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It has been more than a year since H&M promised online shopping to its U.S. customers, and now the fashion retailer says Americans will have to wait until 'sometime this summer'.
In the Swedish company’s annual report, released Tuesday, executives refused to be more specific - which could mean even longer waits for U.S. customers unable to take advantage H&M's exclusive online products, like its plus size line.
So far, H&M only offers online shopping to customers in eight of its 48 markets around the world: Sweden, Norway, Denmark, Finland, Germany, the Netherlands, Austria, and the U.K.
Long waits: It has been more than a year since H&M promised online shopping to its U.S. customers, and now the fashion retailer says Americans will have to wait until 'sometime this summer'
Back in January 2011, the company tweeted excitedly: 'H&M has decided to have online shopping in the U.S. at the turn of the year 2011/2012! Stay tuned for more.'
But the fast-fashion retailer has twice delayed the start of an online operation in the U.S., and even aborted a much publicized launch in September.
When H&M launched its 'Inclusive' collection in 2011, which had a 'wider than usual range of sizes' - U.S. size zero through to size 20 - American customers were left disappointed, unable to purchase the much-awaited products which were only available online.
'One can never be 100per cent certain, but the risk of further delays is very small'
H&M, which has built a reputation for offering fashionable clothing at inexpensive prices, is the slowest fast-fashion retailer to enter the U.S. online retail market - which will generate approximately $ 262billion this year, according to Massachusetts-based Forrester Research Inc.
Its global rivals, including Zara and Uniqlo, already sell online in the U.S. - even though they are based in Spain and Japan, respectively.Â
Chief Executive Karl-Johan Persson said at a press conference last Thursday that he is confident the company's next attempt at online shopping 'sometime this summer' in the U.S. will be a success.
Lining-up: So far, H&M only offers online shopping to customers in eight of its 48 markets around the world: Sweden, Norway, Denmark, Finland, Germany, the Netherlands, Austria, and the U.K.
But he wasn't able to specify a date. 'Of course, one can never be 100% certain, but the risk of further delays is very small,' he said.
H&M, which has 269 stores in the U.S., explained that entering the market smoothly, without any customer-care and security glitches, is its top priority.
H&M's head of investor relations, Nils Vinge, said the company had previoulsy underestimated the complexity of America's online retail market - where taxes vary by state, shoppers expect free shipping and returning goods free-of-charge is standard procedure.
Retail analyst Jamie Merrimen said that H&M 'charges for delivery in the U.K. and other markets in Europe, but charging for shipping is less common in the U.S.
'For example, Zara offers free delivery and free returns in the U.S., as does [online fashion retailer] Asos…I believe that H&M is likely evaluating what they need to offer with respect to shipping in order to have a competitive offer.'
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