Spotify success for H&M as Swedish fashion retailer reimagines how music lives within its brand

H&M is laying claim to the largest organic branded playlist on Spotify.

The Sound of H&M is uploaded every Friday and played daily in the retailer’s stores

In a LinkedIn post, Bianca Franklin, Global Business Development - Music & Brand Experience, said: “What started as a bold vision to reimagine how music lives within our brand has grown into something extraordinary. Through creativity, consistency, and incredible partnerships, we’ve built a music identity that truly resonates - with our customers, culture, artists and fans around the world.”

She added: “Thank you to our curation team at Ohlogy, Johanna Svedberg (Senior Client Partner at Spotify) and team at Spotify and everyone who has been part of this journey. We look forward to growing it even further! New music and artist cover every Friday.”

Slowdown

H&M’s sales declined in the second quarter of its FY2024/25, falling 4.8%, dragging down its H1 sales which decreased 1.1% to SEK112 billion.

This performance mirrors the slowdown experienced by competitor Inditex, albeit more severe, as its sales grew a timid 1.5% in the quarter to the end of April, indicating an overall reluctance from shoppers to spend amid the tense geopolitical climate.

However, H&M’s slowdown in reported currency was made worse by a strengthened Swedish Krona, as its sales in local currencies grew 1%. These currency issues combined with higher freight costs and markdowns led the group’s operating margin to drop 1.7ppts to 6.4%.

2025 RTIH INNOVATION AWARDS

Physical stores will be a key focus area at the 2025 RTIH Innovation Awards.

The awards, which are now open for entries, celebrate global tech innovation in a fast moving omnichannel world.

Our 2024 hall of fame entrants were revealed during an event which took place at RIBA’s 66 Portland Place HQ in Central London on 21st November, and consisted of a drinks reception, three course meal, and awards ceremony presided over by comedian Lucy Porter.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “The event is now into its sixth year and what a journey it has been. The awards started life as an online only affair during the Covid outbreak, before launching as a small scale in real life event and growing year on year to the point where we’re now selling out this fine, historic venue.”

He added: “Congratulations to all of our finalists. Many submissions did not make it through to the final stage, and getting to this point is no mean feat. Checkout-free stores, automated supply chains, immersive experiences, on-demand delivery, next generation loyalty offerings, inclusive retail, green technology. We’ve got all the cool stuff covered this evening.”

“But just importantly we’ve got lots of great examples of companies taking innovative tech and making it usable in everyday operations - resulting in more efficiency and profitability in all areas.”

Congratulations to our 2024 winners, and a big thank you to our sponsors, judging panel, the legend that is Lucy Porter, and all those who attended November's gathering. 

For further information on the 2025 RTIH Innovation Awards, please fill in the below form and we will get back to you asap.