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H&M is

Ranked

#35

Retail Brands

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H&M

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H&M

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H&M is ranked #35 in Retail Brands

About H&M's Brand

H&M is a fashion brand that offers the latest styles and inspiration, from fashion pieces and unique designer collaborations to affordable wardrobe essentials. H&M’s brand is ranked #215 in the list of Global Best Brands, a carefully curated list of recognized brands as rated by customers of H&M. When compared to other organizations within the Retail industry, H&M is ranked #35. Among its major competitors, H&M is ranked in 4th place for NPS while American Eagle Outfitters is 1st, and Uniqlo is 2nd.Their current market cap is $32.65B

Brand at a Glance

77%

Customer Loyalty

3.9/5

Product Quality

3.7/5

Pricing

3.8/5

Customer Service

H&M Ranking

^#215 in Global Best Brands
^#35 in Retail
^#3 / 4 of its competitors

H&M NPS

H&M's Net Promoter Score (NPS) is a 19 with 47% Promoters, 25% Passives, and 28% Detractors. Net Promoter Score tracks whether H&M's customers would recommend using the product based on a scale of -100 to 100.

H&M Overall NPS

NPS

47%	Promoters
25%	Passives
28%	Detractors

H&M NPS Trend

-100

-50

100

Summary	Date	Score
Feb 2025 19	Feb 2025	19
Mar 2025 19	Mar 2025	19
Apr 2025 19	Apr 2025	19
May 2025 20	May 2025	20
Jun 2025 19	Jun 2025	19
Jul 2025 19	Jul 2025	19
Aug 2025 19	Aug 2025	19
Sep 2025 19	Sep 2025	19
Oct 2025 19	Oct 2025	19
Nov 2025 19	Nov 2025	19
Dec 2025 19	Dec 2025	19
Jan 2026 19	Jan 2026	19

How Other Brands Compare

H&M is ranked third for NPS among its competitors. American Eagle Outfitters and Uniqlo come in first and second, with Abercrombie & Fitch Company coming in at #4. Among those competitors, it is the third most valued company.

	H&M	American Eagle Outfitters	Uniqlo	Abercrombie & Fitch Company
Global Ranking	#215	#25	#30	#288
NPS	19	44	40	17
Social Sentiment Calculated by analyzing social media and other online mentions	-	Neutral	-	-
Valuation Updated every 24 hours for public companies	$32.65B	$4.15B	-	$2.14B

What is NPS

Net Promoter Score (NPS) is a management tool that can be used to gauge the satisfaction of a firm's customer relationships. NPS has been widely adopted as a key metric often linked to the revenue potential of a company’s product or service. The metric is based on customer responses to the question: "On a scale of 0 to 10, how likely are you to recommend the product to a friend?"

Those who respond with a score of 9 to 10 are known as Promoters, and are widely associated with behaviors that create value, including actively encouraging others to use the product or service. Those who respond with a score of 7 or 8 are categorized as Passives, and they are believed to be less likely to exhibit the value-creation traits of Promoters having a largely neutral effect on other consumers. Detractors are those who fall in the score range of 0 to 6 and represent dissatisfied customers of the product sometimes actively recommending against using the product.

H&M NPS by Gender

Male customers rated H&M's NPS 2 points higher than Female customers.

Male

H&M's NPS was rated 22 by Male customers on Comparably.

48%

Promoters

26%

Passives

26%

Detractors

Female

H&M's NPS was rated 20 by Female customers on Comparably.

46%

Promoters

28%

Passives

26%

Detractors

H&M NPS by Ethnicity

H&M's NPS was rated the highest by Native American customers, and the lowest by Caucasian customers.

-100

-50

100

Summary	Ethnicity	Score
Caucasian -11	Caucasian	-11
Hispanic or Latino 32	Hispanic or Latino	32
African American/Black 40	African American/Black	40
Asian or Pacific Islander 18	Asian or Pacific Islander	18
Native American 100	Native American	100
Other 19	Other	19

H&M NPS by Age

H&M's NPS was rated the highest by customers ages 66+, and the lowest by customers ages 56-60.

100

Summary

Age

Promoters

Passives

Detractors

18-25

46%

29%

25%

26-30

42%

31%

27%

31-35

57%

25%

18%

36-40

54%

14%

32%

41-45

41%

30%

29%

46-50

44%

12%

44%

51-55

24%

13%

63%

56-60

50%

66+

67%

33%

H&M NPS by Usage

H&M's NPS was rated the highest by customers who have used H&M's products/services for 1 to 2 Years, and the lowest by customers with Less than 1 Year of usage.

