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H&M shares rise amid tech innovation, UK sizing change

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Hennes & Mauritz shares are trading higher Tuesday, as the fashion retailer unveils two new tech innovations designed to impress consumers. In addition, the Swedish fashion store has announced it is changing the way it labels UK sizes after years of complaints its sizes were smaller than advertised.

By 1310 BST, H&M shares were 0.20% higher at SEK132.76. The stock has been on a downward slope for much of the past 12 months.

H&M tech updates

H&M announced Tuesday that it is developing a voice app for certain markets, in which shoppers can utilise a home stylist service through Google.

“H&M group is developing H&M Home Stylist; a voice application from Google Assistant, which provides personal styling suggestions, mood boards and inspiration for every room in the home – all easily accessible when you ask the Google Assistant to talk to H&M Home Stylist on your phone,” the Swedish fashion store said.

And, H&M is also working with Monki and HoloMe on developing a virtual service allowing shoppers to view certain items of clothing on a hologram. This will give them a clearer idea of how the garment will look when worn.

“At H&M group we constantly work on innovations that create extraordinary customer experiences,” said Elin Frendberg, H&M group Business Development.

“The fashion industry is changing fast and technology is more important than ever as an enabler in adapting to an ever-changing society,” Frendberg added.

UK size change

Recent reports have also highlighted that the fast fashion chain is making a change to the way it advertises its UK female clothing sizes.

After years of complaints that H&M’s clothes are a size or more, smaller than the labels indicate, the Swedish retailer is relabelling its sizes. A size 10 will now be labelled a size 12 and so on, all the way up to the size 20 that it sells.

“Following customer feedback, we are taking the steps to change our womenswear measurements to be in line with UK sizing, for example the previous measurements and fit of a size 12 will now be the measurements of a size 10,” and H&M spokesperson told HuffPost.

The labelling change is being rolled out at present but it will take time for all items available in the UK to be updated in stores and online.

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