H&M becomes the most searched sustainable fashion brand

According to data from online marketing solution firm SEMrush, when it comes to looking online for recycling apparel, H&M is the most searched sustainable fashion brand, followed by Coach and Patagonia.

H&M sustainable fashion brand

Jana Garanko, a spokeswoman for H&M, said that the interest in recycling fashion is growing every month, and the online search trend skyrocketed in January 2019 with each successive month since experiencing an increase in searches. According to Garanko, it is part of a more concerted effort by consumers to be greener and reduce waste that has been on a continuous rise in recent years. Online searches for fashion recycling are especially prominent in the U.S. It is likely to be a top search trend in the retail industry for 2019.

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Other brands that garnered the top searches for recycling clothing are Hollister, Nike and Levi Strauss & Co. In spring this year, in SEMrush’s annual list of most searched for global fashion brands, H&M was also number one and had knocked Macy’s Inc. down to the number-two position, while Russian e-commerce site Wildberries came in third.

Industry experts expect online searches for products to continue their upward trajectory. However, last month, FTI Consulting forecasted a slowing pace of online revenue gains. Researchers at the firm said the share of online sales will continue to take a larger bite out of total retail sales even as the pace of sales gains slows:

“Online retail sales growth “year-over-year has slowed for four consecutive quarters for the first time since 2012 and may have reached an inflection point that could result in slowing growth moving forward.”

RELATED: Are we tired of fast fashion?

H&M sustainable fashion brand

What is your favourite sustainable fashion brand out there? Let us know in the comment section below.


Images: Wikimedia, Unsplash

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