-100

-50

100

Summary	Usage	Score
Less than 1 Year -2	Less than 1 Year	-2
1 to 2 Years 31	1 to 2 Years	31
2 to 5 Years 21	2 to 5 Years	21
5 to 10 Years 11	5 to 10 Years	11
Over 10 Years 17	Over 10 Years	17

H&M NPS vs. Competitors

Compared to its competitors, H&M's NPS is rated right above Abercrombie & Fitch Company, and is preceded by Aritzia.

COMPANY		NPS Score
	American Eagle Outfitters	44
	Uniqlo	40
	Aritzia	28
	H&M	19
	Abercrombie & Fitch Company	17

H&M NPS vs Companies in Retail

In the Retail industry, H&M's NPS is rated right above Chipotle, and is preceded by Target.

COMPANY		NPS Score
	REI	53
	Costco	50
	Amazon	49
	Trader Joe's	46
	American Eagle Outfitters	44
	Bath & Body Works	38
	Target	36
	H&M	19
	Chipotle	16

H&M Customer Reviews

Out of the 92 H&M customer reviews 71 were positive and 21 were constructive. H&M customer reviews reflect that more than half of the customers have a favorable experience using the products/services of the company.

All Reviews

Positive Reviews

Constructive Reviews

H&M Customer Loyalty

77%

Customer Loyalty is a strong indicator of whether or not a customer will choose a brand repeatedly over a competitor that offers similar products/services.

77% of H&M users/customers answered "Yes" when asked: "Would you consider yourself a loyal user/customer?"

Sign Up to see the full customer demographics data and the people that answered "Yes" when asked "Would you consider yourself a loyal user/customer?"

77%

23%

H&M Customer Loyalty Score by Gender

Female customers rated H&M's Customer Loyalty score 5% higher than Male customers.

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Male

74%

Yes

Female

79%

Yes

H&M Customer Loyalty Score by Ethnicity

H&M's Customer Loyalty score was rated the highest by African American/Black customers, and the lowest by Native American customers.

% who answered "Yes"

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out of 100

Caucasian

out of 100

Hispanic or Latino

out of 100

African American/Black

out of 100

Asian or Pacific Islander

out of 100

Native American

out of 100

Other

H&M Customer Loyalty Score by Age

H&M's Customer Loyalty score was rated the highest by customers ages 51-55, and the lowest by customers ages 66+.

Sign Up for Brand Profile PRO to get the full Customer Loyalty by Age data of H&M.

20%

40%

60%

80%

100%

Summary	Age	Score
18-25 79%	18-25	79%
26-30 75%	26-30	75%
31-35 78%	31-35	78%
36-40 74%	36-40	74%
41-45 74%	41-45	74%
46-50 80%	46-50	80%
51-55 89%	51-55	89%
56-60 78%	56-60	78%
66+ 40%	66+	40%

H&M Customer Loyalty Score by Usage

H&M's Customer Loyalty score was rated the highest by customers who have used H&M's products/services for 1 to 2 Years, and the lowest by customers with Less than 1 Year of usage.

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Less than 1 Year	63%
1 to 2 Years	78%
2 to 5 Years	78%
5 to 10 Years	77%
Over 10 Years	78%

H&M Customer Loyalty Score by Industry

H&M's Customer Loyalty score was rated the highest by Hospitality industry customers, and the lowest by Non-Profit industry customers.

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Tech	86%
Accounting	73%
Aerospace and Aviation	70%
Fashion and Beauty	84%
Architecture and Planning	70%
Arts and Entertainment	79%
Automotive and Transportation	70%
Banking and Financial Services	79%
Business and Consumer Services	75%
Business Supplies and Equipment	80%
Chemicals	55%
Consulting	74%
Consumer Goods	55%
Consumer Services	78%
Education	77%
Healthcare, Hospitals and Medicine	65%
Hospitality	100%
International Trade and Development	100%
Legal	40%
Luxury Goods and Jewelry	78%
Marketing, Advertising and Research	65%
Media and Entertainment	70%
Non-Profit	10%
Professional Services	100%
Public Relations and Communications	100%
Retail	79%

H&M Customer Loyalty vs. Competitors

Compared to its competitors, H&M's Customer Loyalty score is rated right above Aritzia, and is preceded by Uniqlo.

COMPANY		Customer Loyalty Score
	American Eagle Outfitters	87%
	Uniqlo	81%
	H&M	77%
	Aritzia	74%
	Abercrombie & Fitch Company	64%

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Customer Loyalty for Other Retail Brands

In the Retail industry, H&M's Customer Loyalty score is rated right above Chipotle, and is preceded by Target.

