Why do we use your personal data?
We will use your personal data to give you service and support and to improve the overall experience of the service, through email, chat function, telephone and social media. In this context we will use your personal data to manage your questions, handle complaints and warranty matters and to provide technical support. We will also analyze data on an aggregated level to gain insights in customer preferences, expectations and trends etc. 

We may also contact you through email, telephone, social media or any other means if there is a problem with your order or request your participation in a customer survey, which is however voluntary.

How do we use your personal data?
We will only use such personal data necessary for providing the service to you in a secure and efficient way. We will use the personal data you provide us with when you contact us, such as contact details, birth date and other necessary information. In order to resolve your case, we may also need to access and use transaction data such as order, payment and delivery information. 

Occasionally, we may record and co-listen to your calls. This will take place only for the purpose of technical troubleshooting.

Who has access to your personal data?
We may share your personal data within the H&M Group whenever necessary to fulfil the intended purpose. For the same reason, personal data is also shared with suppliers carrying out certain tasks on our behalf, such as externally operated call centers.

H&M is always fully responsible for its suppliers.

We may from time to time also share personal data with independent third parties, such as electronic communication providers and social media platforms for sending notifications or reaching out to you regarding a customer service matter. Please be aware that many of these third party recipients may have an independent right or obligation to process your personal data in their own names.

Except as explicitly stated herein, we never pass on or swap your data to any third parties.

What is the legal ground to process your personal data?
In order to provide you with the best possible Customer Service, we must collect and use your personal data. This is justified on our legitimate interest as a business.

How long do we keep your data?
We will keep your data for as long as we need to handle your case/query/ grievances. We may continue to keep and use your data if we have outstanding obligations to you or by any other reasons are prevented from erasure.

Case logs are stored for a maximum period of seven days. No recordings will be stored for more than 72 hours.

Your right to object to processing based on legitimate interest:

You have the right to object to the processing of your personal data that is based on H&M's legitimate interest by contacting Customer Service at

Please read our full  Privacy Notice