H&M introduces transparency layer across 47 online markets

25 April 2019 (Last Updated April 25th, 2019 15:47)

Clothing retailer H&M has introduced a transparency layer for all its garments sold across 47 online markets to help customers make more informed choices. 

H&M introduces transparency layer across 47 online markets
H&M introduces transparency layer for all its garments sold across 47 online markets. Credit: Loudrocksurfer at en.wikipedia.

Clothing retailer H&M has introduced a transparency layer for all its garments sold across 47 online markets to help customers make more informed choices.

The retailer tested the transparency layer at a smaller scale for its Conscious Exclusive collections in 2017.

As part of the latest initiative, the company will share details such as production country, supplier names, factory names and addresses, and the number of workers in the factories for every garment sold on its website.

Customers will also be presented with information on the materials used to make a specific garment while shopping.

H&M sustainability head Isak Roth said: “We are so proud to be the first global fashion retailer of our size and scale to launch this level of product transparency.

“With transparency comes responsibility, making transparency such an important factor to help create a more sustainable fashion industry.”

“We want to show the world that this is possible. By being open and transparent about where our products are made we hope to set the bar for our industry and encourage customers to make more sustainable choices.

“With transparency comes responsibility, making transparency such an important factor to help create a more sustainable fashion industry.”

H&M will also allow customers to access this information by scanning the price tag on a product using the app, while shopping across its physical stores.

In addition, the retailer has introduced the transparency layer for most of its H&M Home interior products sold on the website.

In February this year, H&M announced plans to add 175 new stores to its portfolio this year, with around 50% being for newer brands.