H&M turns to music to boost loyalty programme
Fast fashion retailer H&M has launched a music partnership that it says will support independent and breaking artists.
The H&M Music scheme will bolster the company's existing loyalty programme, offering shoppers tickets to exclusive live events and a discovery mechanism for independent artists.
It will be available through the H&M app, which already offers perks such as discounts, rewards, and tickets to limited events.
Perks are secured by collecting points awarded for purchases.
Gabrielle Aplin, a singer-songwriter, will be the first artist featured on the scheme. She will perform an exclusive concert for H&M Music users, and has given her name to a clothing range at the retailer.
H&M Music has been developed in partnership with label services company AWAL. Experiential production and ticketing will be provided by London ticketing startup Dice.