H&M & Kiindred Partner To Launch Online Hub For Expecting Parents


Outfits enterprise, H&M has partnered with Australian parenting platform, Kiindred to launch a new on line material hub, “H&M and YOU”.

With method and preparing led by Zenith, the partnership sees H&M focus on making a further relationship with new and expecting dad and mom as a result of expert-led information designed by influencers in the local parenting room.

Zenith Sydney handling director, Jonny Cordony, reported although it is a truism to say “it requires a village to elevate a child”, mother and father are usually met with data overload with each and every research, click or question.

“H&M and YOU” aims to present a digital village that responds to the quite a few strategies new and expecting moms and dads search for link and guidance.

“By harnessing the believability of the Kiindred system, being capable to hyper-focus on buyers by their child’s specific age and needs, and leveraging details acquired by on the web engagement, the articles hub aims to embed H&M as a relevant, relatable supply for parenting assist and supplies – in the long run changing dad and mom into extensive-phrase customers whilst creating a dependable relationship with the brand”, Cordony stated.

“H&M and YOU” will integrate a shoppable e-commerce hub by means of Kiindred, allowing customers to uncover and invest in much more sustainable little one outfits, though tuning into their favourite industry experts speaking on suitable subject areas. It will also involve realistic, authentic item reviews from actual mothers and fathers.

H&M advertising supervisor, Lucia Garajova, reported, “Through H&M’s partnership with Kiindred, we needed to develop a platform in which dad and mom can faucet into a trusted source of expert understanding, while presenting H&M as a manufacturer that actually understands and supports their parenting journey.

“Data-guide focusing on and amplification alongside with the Kiindred team’s abilities in producing relevant, participating and effortless-to-digest written content will assist us to foster an authentic and significant connection with our new and current consumers.”

Kiindred founder, Emmy Samtani, additional, “We know that the to start with calendar year of parenthood is a single wild ride. Details overload is extremely actual, and today’s mother and father need to have data that is equally useful and well timed. At Kiindred, we believe that this is the recipe for navigating parenthood with assurance.

“We’re thrilled to spouse with H&M and Zenith in bringing to daily life the “H&M and YOU” hub to assist households. Right after all, this is what group is definitely about”.

The development of a co-branded on the web articles hub is a model very first for H&M in Australia. The campaign will start in early March, and run until finally August 2022.


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