Apr 5, 2019
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H&M launches Itsapark for styling questions and ecommerce guidance

Apr 5, 2019

H&M Group’s latest venture aims to provide a platform where shoppers can give and receive styling tips and guidance in the ecommerce fashion world.


Launched on Wednesday in Beta version, Itsapark describes itself as “a meeting place where people grow, connect and discover new things”. Users can ask questions such as ‘what should I wear on a first date?’ to ‘how do I dress for an important interview while still looking unique?’ and get answers from three ‘creators’ who are assigned and rewarded by Itsapark to participate.

“Sometimes fashion can be rather confusing and time-consuming, but it doesn’t have to be. Our mission is to create a meeting place where people can exchange ideas and advice around fashion. We'd love to invite you to join in the discussion and get answers to your most immediate style needs,” the company said in its website.

The answers are provided in Instagram-style image or video form, with a link to all products mentioned  — even if they are not from an H&M-owned brand. Rival labels including Asos, Topshop, River Island, New Look Supreme and Comptoir Des Cotonniers are currently linked, sending users to third-party sites to place an order.

H&M Group said Itsapark taps into an opportunity to make fashion easier by creating a space where people can get honest answers to their fashion questions.

It didn’t provide an exact timeline for the platform’s final release, but it did say this will happen “as soon as they feel the platform is ready and can offer users the full experience”. Meanwhile, shoppers are encouraged to follow Itsapark’s social channels to stay updated about events and workshops.

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