a core collection of menswear classics with clean cuts, simple designs and quality fabrics – the ideal wardrobe foundation, made to last. H&M ESSENTIALS is a continuous range available in stores and at hm.com.
my responsibilities
Challenge
Our team was tasked with the redesign of the Continuous Essentials site to focus on quality and style, improving customer perception of H&M menswear and helping them discover their personal style.
Our proposed solution involved a bold new content direction for the Mens Essentials line, specifically targeting a younger demographic in alignment with H&M's audience. We developed a compelling storyline that effectively showcased the creation of the line, introducing the talented makers behind it. Furthermore, we integrated QR codes onto the essentials garments, which, when scanned, provided customers with valuable additional product information, including care instructions, mending tips, and styling suggestions. This integration greatly enhanced the user experience, building trust and credibility in H&M's menswear collection.
“Quality is defined as something that lasts. It’s an ongoing work.”
