H&M – Hurtful & Mean
A couple of weeks ago, we were berating New Look for their ridiculous pricing.
They were charging people over a certain size more money for items that were otherwise identical to those in the standard collection.
Talk about giving customers an emotive end-user experience and shaming them about their size by imposing a ‘fat tax’ on plus-sized clothing.
People come in all shapes, sizes. We have different skin tones and sexual preferences too.
But surely all customers are, effectively, created equal and should be treated as such?
Well, apparently not.
H&M have been making weight-related waves too.
Customers have been flooding the Swedish clothing brands with complaints about their sizing.
Shopper Rebecca Parker was one angry and frustrated consumer who put pen to paper, criticising that their clothes were not sized correctly.
As a size 12-14, she could barely fit in to a size 14 pair of jeans from the chain.
The brand has clearly been labelling clothes as a size that they obviously weren’t.
As a 25-year-old, Miss Parker said she was content with her body.
It would have been a different story though, if she was an impressionable teenager.
In a world where it seems appearance is everything, no-one wants to try on ‘their size’ in their favourite clothing store, only to find the item is too small.
Having to reach for something in a bigger size can be far too much of an upsetting and emotional end user experience for anyone. Especially impressionable young girls.
And it’s the younger generations that H&M targets.
They emblazon items of clothing with slogans such as #GRLPOWER or SISTERHOOD.
But their sizing policy seems more to say ‘sorry fatty, you need to size up.’
Not exactly empowering or encouraging young women to accept their bodies.
Fortunately, customer feedback management teams for H&M appear to have listened to complaints from Rebecca, as well as many other consumers who have aired their grievances about the sizing issues.
The chain has said they will take steps to changes their womenswear measurements to be in line with UK sizing.
Presumably as opposed to the random Swedish measurements that meant everyone was a size or two larger than they assumed.
So now, apparently, the measurements and fit of a former size 12, will be the measurements and fit of a size 10.
Slightly confusing, considering that a size 10 should have been exactly that in the first place, but a breakthrough all the same.
Some women have boobs and bums. Some don’t. But either way, no one wants to have to buy a dress two sizes bigger than their standard size and, even then, find they are struggling to breathe because it’s still rather tight.
This is exactly what happened student Lowri Byrne, who attacked H&M on Facebook after complaining that a size 16 dress was uncomfortable. Even though she was a 12.
The shop assistant had even told her ‘yes, you need to go up a couple of sizes with this one.’
What?! Can’t imagine that gives many shoppers consumer satisfaction.
Still, they appear to be listening. Let’s just hope they follow through with their promises to review their sizing policy.
If they do, at least it should stop them from pushing away shoppers who really take to heart what dress size they wear.
Meeting customer requirements…
Effective customer feedback management is of paramount importance for any business if they want to succeed in this competitive world.
Of course, you can’t get things right from the outset all of the time.
But, don’t customer satisfaction wane and wait for negative user feedback to come flooding in. Try to stay one step ahead.
If you don’t know what it is that your consumers want, think and feel, then it’s time to find out.
End-user experience monitoring can help you understand your business from the customers perspective.
Make your customers happy and they will come back to you time and again. And they’ll spread the word.
Retaining existing customers is easier (and cheaper!) than sourcing new ones.
It’s not rocket science.
And surely an army of loyal customers is more appealing than constantly battling to appease a mass of disgruntled shoppers?!
Get in touch with the team here at The Monachie Project to discuss how our user experience monitoring and analytics can help you stay one step ahead.