COMPANY		Customer Loyalty Score
	Costco	89%
	Amazon	89%
	REI	87%
	American Eagle Outfitters	87%
	Bath & Body Works	87%
	Trader Joe's	86%
	Target	82%
	H&M	77%
	Chipotle	76%

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H&M Product Quality

3.9/5

H&M has an overall Product Quality score of 3.9 out of 5 stars rated by its users and customers.

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H&M Product Information

H&M’s product quality score is a 3.9 out of 5 as rated by its users and customers. Reviewers from the Consumer Services industry rated H&M's product the highest. Reviewers from the Architecture and Planning industry rated H&M the lowest at 4.1.

Website: https://www.hm.com

Company Size: 10,000+ Employees

Industry

Fashion and Beauty

Quick Insights into H&M Product Quality

H&M's Product Quality score was rated highest by Native American customers, and rated lowest by customers from the Non-Profit industry.

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Ranked H&M Product Quality the Highest

Native American	5
Consumer Services	4.7
66+	4.3

Ranked H&M Product Quality the Lowest

Caucasian	3.3
51-55	2.9
Non-Profit	2.3

H&M Product Quality Score by Gender

H&M's Product Quality score was rated 3.9 by both Female and Male customers on Comparably.

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Male

3.9/5

Female

3.9/5

H&M Product Quality Score by Ethnicity

H&M's Product Quality score was rated the highest by Native American customers, and the lowest by Caucasian customers.

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Summary	Ethnicity	Score
Caucasian 3.3	Caucasian	3.3
Hispanic or Latino 4.1	Hispanic or Latino	4.1
African American/Black 4	African American/Black	4
Asian or Pacific Islander 4	Asian or Pacific Islander	4
Native American 5	Native American	5
Other 3.9	Other	3.9

H&M Product Quality Score by Age

H&M's Product Quality score was rated the highest by customers ages 66+, and the lowest by customers ages 51-55.

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Summary	Age	Score
18-25 4	18-25	4
26-30 3.8	26-30	3.8
31-35 4	31-35	4
36-40 3.7	36-40	3.7
41-45 3.4	41-45	3.4
46-50 3.6	46-50	3.6
51-55 2.9	51-55	2.9
56-60 3	56-60	3
66+ 4.3	66+	4.3

H&M Product Quality Score by Usage

H&M's Product Quality score was rated the highest by customers who have used H&M's products/services for 1 to 2 Years, and the lowest by customers with Over 10 Years of usage.

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Less than 1 Year	3.7
1 to 2 Years	4
2 to 5 Years	4
5 to 10 Years	3.7
Over 10 Years	3.7

H&M Product Quality Score by Industry

H&M's Product Quality score was rated the highest by Consumer Services industry customers, and the lowest by Non-Profit industry customers.

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Tech	3.9
Accounting	4
Aerospace and Aviation	2.7
Fashion and Beauty	4.2
Architecture and Planning	4.1
Arts and Entertainment	4.1
Automotive and Transportation	2.3
Banking and Financial Services	3.5
Business and Consumer Services	3.9
Business Supplies and Equipment	3.3
Chemicals	3.4
Consulting	3.6
Consumer Goods	4.1
Consumer Services	4.7
Education	4.1
Healthcare, Hospitals and Medicine	4.1
Hospitality	4.1
International Trade and Development	3.5
Legal	3.1
Luxury Goods and Jewelry	4.2
Marketing, Advertising and Research	3.5
Media and Entertainment	3.5
Non-Profit	2.3
Professional Services	4.6
Public Relations and Communications	4
Retail	4.2

H&M Product Quality vs. Competitors

Compared to its competitors, H&M's Product Quality score is rated right above Abercrombie & Fitch Company, and is preceded by Aritzia.

COMPANY		Product Quality Score
	Uniqlo	4.3/5
	American Eagle Outfitters	4.2/5
	Aritzia	4.1/5
	H&M	3.9/5
	Abercrombie & Fitch Company	3.7/5

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Product Quality for Other Retail Brands

In the Retail industry, H&M's Product Quality score is rated right above Chipotle, and is preceded by Target.

COMPANY		Product Quality Score
	REI	4.3/5
	Costco	4.3/5
	Amazon	4.2/5
	Trader Joe's	4.2/5
	American Eagle Outfitters	4.2/5
	Bath & Body Works	4.1/5
	Target	4.1/5
	H&M	3.9/5
	Chipotle	3.8/5

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H&M Pricing

H&M ROI & Value For Money

3.7/5

H&M has a value for money and ROI score of 3.7 out of 5 stars rated by its users and customers.

