H&M Group
(https://hmgroup.com) 📸 Data Snapshot: May 27, 2026
Identity & Authority — The Lens
Inspect the JSON-LD. Is there an Organization or Person schema, and does it carry sameAs links to real external profiles (LinkedIn, socials)? Missing schema or no identity declaration signals an anonymous entity.
Identity & Authority
Expert verifiability & Schema depth.
7
Impact Weight: 15 / 100
47% Reputation
A significant technical authority gap exists in the structured data; the schema_json for all pages points to an azurewebsites.net development URL instead of the production hmgroup.com domain, which is a major red flag for a company of this scale. While the site references financial reports and annual sustainability reports (2025), it lacks Person schema or sameAs links for its leadership team, choosing to remain a faceless corporate entity. The authority is derived from scale and financial transparency (investor reports) rather than named expertise or individual thought leadership.
The site makes bold claims regarding sustainability in its H3s and meta descriptions, yet the actual text on the sub-pages provided contains zero data points regarding carbon footprints, material sourcing percentages, or ethical labor audits. The performance evidence is strictly limited to financial and retail expansion metrics (buybacks, store counts), leaving the fashion with a conscience claims as unsubstantiated marketing layers. There is a clear tension between the ‘slow living’ brand signals and the ‘3,000 stores’ mass-market reality.
Identity & Authority is read from the structured data first: whether the site declares who it is in machine-readable schema, with verifiable identity links. Below is the schema captured per page, then the external proof links that support (or fail to support) that identity.
🔗 Identity & Technical Layer — schema JSON-LD: identity chains, entity gaps
Homepage schema
{
"@context": "https://schema.org",
"@graph": [
{
"@type": "Organization",
"@id": "https://hmgroup-prd-app.azurewebsites.net/#organization",
"name": "H&M Group",
"url": "https://hmgroup-prd-app.azurewebsites.net/",
"sameAs": [
"https://www.linkedin.com/company/hmgroup/",
"https://www.youtube.com/HMGroup"
],
"logo": {
"@type": "ImageObject",
"@id": "https://hmgroup-prd-app.azurewebsites.net/#logo",
"inLanguage": "en-US",
"url": "/wp-content/uploads/2023/02/Medium_Screen-Teaser-card-image-HM-Group-logo.jpg",
"contentUrl": "/wp-content/uploads/2023/02/Medium_Screen-Teaser-card-image-HM-Group-logo.jpg",
"width": 1074,
"height": 720,
"caption": "H&M Group"
},
"image": {
"@id": "https://hmgroup-prd-app.azurewebsites.net/#logo"
}
},
{
"@type": "WebSite",
"@id": "https://hmgroup-prd-app.azurewebsites.net/#website",
"url": "https://hmgroup-prd-app.azurewebsites.net/",
"name": "H&M Group",
"description": "H&M Group is a family of brands and businesses, driven by the desire to make fashion and design available to everyone, in a more sustainable way.",
"publisher": {
"@id": "https://hmgroup-prd-app.azurewebsites.net/#organization"
},
"potentialAction": [
{
"@type": "SearchAction",
"target": {
"@type": "EntryPoint",
"urlTemplate": "https://hmgroup-prd-app.azurewebsites.net/?s={search_term_string}"
},
"query-input": "required name=search_term_string"
