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Fashion retailers must prioritise clear communication following cyber-attacks to protect consumer trust, according to intelligence platform GlobalData.
Recent incidents involving ASOS, H&M and TFG, which owns brands including Hobbs, Phase Eight and Whistles, highlight the operational and reputational risks facing the apparel sector.
Following a breach reported by ASOS on October 6, the retailer issued mass password resets without prior announcement, prompting concern among customers. TFG also faced criticism over its initial lack of clarity about which customers across its brands might be affected, while H&M investigated claims of a breach.
Chloe Tedford-Jones, apparel analyst at GlobalData, said: “These vague brand responses to cyber-attacks contrast with historical precedents. When Marks & Spencer detected an anomaly exposing customer details last spring, the brand took decisive action to limit the reputational and operational fallout.”
Marks & Spencer suspended online transactions while explaining the scope of the incident and which customer data could be affected.
Tedford-Jones said retailers should treat cyber-attack disclosure as part of brand governance, explaining what is known, who may be affected and what measures are being taken. She also highlighted the need for robust cyber-security as AI-driven threats continue to develop.
