Brand sentiment analysis
What does the world think of H&M?
The sentiment score is available in the full report.
Mixed, leaning negative
Score in full report
H&M faces severe operational and reputational headwinds. Trustpilot ratings of 1.4/5 document widespread complaints about delivery delays, missing parcels, poor quality, and unhelpful customer service, while independent fashion media highlight the brand's failure to shift perceptions away from fast fashion despite sustainability investments. However, recent designer collaborations (Elie Saab) and strong app ratings (4.8/5) signal some consumer enthusiasm for collections and mobile experience, and a 2025 sustainability ranking win shows marginal progress on environmental transparency.
Designer collaborations and product excitement
The Elie Saab x H&M collection has generated genuine consumer interest, with social posts showing excitement and sell-out demand. The brand also achieved 1st place in Fashion Revolution's 2025 What Fuels Fashion? Report for transparency on decarbonisation efforts, up from 3rd in 2024.
Detected concerns (locked)
Get a fresh H&M report
Made when you order, with today's data: every negative theme, a platform-by-platform breakdown, competitor comparison, audience profile and a step-by-step improvement plan.
Order a fresh report · €20.99Show your score
Embed this live badge on your site - it updates automatically and links back to this page.
<a href="https://pollyx.org/en/sentiment/h%26m" target="_blank" rel="noopener"> <img src="https://pollyx.org/api/badge/h%26m" alt="H&M brand sentiment score by PollyX" height="28"> </a>