H&M's brand personality

Playful

H&M can be characterized as playful. On the one hand it is completely logical and on the other it has the urge, with moderation though, to wonder. It is creative but definitely not a bewildering experiment.

Neat

H&M can be characterized as easygoing. The overall appearance of it is a carefully struck balance between messiness and impeccability. It will provoke its users to examination but not to wild experiments.

Lively

H&M can be characterized as lively. In terms of appearance, it seems to strike a balance between liveliness and modesty, and lends itself perfectly to be used individually as well as with others.

Tolerant

H&M can be characterized as tolerant. Its appearance casts a balance between bold and caring. It wants on the one hand enforce its design to the user and on the other meet its user’s needs.

Sensitive

H&M can be characterized as sensitive. Its appearance casts a balance between self awareness and dependance. In fact it must be able to meet solicited and unsolicited use needs.