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H&M Pricing Plans

Not every product or service fits the needs of a certain user or industry. The users that rank the value for money and ROI highest are mainly from Professional Services industry. The users from the Non-Profit industry think that they had the lowest ROI from H&M.

Quick Insights into H&M ROI

H&M's ROI score was rated highest by customers from the Professional Services industry, and rated lowest by customers from the Non-Profit industry.

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Ranked H&M ROI the Highest

Professional Services	4.6
Native American	4
1 to 2 Years	3.8

Ranked H&M ROI the Lowest

Less than 1 Year	3.5
56-60	2.5
Non-Profit	2

H&M ROI Score by Gender

H&M's ROI score was rated 3.7 by both Female and Male customers on Comparably.

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Male

3.7/5

Female

3.7/5

H&M ROI Score by Ethnicity

H&M's ROI score was rated the highest by Native American customers, and the lowest by Caucasian customers.

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Summary	Ethnicity	Score
Caucasian 3.5	Caucasian	3.5
Hispanic or Latino 3.8	Hispanic or Latino	3.8
African American/Black 3.5	African American/Black	3.5
Asian or Pacific Islander 3.7	Asian or Pacific Islander	3.7
Native American 4	Native American	4
Other 3.7	Other	3.7

H&M ROI Score by Age

H&M's ROI score was rated the highest by customers ages 31-35, and the lowest by customers ages 56-60.

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Summary	Age	Score
18-25 3.7	18-25	3.7
26-30 3.7	26-30	3.7
31-35 3.8	31-35	3.8
36-40 3.7	36-40	3.7
41-45 3.8	41-45	3.8
46-50 3.5	46-50	3.5
51-55 3.2	51-55	3.2
56-60 2.5	56-60	2.5
66+ 3.6	66+	3.6

H&M ROI Score by Usage

H&M's ROI score was rated the highest by customers who have used H&M's products/services for 1 to 2 Years, and the lowest by customers with Less than 1 Year of usage.

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Less than 1 Year	3.5
1 to 2 Years	3.8
2 to 5 Years	3.6
5 to 10 Years	3.6
Over 10 Years	3.8

H&M ROI Score by Industry

H&M's ROI score was rated the highest by Professional Services industry customers, and the lowest by Non-Profit industry customers.

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Tech	3.7
Accounting	3.8
Aerospace and Aviation	3.1
Fashion and Beauty	4
Architecture and Planning	3.9
Arts and Entertainment	3.6
Automotive and Transportation	4.3
Banking and Financial Services	3.8
Business and Consumer Services	3.5
Business Supplies and Equipment	3.4
Chemicals	3
Consulting	3.4
Consumer Goods	3.2
Consumer Services	4.2
Education	3.8
Healthcare, Hospitals and Medicine	3.8
Hospitality	3.8
International Trade and Development	3.5
Legal	3.3
Luxury Goods and Jewelry	3
Marketing, Advertising and Research	3.4
Media and Entertainment	3.3
Non-Profit	2
Professional Services	4.6
Public Relations and Communications	4
Retail	4.1

H&M Pricing vs. Competitors

Compared to its competitors, H&M's ROI score is rated right above Abercrombie & Fitch Company, and is preceded by Aritzia.

COMPANY		Pricing Score
	Uniqlo	4/5
	American Eagle Outfitters	3.8/5
	Aritzia	3.8/5
	H&M	3.7/5
	Abercrombie & Fitch Company	3.4/5

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ROI for Other Retail Brands

In the Retail industry, H&M's ROI score is rated right above Chipotle, and is preceded by Bath & Body Works.

COMPANY		Pricing Score
	Costco	4.1/5
	Amazon	4.1/5
	REI	4.1/5
	Trader Joe's	4/5
	Target	3.9/5
	American Eagle Outfitters	3.8/5
	Bath & Body Works	3.8/5
	H&M	3.7/5
	Chipotle	3.5/5

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H&M Customer Satisfaction (CSAT)

H&M Customer Satisfaction (CSAT) Score

78 / 100

H&M has an overall Customer Satisfaction score of 78 rated by its users and customers.

