H&M brand profile in Germany 2023
How high is the brand awareness of H&M in Germany?
When it comes to fashion store customers, brand awareness of H&M is at 96 percent in Germany. The survey was conducted using the concept of aided brand recognition, showing respondents both the brand's logo and the written brand name.
How popular is H&M in Germany?
In total, 51 percent of German fashion store customers say they like H&M. However, in actuality, among the 96 percent of German respondents who know H&M, 53 percent of people like the brand.
What is the usage share of H&M in Germany?
All in all, 43 percent of fashion store customers in Germany use H&M. That means, of the 96 percent who know the brand, 45 percent use them.
How loyal are the customers of H&M?
Around 38 percent of fashion store customers in Germany say they are likely to use H&M again. Set in relation to the 43 percent usage share of the brand, this means that 88 percent of their customers show loyalty to the brand.
What's the buzz around H&M in Germany?
In September 2023, about 35 percent of German fashion store customers had heard about H&M in the media, on social media, or in advertising over the past three months. Of the 96 percent who know the brand, that's 36 percent, meaning at the time of the survey there's some buzz around H&M in Germany.
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