Resell at H&M
This week, the H&M Retail Club had a sustainability workshop with the H&M
representatives Alexandra Frid Razola, Maria Kirilenko and Mikael Ekstrand.
The retail industry ongoing an extensive transformation today, where fashion retailers are
on a quest to transform their business model from linear to circular thinking. H&M has the
goal of 2030 to double their sales while at the same time halving their carbon footprint.
One of the actions by the firm is the focus on the resell, as it is one of the significant
contributors to this goal. It supports both an increase in pieces sold and less carbon
Students were, during the workshop, allocated into smaller groups to solve a
case on how to set the best price for second-hand garments sold on hm.com. In the
decision, the groups considered several parameters, such as condition, amount of spins,
specific materials, trends and seasonality. Several groups included the use of artificial
intelligence within their solution.
Karin Östberg, Key Account Manager, H&M's Retail Club