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Very Satisfied	36%
Satisfied	42%
Neither Satisfied nor Dissatisfied	13%
Dissatisfied	3%
Very Dissatisfied	6%

Very Satisfied

36%

Satisfied

42%

Neither Satisfied nor Dissatisfied

13%

Dissatisfied

Very Dissatisfied

What is Customer Satisfaction (CSAT) Score

Customer Satisfaction Score (also known as CSAT), is a metric used to quantify how satisfied customers are with a company or brand’s products and services. The Customer Satisfaction Score is based on customers response to the question: “How would you rate your overall satisfaction with the service you received?” The score is calculated using the formula: (The total number answer of “Very Satisfied” and “Satisfied”) ÷ (The total response) x100, and it is generally displayed in percentages. Some of the main benefits of the CSAT for businesses are tracking retention, identifying happy customers and growing relationships, and gaining repeat business to build a sustainable brand.

Quick Insights into H&M Customer Satisfaction

H&M's Customer Satisfaction score was rated highest by customers from the Consumer Services industry, and rated lowest by customers from the Automotive and Transportation industry.

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Ranked H&M Customer Satisfaction the Highest

Consumer Services	100%
Native American	100%
31-35	90%

Ranked H&M Customer Satisfaction the Lowest

Caucasian	68%
46-50	40%
Automotive and Transportation	33%

H&M Customer Satisfaction Score by Gender

Female customers rated H&M's Customer Satisfaction score 5 points higher than Male customers.

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77 / 100

Male

	Very Satisfied	38%
	Satisfied	39%
	Neither Satisfied nor Dissatisfied	11%
	Dissatisfied	3%
	Very Dissatisfied	9%

82 / 100

Female

	Very Satisfied	35%
	Satisfied	47%
	Neither Satisfied nor Dissatisfied	10%
	Dissatisfied	4%
	Very Dissatisfied	4%

H&M Customer Satisfaction Score by Ethnicity

CSAT according to Caucasian

H&M's Customer Satisfaction (CSAT) score was rated 68% according to Caucasian users and customers.

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68 / 100

Very Satisfied	26%
Satisfied	42%
Neither Satisfied nor Dissatisfied	13%
Dissatisfied	4%
Very Dissatisfied	15%

Very Satisfied

26%

Satisfied

42%

Neither Satisfied nor Dissatisfied

13%

Dissatisfied

Very Dissatisfied

15%

CSAT according to Hispanic or Latino

H&M's Customer Satisfaction (CSAT) score was rated 81% according to Hispanic or Latino users and customers.

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81 / 100

Very Satisfied	35%
Satisfied	46%
Neither Satisfied nor Dissatisfied	8%
Dissatisfied	4%
Very Dissatisfied	7%

Very Satisfied

35%

Satisfied

46%

Neither Satisfied nor Dissatisfied

Dissatisfied

Very Dissatisfied

CSAT according to African American/Black

H&M's Customer Satisfaction (CSAT) score was rated 97% according to African American/Black users and customers.

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97 / 100

Very Satisfied	40%
Satisfied	57%
Neither Satisfied nor Dissatisfied	0%
Dissatisfied	3%
Very Dissatisfied	0%

Very Satisfied

40%

Satisfied

57%

Neither Satisfied nor Dissatisfied

Dissatisfied

Very Dissatisfied

CSAT according to Asian or Pacific Islander

H&M's Customer Satisfaction (CSAT) score was rated 83% according to Asian or Pacific Islander users and customers.

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83 / 100

Very Satisfied	34%
Satisfied	49%
Neither Satisfied nor Dissatisfied	12%
Dissatisfied	3%
Very Dissatisfied	2%

Very Satisfied

34%

Satisfied

49%

Neither Satisfied nor Dissatisfied

12%

Dissatisfied

Very Dissatisfied

CSAT according to Native American

H&M's Customer Satisfaction (CSAT) score was rated 100% according to Native American users and customers.

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100 / 100

Very Satisfied	67%
Satisfied	33%
Neither Satisfied nor Dissatisfied	0%
Dissatisfied	0%
Very Dissatisfied	0%

Very Satisfied

67%

Satisfied

33%

Neither Satisfied nor Dissatisfied

Dissatisfied

Very Dissatisfied

CSAT according to Other

H&M's Customer Satisfaction (CSAT) score was rated 81% according to Other users and customers.

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81 / 100

Very Satisfied	40%
Satisfied	41%
Neither Satisfied nor Dissatisfied	12%
Dissatisfied	4%
Very Dissatisfied	3%

Very Satisfied

40%

Satisfied

41%

Neither Satisfied nor Dissatisfied

12%

Dissatisfied

Very Dissatisfied

H&M Customer Satisfaction Score by Age

H&M's Customer Satisfaction score was rated the highest by customers ages 31-35, and the lowest by customers ages 46-50.

