Retail in Asia


H&M Group partners with Google Cloud to launch “data mesh”

H&M Group and Google Cloud are reported to announce a partnership which will add additional intelligence to the fundamental foundation of the Swedish fast-fashion retailer.

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The two companies have an existing relationship from years of collaboration, however this launch will signal a new milestone for the cooperation, indicating that they are intensifying their relationship.

“We are now further accelerating digitalization as we believe in sustainable growth powered by advanced analytics and tech,” said Alan Boehme, H&M Group’s chief technology officer.

The project comprises what is known as a “data mesh,” a system created to increase access to all forms of data and events from many business segments, including retail, e-commerce, as well as the ecosystem and suppliers for its brands.

In-store or online, the partners are eager to provide “new and exciting customer experiences, whether that’s in-store or online,” according to Eva Fors, general director of Google Cloud Nordic Region.

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Given that the fashion store has experience with data intelligence, some say that H&M Group would be the perfect partner. More than 200 data engineers and analysts are currently employed by the fashion house, and its most recent job listings indicate that it is still accepting applications. Their work includes everything from demand forecasting and trend analysis to supply chain optimization for a more sustainable system, a cause that Google Cloud also supports.