Lighthouse identity — H&M is very clear in whothey are. Fashion can be affordable.Symbols of reinvention — They partner withhigh-fashion brands like Jimmy Choo,Versace, andKarl Lagerfeld.They take risks — launched the “ConsciousCollection”, an environmentally sustainableproduct line.
Sacriﬁce — They do one thing and they do itextremely well.Use advertising as a high-leverage asset — Theynever forget the primacy of the idea. Ads areincredibly simple: high-fashion product plus lowprice.
“ 2,799 big-windowed stores with navy awnings that call out: All is safe.Youre in a gentriﬁed neighborhood. Come inside ” and buy cotton twill.
Sacriﬁce — they can’t be all things to all people.Break with their immediate past — take some risksand re-invent themselves: • Redesign the store interiors • Make shopping a brand experience, e.g. a traveling GAP sponsored barber shop
Overcommit — Get back to the core of the brand byhonoring their American heritage: • Collaborate with relevant American brands like Converse, Timberland, Patagonia, e.g. • Reafﬁrm who they are through appropriate personality endorsements, music partnerships, etc.Assume thought leadership — All-American doesn’thave to be stagnant. Make it relevant.