}
],
"inLanguage": "en-US"
},
{
"@type": "ImageObject",
"@id": "https://hmgroup-prod.azurewebsites.net/#primaryimage",
"inLanguage": "en-US",
"url": "/wp-content/uploads/2026/01/1003-1.50-Brand-Teaser-1952x1308-1-scaled.jpg",
"contentUrl": "/wp-content/uploads/2026/01/1003-1.50-Brand-Teaser-1952x1308-1-scaled.jpg",
"width": 1920,
"height": 1287
},
{
"@type": "WebPage",
"@id": "https://hmgroup-prod.azurewebsites.net/#webpage",
"url": "https://hmgroup-prod.azurewebsites.net/",
"name": "Home - H&M Group",
"isPartOf": {
"@id": "https://hmgroup-prd-app.azurewebsites.net/#website"
},
"about": {
"@id": "https://hmgroup-prd-app.azurewebsites.net/#organization"
},
"primaryImageOfPage": {
"@id": "https://hmgroup-prod.azurewebsites.net/#primaryimage"
},
"datePublished": "2020-03-04T06:34:49+00:00",
"dateModified": "2026-04-10T09:14:37+00:00",
"description": "We are a global family of brands and businesses. We make it possible for customers to express themselves through fashion and design in a sustainable way.",
"breadcrumb": {
"@id": "https://hmgroup-prod.azurewebsites.net/#breadcrumb"
},
"inLanguage": "en-US",
"potentialAction": [
{
"@type": "ReadAction",
"target": [
"https://hmgroup-prod.azurewebsites.net/"
]
}
]
},
{
"@type": "BreadcrumbList",
"@id": "https://hmgroup-prod.azurewebsites.net/#breadcrumb",
"itemListElement": [
{
"@type": "ListItem",
"position": 1,
"name": "Home"
}
]
}
]
}
/brands/arket/
{
"@context": "https://schema.org",
"@graph": [
{
"@type": "Organization",
"@id": "https://hmgroup-prd-app.azurewebsites.net/#organization",
"name": "H&M Group",
"url": "https://hmgroup-prd-app.azurewebsites.net/",
"sameAs": [
"https://www.linkedin.com/company/hmgroup/",
"https://www.youtube.com/HMGroup"
],
"logo": {
"@type": "ImageObject",
"@id": "https://hmgroup-prd-app.azurewebsites.net/#logo",
"inLanguage": "en-US",
"url": "/wp-content/uploads/2023/02/Medium_Screen-Teaser-card-image-HM-Group-logo.jpg",
"contentUrl": "/wp-content/uploads/2023/02/Medium_Screen-Teaser-card-image-HM-Group-logo.jpg",
"width": 1074,
"height": 720,
"caption": "H&M Group"
},
"image": {
"@id": "https://hmgroup-prd-app.azurewebsites.net/#logo"
}
},
{
"@type": "WebSite",
"@id": "https://hmgroup-prd-app.azurewebsites.net/#website",
"url": "https://hmgroup-prd-app.azurewebsites.net/",
"name": "H&M Group",
"description": "H&M Group is a family of brands and businesses, driven by the desire to make fashion and design available to everyone, in a more sustainable way.",
"publisher": {
"@id": "https://hmgroup-prd-app.azurewebsites.net/#organization"
},
"potentialAction": [
{
"@type": "SearchAction",
"target": {
"@type": "EntryPoint",
"urlTemplate": "https://hmgroup-prd-app.azurewebsites.net/?s={search_term_string}"
},
"query-input": "required name=search_term_string"
}
],
"inLanguage": "en-US"
},
{
"@type": "ImageObject",
"@id": "https://hmgroup-prod.azurewebsites.net/brands/arket/#primaryimage",
"inLanguage": "en-US",
"url": "/wp-content/uploads/2025/05/ARKET-hero-2-scaled.jpg",
"contentUrl": "/wp-content/uploads/2025/05/ARKET-hero-2-scaled.jpg",
"width": 1440,
"height": 1920,
"caption": "Model in burgundy leather zip jacket and trousers sits on a white chair on coastal rocks, black pointed boots, sea in the background."
