A big part of Project Match is the customers’ personal and enlightening stories. And for many of our employees involved, this has made Project Match particularly important.

“Working on Project Match, you hear from many underserved and underrepresented people. You are talking to people who have had negative experiences,” says Nanda van den Hoek and continues:

“I think all of us involved sees this as a great opportunity to create real change for people often overlooked by the fashion industry. So, we will use our research to find the best way to do that. And we are also making sure our new knowledge and insights spread throughout the H&M Group so that all our brands can become even more inclusive.”

As we progress, we will find an impactful opportunity for H&M Group to deliver change in this space, and then plan for the next phase. So far, it’s helping us act faster and better on the feedback we get, and in the long run, we will use the insights for projects and processes throughout our entire brand portfolio.