Is H&M moving fast enough to become a digital brand?

“It’s easy to see why they’ve seen consistent growth in e-commerce — it’s easy to grow from no base,” said Jason Goldberg, svp of commerce and content practice at Razorfish. “But when they finish their global rollout and get all the pent-up demand, will they be able to grow from there? They are yet to prove that they can build a digital brand.”

That’s not to say that it hasn’t cultivated a robust digital presence. Through its visual social content, a dedicated digital content hub and numerous partnerships including Coachella, H&M has been creating engaging social and digital experiences for its audience. It also seems to have taken a page from J. Crew’s book, with a focus on developing a roster of sister brands like the former’s Madewell.

Ultimately, these efforts are futile if its approach to e-commerce and product pages remains outdated, said Inii Kim, creative director & co-founder of luxury digital agency King & Partners. “While we’re seeing a lot of excitement and benchmarking examples from their new brands — & Other Stories and Cos — the H&M brand itself hasn’t been doing anything particularly fresh or innovative to keep up with its competitors,” she said. “We’re seeing the same things over and over each season — designer collaborations, the same kinds of campaigns, outdated e-commerce and messy and crowded retail experiences.”

H&M must also pay close attention to its competitors, not only the likes of Zara — which itself has begun to prioritize its e-commerce operations over further store expansion — but also Amazon, which has recently started making moves into apparel.

“They’ve had a great run; they are a Goliath in the apparel industry,” said Goldberg. “But there’s a bunch of Davids around them preparing to throw their rocks — and when one of those Davids is Amazon, it can be a difficult position to defend.”