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100

Breakdown

Age

Score

18-25

84%

26-30

80%

31-35

90%

36-40

70%

41-45

67%

46-50

40%

51-55

67%

56-60

75%

H&M Customer Satisfaction Score by Usage

H&M's Customer Satisfaction score was rated the highest by customers who have used H&M's products/services for 2 to 5 Years, and the lowest by customers with Over 10 Years of usage.

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Less than 1 Year	84
1 to 2 Years	83
2 to 5 Years	86
5 to 10 Years	75
Over 10 Years	75

H&M Customer Satisfaction Score by Industry

H&M's Customer Satisfaction score was rated the highest by Consumer Services industry customers, and the lowest by Automotive and Transportation industry customers.

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	"bars": [
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			"label": "Tech",
			"groupId": 104,
			"score": 76,
			"stars": 0,
			"csatScore": 76,
			"text": "H&M's Customer Satisfaction score is  rated by Tech customers on Comparably.",
			"scoreClassName": "",
			"scoreLabel": 76
		},
		{
			"label": "Accounting",
			"groupId": 495,
			"score": 86,
			"stars": 0,
			"csatScore": 86,
			"text": "H&M's Customer Satisfaction score is  rated by Accounting customers on Comparably.",
			"scoreClassName": "",
			"scoreLabel": 86
		},
		{
			"label": "Aerospace and Aviation",
			"groupId": 496,
			"score": 50,
			"stars": 0,
			"csatScore": 50,
			"text": "H&M's Customer Satisfaction score is  rated by Aerospace and Aviation customers on Comparably.",
			"scoreClassName": "",
			"scoreLabel": 50
		},
		{
			"label": "Fashion and Beauty",
			"groupId": 497,
			"score": 90,
			"stars": 0,
			"csatScore": 90,
			"text": "H&M's Customer Satisfaction score is  rated by Fashion and Beauty customers on Comparably.",
			"scoreClassName": "",
			"scoreLabel": 90
		},
		{
			"label": "Architecture and Planning",
			"groupId": 498,
			"score": 88,
			"stars": 0,
			"csatScore": 88,
			"text": "H&M's Customer Satisfaction score is  rated by Architecture and Planning customers on Comparably.",
			"scoreClassName": "",
			"scoreLabel": 88
		},
		{
			"label": "Arts and Entertainment",
			"groupId": 499,
			"score": 88,
			"stars": 0,
			"csatScore": 88,
			"text": "H&M's Customer Satisfaction score is  rated by Arts and Entertainment customers on Comparably.",
			"scoreClassName": "",
			"scoreLabel": 88
		},
		{
			"label": "Automotive and Transportation",
			"groupId": 500,
			"score": 33,
			"stars": 0,
			"csatScore": 33,
			"text": "H&M's Customer Satisfaction score is  rated by Automotive and Transportation customers on Comparably.",
			"scoreClassName": "",
			"scoreLabel": 33
		},
		{
			"label": "Banking and Financial Services",
			"groupId": 501,
			"score": 63,
			"stars": 0,
			"csatScore": 63,
			"text": "H&M's Customer Satisfaction score is  rated by Banking and Financial Services customers on Comparably.",
			"scoreClassName": "",
			"scoreLabel": 63
		},
		{
			"label": "Business and Consumer Services",
			"groupId": 504,
			"score": 88,
			"stars": 0,
			"csatScore": 88,
			"text": "H&M's Customer Satisfaction score is  rated by Business and Consumer Services customers on Comparably.",
			"scoreClassName": "",
			"scoreLabel": 88
		},
		{
			"label": "Business Supplies and Equipment",
			"groupId": 505,
			"score": 43,
			"stars": 0,
			"csatScore": 43,
			"text": "H&M's Customer Satisfaction score is  rated by Business Supplies and Equipment customers on Comparably.",
			"scoreClassName": "",
			"scoreLabel": 43
		},
		{
			"label": "Chemicals",
			"groupId": 506,
			"score": 75,
			"stars": 0,
			"csatScore": 75,
			"text": "H&M's Customer Satisfaction score is  rated by Chemicals customers on Comparably.",
			"scoreClassName": "",
			"scoreLabel": 75
		},
		{
			"label": "Consulting",
			"groupId": 511,
			"score": 75,
			"stars": 0,
			"csatScore": 75,
			"text": "H&M's Customer Satisfaction score is  rated by Consulting customers on Comparably.",
			"scoreClassName": "",
			"scoreLabel": 75
		},
		{
			"label": "Consumer Services",
			"groupId": 514,
			"score": 100,
			"stars": 0,
			"csatScore": 100,
			"text": "H&M's Customer Satisfaction score is  rated by Consumer Services customers on Comparably.",
			"scoreClassName": "max",
			"scoreLabel": 100
		},
		{
			"label": "Education",
			"groupId": 515,
			"score": 82,
			"stars": 0,
			"csatScore": 82,
			"text": "H&M's Customer Satisfaction score is  rated by Education customers on Comparably.",
			"scoreClassName": "",
			"scoreLabel": 82
		},
		{
			"label": "Healthcare, Hospitals and Medicine",
			"groupId": 522,
			"score": 72,
			"stars": 0,
			"csatScore": 72,
			"text": "H&M's Customer Satisfaction score is  rated by Healthcare, Hospitals and Medicine customers on Comparably.",
			"scoreClassName": "",
			"scoreLabel": 72
		},
		{
			"label": "Hospitality",
			"groupId": 523,
			"score": 86,
			"stars": 0,
			"csatScore": 86,
			"text": "H&M's Customer Satisfaction score is  rated by Hospitality customers on Comparably.",
			"scoreClassName": "",
			"scoreLabel": 86
		},
		{
			"label": "Legal",
			"groupId": 529,
			"score": 100,
			"stars": 0,
			"csatScore": 100,
			"text": "H&M's Customer Satisfaction score is  rated by Legal customers on Comparably.",
			"scoreClassName": "max",
			"scoreLabel": 100
		},
		{
			"label": "Marketing, Advertising and Research",
			"groupId": 535,
			"score": 83,
			"stars": 0,
			"csatScore": 83,
			"text": "H&M's Customer Satisfaction score is  rated by Marketing, Advertising and Research customers on Comparably.",
			"scoreClassName": "",
			"scoreLabel": 83
		},
		{
			"label": "Retail",
			"groupId": 559,
			"score": 84,
			"stars": 0,
			"csatScore": 84,
			"text": "H&M's Customer Satisfaction score is  rated by Retail customers on Comparably.",
			"scoreClassName": "",
			"scoreLabel": 84
		}
	]
}

