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Published
Apr 4, 2022
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H&M, M&S and New look are top in UK for fit - report

Published
Apr 4, 2022

H&M, M&S and New Look are among the UK’s favourite fitting brands, according to the latest polling data from True Fit.


H&M Group


Shoppers selected H&M as the number one brand for fit in 2022, followed by M&S, New Look, Next and Nike in the top five for True Fit’s ‘Favourite Fitting Brands’ report. ASOS, Zara, Topshop, Boden and Adidas rounded out the top 10 brands.

The report said H&M, which also topped the poll two years ago, has focused on transformation initiatives and investment in digital over the last two years, which its CEO Helena Helmersson said were “especially important” in adapting to its customers increasingly digital-first needs, and helping it see a 64% rise in its Q4 pre-tax profits.

True Fit said size and fit are now critical elements of driving brand discovery online, giving first-time shoppers the confidence to convert by building trust through high-fidelity fit recommendations, to turn them into repeat, loyal customers.  

Among the UK’s top 10 favourite fitting brands for 2022 were several new entrants among direct to consumer (D2C) brands, as retailers have sought to grow and optimise their owned, direct sales channels. Already a trend before the pandemic, the D2C imperative has been further accelerated as brands look to capitalise on the rapidly growing and sustained digital demand among fashion shoppers prompted by the pandemic.  

Boden’s director of digital trading, Nicola Huet, said: “Our customers are at the heart of everything we do and empowering them to find clothes online that make them feel their best is crucial to ensuring customer confidence and loyalty.  [Fit] personalisation helps drive that experience and, in turn, has demonstrated tremendous impact on the business.”

Sarah Curran Usher, MD EMEA at True Fit, added: “Customers want to browse, buy and shop without fear when it comes to fit and size online. And this need has become elevated as shoppers have become more digitally-native and are now discovering new brands - or new categories from their known brands – online.  This means they need the confidence to convert, backed up with a product they will keep, so building trust into the buying journey, delivered through high-fidelity fit recommendations that are powered by data insights, will become paramount.”

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