[Fake] H&M Fashion RFP
Upcoming SlideShare
Loading in...5
×
 

[Fake] H&M Fashion RFP

on

  • 760 views

 

Statistics

Views

Total Views
760
Views on SlideShare
760
Embed Views
0

Actions

Likes
0
Downloads
10
Comments
0

0 Embeds 0

No embeds

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

[Fake] H&M Fashion RFP [Fake] H&M Fashion RFP Presentation Transcript

  • What follows is acompletely made upproposal. It has nothingto do with H&M and hasbeen created purely forthe purposes of theA[P]SOTW
  • REQUEST FOR PROPOSALFROM H&M FASHION
  • REQUEST DATE:21ST SEPTEMBER 2012SUBMISSION DATE:25TH OCTOBER 201211:59PM SHANGHAI TIME View slide
  • ABOUTH&M:H & M HENNES & MAURITZ AB [OPERATING AS H&M] ISA SWEDISH MULTINATIONAL RETAIL CLOTHING COMPANY,KNOWN FOR IT’S FAST FASHION FOR ADULTS, TEENS & KIDS.THE DESIGN TEAM IN THE COMPANY’S SWEDEN OFFICECONTROLS THE STEPS OF PRODUCTION FROM MERCHANDISEPLANNING TO ESTABLISHING SPECIFICATIONS, & PRODUCTIONIS OUTSOURCED TO APPROX 800 FACTORIES IN EUROPE & ASIA.THESE FACILITIES ARE USED FOR HORIZONTAL DIVISION OF View slide
  • ABOUTH&M:
  • BRANDPOSITIONINGH & M IS ABOUT LIVING A FULL LIFE. IT’S EXCITING,DRAMATIC, STYLISH AND FUN. IT HAS A UNIQUE ANDFASCINATING WAY TO BLEND CATWALK FASHION WITHSTREETWEAR LOOKS AND THAT GIVES US A FRESH VIEWOF HOW YOU SHOULD LIVE YOUR LIFE.H&M’S OVERALL AMBITION IS TO HELP THE WORLD LOOKBEAUTIFUL, DESIRABLE AND SUSTAINABLE.WE ARE GUIDED BY ONE OVERARCHING PRINCIPAL:STREETWALKCOOL. WE WANT TO FILL LIFE WITH COLOUR,ENERGY, SPONTANEITY & SURPRISE. SHOW HOW FASHIONBRIDGES THE GAP BETWEEN ORDINARY AND SEMINAL.
  • THE PROBLEM FOR H&M IS THAT WHILE WE HAVE A LOT OF AWARENESS, NOT MANY PEOPLE FEEL WE ARE COOL.MARKETING THIS IS A MAJOR CONCERN AS THE FAST FASHION MARKET IS BUILT ON THIS AS A VITAL INGREDIENT.OBJECTIVE: WE HAVE COME TO THE CONCLUSION WE LACK RELEVANCE WITH THE INFLUENCER SET AND WE NEED TO ADDRESS THIS IF WE’RE TO BE THE SPONTANIOUS, SURPRISING, EXCITING BRAND WE ASPIRE TO BE.
  • TO HELP CHANGE PERCEPTIONS, WE ARE LAUNCHING A RANGE OF BASKETBALL SHOES – DESIGNED TO LETCOMMS YOUR FEET LOOK AS STYLISH AND FASHIONABALE AS THE REST OF YOU.OBJECTIVE WHILE THERE ARE MANY COMPETITORS IN THIS CATEGORY, NONE OFFER THE FUSION OF HIGHSTREET FASHION, SPORTS PEROFOMANCE AND EVERYDAY PRACTICALITY AT THE AFFORDABLE PRICE OF US$50. WE WANT TO SELL 1 MILLION PAIRS OF THESE SHOES IN 2013 AND VIEW THIS AS THE BRIDGE TO CHANGE PERCEPTIONS WITH OUR CORE AUDIENCE GROUP.
  • WHO DO WE WANTTO TALK WITH/TO?THE SOCIAL LUBRICANTS.THEY ARE MALE/FEMALE AGED 18-24 AND ARE THE CENTREOF THEIR PARTICULAR NETWORKS.THEY ARE HIGHLY SOCIAL, HIGHLY VISIBLE AND LIKEMUSIC, ART AND FILM. ALL THE BEST PARTS OF YOURLIFE ARE STARTED BY THEM IN SOME WAY. THEY LEADWITHOUT LEADING BUT YOU FOLLOW BECAUSE YOU TRUSTTHEM & WANT TO BE LIKE THEM.THEY DON’T WEAR BEIGE.
  • MOVING FORWARD:WE NEED TO BE COOL WITHOUT BEING TRY HARD.WE NEED TO BE COOL WITHOUT BEING EXCLUSIVE.WE WANT TO BE MASSPERATIONAL FASHION.
  • OUR COMPETITORSWE DON’T THINK WE HAVE ANY COMPETITORS BUT BRANDS THAT TRY TO SPOILOUR PARTY ARE:UNIQLOTOP SHOPPUMANIKE SPORTSWEARADIDAS ORIGINALSAMERICAN EAGLEZARAAMERICAN EAGLEGAP
  • TIMINGTHIS IS FOR 2013 AND SHOULD RUN THROUGHOUT THE YEAR.
  • GEOGRAPHYWHILE THIS IS A GLOBAL CAMPAIGN, YOU CAN MAKE YOUR RECCOMENDATIONSBASED ON YOUR PARTICULAR MARKET.
  • BUDGETUS$3 MILLIONEXC PRODUCTION & TAXES