},
{
"@type": "WebPage",
"@id": "https://hmgroup-prod.azurewebsites.net/brands/arket/#webpage",
"url": "https://hmgroup-prod.azurewebsites.net/brands/arket/",
"name": "ARKET - H&M Group",
"isPartOf": {
"@id": "https://hmgroup-prd-app.azurewebsites.net/#website"
},
"primaryImageOfPage": {
"@id": "https://hmgroup-prod.azurewebsites.net/brands/arket/#primaryimage"
},
"datePublished": "2020-05-27T05:00:04+00:00",
"dateModified": "2026-03-26T10:01:22+00:00",
"breadcrumb": {
"@id": "https://hmgroup-prod.azurewebsites.net/brands/arket/#breadcrumb"
},
"inLanguage": "en-US",
"potentialAction": [
{
"@type": "ReadAction",
"target": [
"https://hmgroup-prod.azurewebsites.net/brands/arket/"
]
}
]
},
{
"@type": "BreadcrumbList",
"@id": "https://hmgroup-prod.azurewebsites.net/brands/arket/#breadcrumb",
"itemListElement": [
{
"@type": "ListItem",
"position": 1,
"name": "Home",
"item": "https://hmgroup-prod.azurewebsites.net/"
},
{
"@type": "ListItem",
"position": 2,
"name": "ARKET"
}
]
}
]
}
/brands/hm/
{
"@context": "https://schema.org",
"@graph": [
{
"@type": "Organization",
"@id": "https://hmgroup-prd-app.azurewebsites.net/#organization",
"name": "H&M Group",
"url": "https://hmgroup-prd-app.azurewebsites.net/",
"sameAs": [
"https://www.linkedin.com/company/hmgroup/",
"https://www.youtube.com/HMGroup"
],
"logo": {
"@type": "ImageObject",
"@id": "https://hmgroup-prd-app.azurewebsites.net/#logo",
"inLanguage": "en-US",
"url": "/wp-content/uploads/2023/02/Medium_Screen-Teaser-card-image-HM-Group-logo.jpg",
"contentUrl": "/wp-content/uploads/2023/02/Medium_Screen-Teaser-card-image-HM-Group-logo.jpg",
"width": 1074,
"height": 720,
"caption": "H&M Group"
},
"image": {
"@id": "https://hmgroup-prd-app.azurewebsites.net/#logo"
}
},
{
"@type": "WebSite",
"@id": "https://hmgroup-prd-app.azurewebsites.net/#website",
"url": "https://hmgroup-prd-app.azurewebsites.net/",
"name": "H&M Group",
"description": "H&M Group is a family of brands and businesses, driven by the desire to make fashion and design available to everyone, in a more sustainable way.",
"publisher": {
"@id": "https://hmgroup-prd-app.azurewebsites.net/#organization"
},
"potentialAction": [
{
"@type": "SearchAction",
"target": {
"@type": "EntryPoint",
"urlTemplate": "https://hmgroup-prd-app.azurewebsites.net/?s={search_term_string}"
},
"query-input": "required name=search_term_string"
}
],
"inLanguage": "en-US"
},
{
"@type": "ImageObject",
"@id": "https://hmgroup-prod.azurewebsites.net/brands/hm/#primaryimage",
"inLanguage": "en-US",
"url": "/wp-content/uploads/2025/05/HM-Hero.jpg",
"contentUrl": "/wp-content/uploads/2025/05/HM-Hero.jpg",
"width": 1053,
"height": 702,
"caption": "Model wearing outfit from H&M S/S 2026 collection."
},
{
"@type": "WebPage",
"@id": "https://hmgroup-prod.azurewebsites.net/brands/hm/#webpage",
"url": "https://hmgroup-prod.azurewebsites.net/brands/hm/",
"name": "H&M - H&M Group",
"isPartOf": {
"@id": "https://hmgroup-prd-app.azurewebsites.net/#website"
},
"primaryImageOfPage": {
"@id": "https://hmgroup-prod.azurewebsites.net/brands/hm/#primaryimage"
},
"datePublished": "2020-05-26T23:00:32+00:00",
"dateModified": "2026-03-26T09:51:21+00:00",
"breadcrumb": {
"@id": "https://hmgroup-prod.azurewebsites.net/brands/hm/#breadcrumb"
},
"inLanguage": "en-US",
"potentialAction": [
{
"@type": "ReadAction",
"target": [
"https://hmgroup-prod.azurewebsites.net/brands/hm/"
]
}
]
},
{
"@type": "BreadcrumbList",
"@id": "https://hmgroup-prod.azurewebsites.net/brands/hm/#breadcrumb",
"itemListElement": [
{
"@type": "ListItem",
"position": 1,
"name": "Home",
"item": "https://hmgroup-prod.azurewebsites.net/"
},
{
"@type": "ListItem",
"position": 2,
"name": "H&M"
}
]
}
]
}
/brands/cos/
{
"@context": "https://schema.org",
"@graph": [
{
"@type": "Organization",
"@id": "https://hmgroup-prd-app.azurewebsites.net/#organization",
"name": "H&M Group",
"url": "https://hmgroup-prd-app.azurewebsites.net/",
"sameAs": [
