H&M East Asia boss Aneta Pokucinska on the company’s localised growth strategy

H&M Myeongdong store with immersive fitting room featuring Kiss of Life’s Julie and Haneul.
Nestled in the pulsing heart of Seoul’s vibrant Myeong-dong shopping district, H&M’s concept store isn’t just another retail outlet but a bigger part of the group’s bet on Asia.  “We have been very much focused on enhancing and elevating our customer experience, and we’ve done a couple of innovative things,” Aneta Pokucinska, MD of the East Asia region at H&M, told Inside Retail.  “We have introduced services where customers can track down real-time

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