Tech	76
Accounting	86
Aerospace and Aviation	50
Fashion and Beauty	90
Architecture and Planning	88
Arts and Entertainment	88
Automotive and Transportation	33
Banking and Financial Services	63
Business and Consumer Services	88
Business Supplies and Equipment	43
Chemicals	75
Consulting	75
Consumer Services	100
Education	82
Healthcare, Hospitals and Medicine	72
Hospitality	86
Legal	100
Marketing, Advertising and Research	83
Retail	84

H&M Customer Satisfaction vs. Competitors

Compared to its competitors, H&M's Customer Satisfaction score is rated right above Abercrombie & Fitch Company, and is preceded by Aritzia.

COMPANY		Customer Satisfaction (CSAT) Score
	Uniqlo	88%
	American Eagle Outfitters	82%
	Aritzia	80%
	H&M	78%
	Abercrombie & Fitch Company	64%

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Customer Satisfaction for Other Retail Brands

In the Retail industry, H&M's Customer Satisfaction score is rated right above Chipotle, and is preceded by Trader Joe's.

COMPANY		Customer Satisfaction (CSAT) Score
	REI	85%
	Costco	84%
	Amazon	84%
	American Eagle Outfitters	82%
	Bath & Body Works	81%
	Target	79%
	Trader Joe's	79%
	H&M	78%
	Chipotle	62%

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H&M Customer Service

3.8/5

H&M has an overall Customer Service score of 3.8 out of 5 stars rated by its users and customers.

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About H&M's Customer Service

Address

46A Mäster Samuelsgatan, Stockholm 106 38 Sweden

Website

https://www.hm.com

Phone Number

+46 8 796 55 00

H&M's Social Links

Quick Insights into H&M Customer Service

H&M's Customer Service score was rated highest by customers from the Professional Services industry, and rated lowest by customers ages 56-60.

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Ranked H&M Customer Service the Highest

Professional Services	4.6
Native American	4.1
66+	4

Ranked H&M Customer Service the Lowest

Caucasian	3.4
Aerospace and Aviation	2.5
56-60	2.2

H&M Customer Service Score by Gender

H&M's Customer Service score was rated 3.8 by both Female and Male customers on Comparably.

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Male

3.8/5

Female

3.8/5

H&M Customer Service Score by Ethnicity

H&M's Customer Service score was rated the highest by Native American customers, and the lowest by Caucasian customers.

