette.
The trench coat became popular in the late 1800s due to its innovative waterproof fabric which was lighter than traditional woollen coats, and more breathable than rubberised raincoats. Our design pays homage to its original functionality with dense poplin and twill weaves that will protect wearer from the elements.
The front fastening
To keep the weather out, many trench coats are geared with a neck latch – a piece of fabric tucked away underneath the collar that can be fastened at the front as an extra shield against the wind and cold.
Essential products for men, women, children and the home § Search
We invited the celebrated Editor of the Financial Times’ HTSI magazine to guest edit our A/W 2022 collection and take us on a personal journey through modern office clothing. Read more for a wisdom-filled account of the contemporary codes of business attire.
As autumn comes, it’s time to turn to classic knits. Blended with RWS-certified merino wool for durability and strength, our recycled cashmere gives the luxurious feel and natural warmth of conventional cashmere, but with a lighter footprint on the planet.
Together with ARKET’s new bread supplier – BAK, we are on a mission to showcase that the use of organic heritage crops and manual techniques not only makes sense from a sustainability perspective, but also because the final product simply tastes and feels better.
The grid is an essential element of our visual identity. It represents the notion of the archive and is used to organise and display information ranging from the names of plants to fabric weights and different types of materials used in our collections. These nine squares symbolise the separate parts that together form our world, and they are also the areas where we strive to make a difference.