How much would you normally be willing to spend on an everyday jacket?
Under £30
£30–£49.99
£50–£69.99
£70–£99.99
£100 or more
What colour would you prefer for an everyday jacket?
Black
Grey
Navy blue
Brown or beige
Green
Other
What type of jacket would you be most interested in purchasing for Autumn/Winter 2027?
Bomber jacket
Puffer jacket
Denim jacket
Lightweight casual jacket
Water-resistant technical jacket
Other
Which factor is most important when purchasing a jacket?
Price
Design and style
Comfort and fit
Fabric quality and durability
Brand reputation
Sustainability
Where do you usually purchase jackets?
Physical stores
Online retail websites
Both equally
Second-hand or resale platforms
Have you purchased a men's jacket from H&M before?
Have you purchased clothing from H&M before?
How often do you purchase jackets or outerwear?
More than twice a year
Twice a year
Once a year
Less than once a year
What is your age group?
18–24
25–30
31–40
41–50
51 or above
Prefer not to say
Are you aged 18 or over and willing to participate in this anonymous survey?
Which jacket feature would be most valuable to you?
Water resistance
Warm insulation
Lightweight construction
Multiple practical pockets
Adjustable fit
Easy-care or machine-washable fabric
How important is sustainability when purchasing a jacket?
Very important
Somewhat important
Neither important nor unimportant
Slightly important
Not important at all
Would you consider paying more for a jacket with verified sustainable materials or improved durability?
Yes, up to 5% more
Yes, 6–10% more
Yes, more than 10%
No
Not sure
How would you prefer to hear about a new H&M jacket collection?
Instagram or TikTok
H website or app
In-store displays
Email promotions
Recommendations from friends
Other