The retailer is working to shift consumer perceptions by granting shoppers access to details like factory location and supplier name for online and in-store merchandise

In order to increase transparency across its business in response to consumer demand, Swedish fast-fashion retailer H&M will now be providing production details for its inventory.

This transparency initiative will make customers privy to the factory from which the purchased item was produced, as well as that factory address, the supplier's name, and even how many workers are employed by that factory. In addition to production history, H&M shoppers can learn more about the material itself, either by browsing online or using the H&M app in stores by scanning a price tag.

Along with transparency on apparel items, H&M will also be rolling out product information on a majority of its home goods as well. As the retailer continues efforts to shift consumer perceptions of the brand and move away from its fast-fashion reputation, increasing transparency alongside sustainability is a major component of H&M's strategy.

H&M


Lead image: stock photos from Sara Sette/Shutterstock

In order to increase transparency across its business in response to consumer demand, Swedish fast-fashion retailer H&M will now be providing production details for its inventory.

This transparency initiative will make customers privy to the factory from which the purchased item was produced, as well as that factory address, the supplier's name, and even how many workers are employed by that factory. In addition to production history, H&M shoppers can learn more about the material itself, either by browsing online or using the H&M app in stores by scanning a price tag.