"https://www.linkedin.com/company/hmgroup/",
"https://www.youtube.com/HMGroup"
],
"logo": {
"@type": "ImageObject",
"@id": "https://hmgroup-prd-app.azurewebsites.net/#logo",
"inLanguage": "en-US",
"url": "/wp-content/uploads/2023/02/Medium_Screen-Teaser-card-image-HM-Group-logo.jpg",
"contentUrl": "/wp-content/uploads/2023/02/Medium_Screen-Teaser-card-image-HM-Group-logo.jpg",
"width": 1074,
"height": 720,
"caption": "H&M Group"
},
"image": {
"@id": "https://hmgroup-prd-app.azurewebsites.net/#logo"
}
},
{
"@type": "WebSite",
"@id": "https://hmgroup-prd-app.azurewebsites.net/#website",
"url": "https://hmgroup-prd-app.azurewebsites.net/",
"name": "H&M Group",
"description": "H&M Group is a family of brands and businesses, driven by the desire to make fashion and design available to everyone, in a more sustainable way.",
"publisher": {
"@id": "https://hmgroup-prd-app.azurewebsites.net/#organization"
},
"potentialAction": [
{
"@type": "SearchAction",
"target": {
"@type": "EntryPoint",
"urlTemplate": "https://hmgroup-prd-app.azurewebsites.net/?s={search_term_string}"
},
"query-input": "required name=search_term_string"
}
],
"inLanguage": "en-US"
},
{
"@type": "ImageObject",
"@id": "https://hmgroup-prod.azurewebsites.net/brands/cos/#primaryimage",
"inLanguage": "en-US",
"url": "/wp-content/uploads/2025/05/COS-Hero-scaled.jpg",
"contentUrl": "/wp-content/uploads/2025/05/COS-Hero-scaled.jpg",
"width": 1707,
"height": 1920,
"caption": "COS Pre-Fall: model in an oversized light-grey shirt over a white button-down shirt, dark knee-length skirt, carrying a large black tote."
},
{
"@type": "WebPage",
"@id": "https://hmgroup-prod.azurewebsites.net/brands/cos/#webpage",
"url": "https://hmgroup-prod.azurewebsites.net/brands/cos/",
"name": "COS - H&M Group",
"isPartOf": {
"@id": "https://hmgroup-prd-app.azurewebsites.net/#website"
},
"primaryImageOfPage": {
"@id": "https://hmgroup-prod.azurewebsites.net/brands/cos/#primaryimage"
},
"datePublished": "2020-05-27T00:00:41+00:00",
"dateModified": "2026-03-26T09:52:52+00:00",
"breadcrumb": {
"@id": "https://hmgroup-prod.azurewebsites.net/brands/cos/#breadcrumb"
},
"inLanguage": "en-US",
"potentialAction": [
{
"@type": "ReadAction",
"target": [
"https://hmgroup-prod.azurewebsites.net/brands/cos/"
]
}
]
},
{
"@type": "BreadcrumbList",
"@id": "https://hmgroup-prod.azurewebsites.net/brands/cos/#breadcrumb",
"itemListElement": [
{
"@type": "ListItem",
"position": 1,
"name": "Home",
"item": "https://hmgroup-prod.azurewebsites.net/"
},
{
"@type": "ListItem",
"position": 2,
"name": "COS"
}
]
}
]
}
🛡️ Trust Signals — external proof links that back the declared identity
2Review mentions (all pages)
3External proof links (all pages)
| Page | Reviews | Proof links |
|---|---|---|
| / (home) | 2 | 0 |
| /brands/arket/ | 0 | 1 |
| /brands/hm/ | 0 | 1 |
| /brands/cos/ | 0 | 1 |
Explore the other reputation pillars for H&M Group
Analysis Disclosure & Source Attribution
This page presents a snapshot of public data from H&M Group, captured on May 27, 2026, to show how machine logic reads Identity & Authority signals into an AI reputation evaluation.
Purpose: This data is presented under “Fair Use” for the purpose of independent signal analysis, allowing readers to see the raw signals behind the reputation score.
Notice to H&M Group: This analysis is part of a non-adversarial audit conducted by 1 Euro SEO. The results are intended as professional feedback to help improve any website’s machine-readability and authority signals. The evaluation is free, and any company can request a fresh audit at any time.
Any company can use the insights for free and improve its voice. When a company has updated its content, it can always submit a new audit request, which will be reflected in a new current score.
To all users: You are encouraged to visit the live site at https://hmgroup.com to view the most current version of its content and see directly what this company is about and what it offers.