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100

Summary	Ethnicity	Customer Service Score
Caucasian 3.4	Caucasian	3.4
Hispanic or Latino 3.8	Hispanic or Latino	3.8
African American/Black 3.7	African American/Black	3.7
Asian or Pacific Islander 3.8	Asian or Pacific Islander	3.8
Native American 4.1	Native American	4.1
Other 3.8	Other	3.8

H&M Customer Service Score by Age

H&M's Customer Service score was rated the highest by customers ages 66+, and the lowest by customers ages 56-60.

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100

Summary	Age	Customer Service Score
18-25 3.8	18-25	3.8
26-30 3.8	26-30	3.8
31-35 3.8	31-35	3.8
36-40 3.6	36-40	3.6
41-45 3.7	41-45	3.7
46-50 3.3	46-50	3.3
51-55 3	51-55	3
56-60 2.2	56-60	2.2
66+ 4	66+	4

H&M Customer Service Score by Usage

H&M's Customer Service score was rated the highest by customers who have used H&M's products/services for 1 to 2 Years, and the lowest by customers with Less than 1 Year of usage.

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Less than 1 Year	3.5
1 to 2 Years	3.9
2 to 5 Years	3.9
5 to 10 Years	3.7
Over 10 Years	3.6

H&M Customer Service Score by Industry

H&M's Customer Service score was rated the highest by Professional Services industry customers, and the lowest by Aerospace and Aviation industry customers.

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Tech	3.8
Accounting	3.7
Aerospace and Aviation	2.5
Fashion and Beauty	4.1
Architecture and Planning	3.7
Arts and Entertainment	3.7
Automotive and Transportation	3.8
Banking and Financial Services	3.4
Business and Consumer Services	3.6
Business Supplies and Equipment	3.6
Chemicals	3
Consulting	3
Consumer Goods	4.1
Consumer Services	4.4
Education	4.2
Healthcare, Hospitals and Medicine	3.4
Hospitality	4.1
International Trade and Development	3.5
Legal	3.6
Luxury Goods and Jewelry	4.1
Marketing, Advertising and Research	3.7
Media and Entertainment	3.8
Non-Profit	3.5
Professional Services	4.6
Public Relations and Communications	3.7
Retail	4

H&M Customer Service vs. Competitors

Compared to its competitors, H&M's Customer Service score is rated right above Abercrombie & Fitch Company, and is preceded by Aritzia.

COMPANY		Customer Service Score
	Uniqlo	4.1/5
	American Eagle Outfitters	4/5
	Aritzia	4/5
	H&M	3.8/5
	Abercrombie & Fitch Company	3.6/5

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Customer Service for Other Retail Brands

In the Retail industry, H&M's Customer Service score is rated right above Chipotle, and is preceded by Bath & Body Works.

COMPANY		Customer Service Score
	REI	4.4/5
	Costco	4.2/5
	Amazon	4.2/5
	Trader Joe's	4.2/5
	American Eagle Outfitters	4/5
	Target	4/5
	Bath & Body Works	4/5
	H&M	3.8/5
	Chipotle	3.6/5

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H&M as an Employer

3.8/5

H&M has a 3.8/5 stars for its overall company culture rated by their employees

top

40%

CEO of H&M

Daniel Ervér

In the Top 40% of Similar Sized Companies on Comparably.

Consumer vs. Employees

H&M scored a 19 for Net Promoter Score and a -1 for Employee Net Promoter Score. NPS gauges how likely a customer of H&M would recommend the brand to a friend. ENPS measures how likely H&M employees would recommend working at H&M to a friend.

Net Promoter Score

NPS Score

47%	Promoters
25%	Passive
28%	Detractors

Employee Net Promoter Score

-1

eNPS Score

37%	Promoters
25%	Passive
38%	Detractors

Global Ranking Snapshot

H&M is ranked #215 in the Global Top 100 Brands. It ranks just behind Pfizer and just ahead of Genentech.

RANK			INDUSTRY
213	PetSmart	Ken Hicks	Retail
214	Pfizer	Albert Bourla	Health and Wellness
215	H&M	Daniel Ervér	Retail
216	Genentech	Alexander Hardy	Health and Wellness
217	Ingram Micro	Alain Monié	Tech
218	Sony	Kenichiro Yoshida	Media and Entertainment
219	Grammarly	Rahul Roy-Chowdhury	Business and Consumer Services

Retail Ranking Snapshot

H&M is ranked #35 in the Retail Industry. It ranks just behind PetSmart and just ahead of Zumiez.

RANK		Location
33	Zappos	Las Vegas, NV
34	PetSmart	Phoenix, AZ
35	H&M	Stockholm
36	Zumiez	Lynnwood, WA
37	Ulta Beauty	Bolingbrook, IL
38	QVC	West Chester, PA
39	Old Navy	San Francisco, CA