H&M brand profile Germany 2024| ��ƽ��

H&M brand awareness, usage, popularity, loyalty, and buzz among fashion store customers in Germany in 2024

Characteristic	Share of respondents
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Number of respondents

1,112 respondents

Age group

18-64 years

Special properties

respondents who use fashion stores

Supplementary notes

During the survey, the questions were phrased as follows:

Brand Awareness: Do you know this brand, even if only by name? If you know the brand, please swipe right. If you do not know the brand, swipe left.
Brand popularity: When it comes to fashion stores, which of the following brands do you like?
Brand usage: When it comes to fashion stores, which of the following brands have you used in the past 12 months?
Brand loyalty: When it comes to fashion stores, which of the following brands are you likely to use again in the future?
Brand buzz: Which of the following brands have you noticed in the media, on social media or in advertising in the past 3 months? Please think of news coverage, public discourse, sponsored content, and advertising.

Citation formats

How high is the brand awareness of H&M in Germany?
When it comes to fashion store customers, brand awareness of H&M is at ** percent in Germany. The survey was conducted using the concept of aided brand recognition, showing respondents both the brand's logo and the written brand name.

How popular is H&M in Germany?
In total, ** percent of German fashion store customers say they like H&M.

What is the usage share of H&M in Germany?
All in all, ** percent of fashion store customers in Germany use H&M.

How loyal are the customers of H&M?
Around ** percent of fashion store customers in Germany say they are likely to use H&M again.

What's the buzz around H&M in Germany?
In 2024, about ** percent of German fashion store customers had heard about H&M in the media, on social media, or in advertising over the past three months.

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