Cecilia Stromblad-Bransten discusses how H&M plans to balance sustainable practices with affordable pricing.
At the headquarters of H&M Group in Stockholm, an overview of the fashion retailer’s commitment to sustainability was provided by Cecilia Stromblad-Bransten, the company’s head of resource use and circularity. In an exclusive conversation with “Kathimerini,” she outlined efforts to balance environmentally friendly practices with the retailer’s goal of maintaining affordable prices for consumers. H&M, established in 1947 by Erling Persson as a women’s clothing store, now boasts over 4,300 locations in more than 75 countries, including around 35 stores in Greece since its entry into the market in 2007.
Stromblad-Bransten explained that integrating sustainable methods into production processes is not devoid of challenges, as such practices can initially be more costly than traditional methods. She stated, “From the moment we design a piece of clothing, we have to choose a recyclable material instead of a conventional one and then produce it using less water, less energy, and fewer chemicals.” This holistic approach to sustainability is not just a preference; it is deemed essential in the current climate where demand for greener products is rising.
The company commits to meeting the principles of the circular economy, which encompasses the four “R’s”: Repair, Reuse, Remake, and Recycle. These are increasingly becoming critical to fashion consumers, especially younger generations. According to a report by ThredUp, 65% of millennials and Gen Z reported purchasing second-hand clothing in 2023, highlighting a significant shift in consumer behavior. The report indicates that second-hand clothing and footwear markets are growing three times faster than traditional markets. Estimates suggest that this sector will comprise 15%-20% of the total clothing and footwear market by 2030, reaching values upward of $350 billion by 2028.
Amid global economic uncertainties and a political landscape that includes potential trade wars, Stromblad-Bransten emphasized H&M’s resilience. “We are in a world where the political environment is constantly changing, but we are also a large company. We are accustomed to this,” she noted, indicating the company’s endeavors to adapt while supporting policies that encourage sustainability. H&M has pledged that by 2025, all polyester garments will utilize 100% recycled polyester, with plans for its production energy sources to transition entirely to renewable resources by 2030.
Moreover, the introduction of resale programs by fashion retailers is becoming a common strategy, with H&M among the brands taking part. This initiative not only meets increasing consumer demand for second-hand options but has proven financially beneficial as companies reporting such programs have seen substantial revenue increases. Stromblad-Bransten further articulated the importance of expanding growth through diverse revenue channels, stating, “It’s not just about selling more. This is about expanding our revenue streams, with sustainability at the core of how we do this.”
Ultimately, H&M aims to strike a balance between profitability and responsibility, ensuring that future offerings are designed for longevity and recyclability while continuing to cater to diverse consumer needs.
Source: Noah Wire Services
