Powered by the self-learning algorithms of image recognition technology, Image Search is a tool that helps customers move directly from inspiration – in for example social media, screen shots or own photos – to purchases via the H&M mobile app. Users simply feed a picture of a style they like to the app and the app will immediately present one or several similar purchasable products from H&M’s wide online assortment. Image Search is shown as a camera icon in the top right corner of the H&M app.
H&M’s Image Search was first launched in May 2017 in the UK, the Netherlands, Denmark and Finland. In late September, the app became available in a further nine markets: Belgium, France, Italy, Russia, Spain, Switzerland, Turkey, Ireland and Poland. Currently live in 13 markets, the plan is to launch Image Search across more H&M markets further ahead.
As with other H&M digital features, such as #HM Gallery and My Style, Image Search takes further steps to combine visual discovery with new technology, to make shopping even more convenient and inspiring for customers. At H&M, customers should be able to discover and shop H&M fashion in their mobile devices whenever and wherever they like, including H&M’s followers on Instagram. H&M has more than 23 million followers on Instagram.
#HM Gallery is an easy and inspiring way to make the content of Instagram pictures purchasable through user generated images as well as H&M’s own pictures. My Style is an inspirational and partially personalised product feed, which increases online exportability. The feed uses Instagram pictures when available and every image includes at least one purchasable H&M item. #HM Gallery and My Style are available in most of H&M’s 43 online markets globally.