Stylemine – a social fashion app for H&M Group
Stylemine started as a project within H&M to look at potential concepts for the future of the online store. Glauser Creative worked close with a small internal team and developed different concepts based on user research and data.
A first prototype of H&M Styles was built during fall 2020 and tested with real customers. After evaluating the result and looking at the big picture a new concept was developed by Glauser Creative together with the team at H&M, and built by an app agency.
Inspired by my previous history in creating a social app for the same target group, we set a new goal for the app. To become the go to destination for style inspiration for Gen Z. An Instagram for style and fashion.
The challenge of creating a new social app
A huge challenge in creating a social app from scratch is getting the initial traction for it. What we did was having a very focused user experience with a clear message. Get inspired – Get the look. And also working closely with the target group, in this case young fashion interested females.
The empty night club problem
By getting the right users and the right content in from the start we tried to avoid the “empty night club problem” that a lot of social apps struggle with in the beginning. An important part of this was being active on other social apps where the target group already was. Mainly Instagram and TikTok.
“Since I moved to Stockholm all the gossip have been about the Styles app in my friend group!”
Feedback from a user of the Styles app
Styles becomes Stylemine
Also we quite clearly understood that an app about inspiration needs to include more brands than one. You don’t shop all your clothes at H&M. So we renamed the app to Stylemine and made it more brand neutral. Adding a lot of clothes from other brands as well as second hand items.
“Honestly I have been looking for an app like this for a long time, you get a lot of inspiration and MUCH MORE!”
Feedback from user of the Stylemine app
Stylemine have more than 300 000 signed up users that together have posted more than 400 000 outfit images.
The Stylemine app is no longer available. Due to reprioritizations and reorganizations within the H&M Group.
Glauser Creative worked with the strategy, graphic identity, brand, growth, marketing, user experience and concept among many things contributed to Stylemine.
