What: H&M is implementing a localised growth strategy in East Asia by introducing innovative concept stores and tailoring its offerings to meet the unique cultural and fashion preferences of diverse Asian markets.

Why it is important: This approach allows H&M to better compete in the dynamic and competitive Asian retail landscape, ensuring that its products and experiences resonate with local consumers while driving growth across key markets like South Korea, Japan, and the Philippines.

H&M is focusing on localisation to drive growth in East Asia, with a particular emphasis on enhancing customer experiences through innovative concept stores. These stores, such as the one in Seoul’s Myeong-dong district, feature immersive fitting rooms, RFID technology for real-time product tracking, and social media-friendly experiences. Aneta Pokucinska, H&M’s managing director for East Asia, highlighted the importance of adapting to regional trends, particularly those influenced by South Korea's fashion scene. The company is also partnering with local designers and adjusting its product sizes to fit local body types. With over 250 stores across Asia, H&M is expanding both its physical and digital presence to tap into the region’s vast growth potential while navigating cultural differences and fierce competition.

H&M’s localised growth strategy in East Asia