H&M has admitted that it needs to improve consistency in its sizing after receiving backlash from customers over its returns fee for online returns.
Chief executive Helena Helmersson acknowledged the issue, telling the BBC: “There’s always improvement to make.”
She said the fashion retailer was taking active steps to make sure that “whatever customers buy, they want to keep”, for example, improving its sizing guides for customers.
Helmersson added that the chain had “lower returns than many others”.
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The chief executive’s comments come as customers took to social media to complain about news that H&M was planning to introduce new charges for online returns made in-store.
The retailer quickly backtracked on its decision, claiming the information on its website had been “inaccurate”.
H&M currently charges for online returns made by post from non-H&M member.
Head of investor relations Joseph Ahlberg said on Wednesday that the retailer had introduced the fee “to remind consumers to be mindful of making returns due to the climate impact”.
He said: “It’s a win for the consumer, helping them to make good choices, it’s a win for the environment, with less transport and emissions, and it also will benefit our model I think over time.
“We have an omni-model and this is part of the advantage of offering our fashion both in stores and online.”
H&M posted a bigger than expected rise in quarterly profits on Wednesday despite sales remaining mostly flat.
Operating profit skyrocketed to £353m, up from £67m, in the three months to 31 August thanks to its cost cutting programme bearing fruit.
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