瑞典時尚品牌H&M在英國、瑞典等國家已設立線上購物網站 （見圖一），在歷經多次延緩後，2013年8月1日終於推出眾所矚目的美國線上購物網站。H&M已將觸角延伸至48個國家，是全球第二大時尚產品零售商，目前在美國有269家實體門市，線上購物網站的建立將持續支持H&M的人氣和成功。

H&M美國區總裁Daniel Kulle表示：「H&M對線上購物網站的成立感到非常興奮，這將使H&M多重配銷管道更完善。除了將近300家的實體店面外，消費者現在也能透過智慧型手機、電腦等工具，24小時都能選購商品。」

線上購物網站提供門市販售的商品，也為女性提供大尺碼的產品，搶攻每年140億的大尺碼產品市場。此外，透過線上購物網站，消費者在產品正式上市前兩周就能預購巴黎時尚秀的商品。

透過線上購物網站，H&M也能行銷集團內的新部門──居家產品部。居家產品部門為臥室、浴室、廚房提供平價且兼具美學設計感的產品。線上網站整合H&M商品、時尚流行趨勢、專家評論等資訊，為品牌塑造與消費者生活高度連結的形象。

At last, Swedish fast-fashion retailer H&M has launched an e-commerce site for eager American shoppers. After much anticipation and several delays, the site launched on August 1, while there are already online shops set up in Sweden, the UK and other global markets.

With 269 stores in the US, the addition of online shopping will only bolster the popularity and success of the world's second largest fashion retailer, which has a presence in 48 countries.

"We are thrilled to launch online shopping in the U.S.," Daniel Kulle, US President for H&M said in a press release. "This significant milestone fully rounds out H&M's multichannel offering. Along with close to 300 stores, our US customers will now have twenty-four hour access to the best of our fashion and home collections via their computers, smartphones, and tablets from anywhere in the US."

The retail site offers a variety of exclusives in addition to featuring clothing for men, women, plus-size, children and online only items. For the first time, additional sizes will be available for female customers, giving H&M an even bigger piece of the $14 billion plus-size clothing industry. Online shoppers will have access to pre-purchase some items from the Paris Show Collection, two weeks before the merchandise hits stores.

The online launch also introduces the company's new Home department. Home goods with an H&M aesthetic are available for bedroom, kitchen, bathroom and more at H&M's famously low prices. The site is complemented by H&M Life, a blog with street style, trend reports and interviews. The addition of the blog solidifies the retailer as a lifestyle brand, with all a consumer's needs actualized on the new site.

摘譯自BrandChannel：