H&M adds H&M Music to digital loyalty programme
H&M UK has launched a special music partnership as it looks to provide customers with a new benefit within its digital loyalty programme.
Working closely with a range of music industry partners, H&M Music aims to raise the profile of independent music artists whilst rewarding H&M customers with exclusive events. Members will have the opportunity to discover new artists, access live events and receive other music related rewards.
H&M Membership is free to join via the H&M app or at hm.com. Members receive points with every purchase and benefits include discounts, rewards and access to VIP events.
The retailer has worked with a number partners to get the programme up and running. Record label AWAL has used its analytics to identify artists whose core audience overlaps with H&M’s target market. Meanwhile, DICE is managing the series of live events and experiential campaign services. H&M will also be working with a range of independent venues.
Singer-song writer Gabrielle Aplin has become the first artist to be featured in the programme. She has also co-designed a limited edition fashion collection for H&M which will be available later this month. It will include include two t-shirts, a hoodie and a sweatshirt.
Aplin said: “I am so excited to be working with H&M. To be the first artist to be involved is amazing and I can’t wait to see the H&M Members at the special gig in October. I have also designed some merchandise with H&M, the designs are sustainably made from organic cotton which was very important to me and I love how they turned out.”
H&M Members will also be able to apply for tickets for a private H&M Music concert with Aplin that will be held next month.
