Latest report from leading fittings solution provider True Fit names H&M, M&S and New Look amongst UK’s most favorite fitting brands. As per a Real Times report, the world’s largest apparel and footwear data set, True Fit’s Fashion Genome™, connects preferences and attributes from 89 million active members to data on over 17,000 brands across its global network. In 2022, True Fit’s shoppers selected H&M as the number one brand for its fit followed by M&S, New Look, Next and Nike.
Swedish fashion group, H&M,’s focus on transformation initiatives and investment in digital over the last two years, helped the brand to adapt to changing consumers’ needs, says Helena Helmersson, CEO. They helped the brand to raise pre-tax profits by 64 per cent during fourth fiscal quarter in November. True Fit’s analysis also demonstrated the role fit and sizing continue to play as an essential part of its customer engagement and loyalty strategy.
The list containing UK’s top 10 favorite fitting brands for 2022 included new entrants from Direct To Consumer (D2C) brands. These included sportswear and athleisure brands, Nike and Adidas, who leveraged digital as an enabler to create direct relationships with their customers, as well as British fashion brand, Boden, for whom D2C has become an increasingly important channel.
