C O N S U M E R A N A L Y S I S:
H&M Women’s “Conscious” Consumer Those who have bought H&M’s Conscious products: Generally looks for: • Good quality- long lasting • Nice/soft feel • Perfect for basics • Simplistic style • Trendy • Colorful • Options for occasions • Would pay a bit extra for sustainable For Swimwear: • Soft • Breathable • Adjustable • Fitting for everyone • Neutral tones • Trendy colors • Sexy but comfortable
Interview questions and a further analysis are shown in the Annex: Figure 6
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