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Why do we use your personal data?
We always want to exceed the expectations of our customers and users. Only with the right offers and by providing the best user and shopping experience, we can stay relevant. For this reason, we may use your personal data to evaluate, develop and improve our products, services, systems, supply chain and store premises. For this purpose, we will not analyze your data on an individual level but on an aggregated level.

How do we use your personal data?
We will only use personal data for a development and improvement purpose if it is strictly necessary and cannot be achieve with less intrusive means. This means that we will protect and secure your data to the extent reasonably possible, for example by appropriate pseudonymization and encryption techniques or by data anonymization.

We will not collect any personal data for this purpose only. Any data used for the purpose of development and improvement have been collected for different objectives. We may for example use online transaction data for the purpose of developing our online order system.

We may also use personal data received from web cookies, pixels, plug-in or other web tracing technologies.

Who has access to your personal data?
Your data may be shared within the H&M Group. Data that is forwarded to third parties, is only used for the development and improvement purpose mentioned above. We use web-analysis companies to analyze our customer online behaviour on an aggregated level.

What is the legal ground to process your personal data?
The processing of your personal data for the purpose to develop and improve our services and products, is based on our legitimate interest as a business.

The use of data collected for this purpose by web cookies, pixels, plug-ins or other tracing technologies require your prior consent. About cookies, read our Cookie Notice here.

How long do we keep your data?
We will process your personal data no more than necessary for us to fulfill the purpose. Thereafter the data will be immediately erased for this type of use.

Your right to object to processing of your data
You have the right to object to the processing of your personal data that is based on COS legitimate interest by contacting Customer Service at