H&M is targeting fashion-forward consumers at the height of the back-to-school shopping season with JCDecaux’s digital out-of-home networks in New York, Chicago, and Boston.
With strategic placement in and around key population centers and store locations, global fashion giant, H&M, is showcasing this year’s hottest styles on our can’t-miss digital screens across top U.S. markets.
![H&M on Chicago digital CIP](https://d3k1k88y44k0jy.cloudfront.net/wwwjcdecauxus/s3fs-public/styles/staggered_gallery/public/blocks/picture/2022-08/SM019390%40CHI8011MD_0.jpg?VersionId=bFNBUWoG65vAaS5iJB_Ga0lBbD_.ZWpP&itok=KDPGEx-f)
Chicago - Digital CIP
According to a recent consumer insights report from the Out of Home Advertising Association of America (OAAA) and The Harris Poll, shoppers are expected to spend more on back-to-school purchases this year as most students return to in-person learning.
![H&M on NYC digital bus shelter](https://d3k1k88y44k0jy.cloudfront.net/wwwjcdecauxus/s3fs-public/styles/staggered_gallery/public/blocks/picture/2022-08/hm%40MN0242AB%20_0.jpg?VersionId=1aWiDaoEp_RGQNOV4kUgPL5cfuzNm5ss&itok=YhJ5yK9a)
NYC - Digital Bus Shelter
Survey responses indicated that of the three quarters (75%) of shoppers planning to spend more than usual on back-to-school products, a third (32%) say they plan to spend a lot more than usual and nearly half (44%) expect to spend more than $500.
![H&M on Boston digital CIP](https://d3k1k88y44k0jy.cloudfront.net/wwwjcdecauxus/s3fs-public/styles/staggered_gallery/public/blocks/picture/2022-08/SM019388%40%20BSF0168MD_2_1.jpg?VersionId=aYBcK_lYQf6Z.D7DInzMGPMMUYoMNnLU&itok=OU6ISTL4)
Boston - Digital CIP
This campaign holds special relevance among American consumers, as 53% of respondents saying they plan on purchasing clothing, with 24% saying they will be spending more on clothing than any other items.
![H&M on Chicago digital CIP](https://d3k1k88y44k0jy.cloudfront.net/wwwjcdecauxus/s3fs-public/styles/staggered_gallery/public/blocks/picture/2022-08/SM019390%40CHI8080MD.jpg?VersionId=V0SVEQ4PhAYVMzF8g79SamNZ97cVpiJE&itok=Rcpi8rKd)
Chicago - Digital CIP
Additionally, H&M is taking advantage of last-minute back-to-school shopping habits; three in five (63%) of shoppers say they will be making their purchases in mid-to-late summer, with 43% planning to shop in August.
![H&M on Boston digital CIP](https://d3k1k88y44k0jy.cloudfront.net/wwwjcdecauxus/s3fs-public/styles/staggered_gallery/public/blocks/picture/2022-08/SM019388%40BSF0011MD_1.jpg?VersionId=b4o96pPiBvcGXSFKh08TD.I8Jcwt3ntV&itok=Fk-UtOlE)
Boston - Digital CIP
While most back-to-school shoppers (69%) plan on visiting physical retail stores during their purchasing journey, 40% will shop online. Accordingly, H&M is leveraging OOH’s ability to effectively drive both in-person and online sales.
![H&M on Chicago digital CIP](https://d3k1k88y44k0jy.cloudfront.net/wwwjcdecauxus/s3fs-public/styles/staggered_gallery/public/blocks/picture/2022-08/SM019390%40CHI8229MD.jpg?VersionId=qvvLHdrXuLTUJGiGbvP3klbSOplKqg75&itok=vilFUTkF)
Chicago - Digital CIP
OAAA and The Harris Poll found that of the 77% of consumers in large cities that have recently engaged with an OOH ad, 39% made a physical purchase and 43% visited the advertiser’s website.