Apsotw h&m sneakers thomas_wagner

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APSOTW: H&M
This is an answer to a fictitious RFP for the Account Planning School of the Web and has
nothing to do with an...

The RFP,
Summarized:
...

Where is H&M
Now?
H&M is the world’s second biggest
fashion retailer, known for its basics
and as of 2004 designer collect...

Why is H&M Here?
Unlike Old Navy, Gap or Banana Republic, H&M doesn’t
signify class.
Unlike Urban Outfitters or Abercrombi...

H&M is Covering the Spectrum.
H&M caters to the fashion-involved as much as less-daring freshmen
pondering a bright chino ...

H&M is About Experimentation
H&M allows people to experiment with fashion without
risk – they'll never go too far and look...

“H&M offers fashion and quality at the best
price.” - Its offering of basics and always-
current designer collections allo...

Now What Has This to do
With Basketball Shoes?

What’s in a
Basketball Shoe?

...

Domination
Nike is dominating the US$2
billion basketball shoe market
with a combined share of 95%
for Jordan and Nike.
In...

Challenging Nike in ‘real’, purpose-built
basketball shoes is like getting into a game in
Rucker Park with your casual jea...

Sneaker
Culture is
...

Shoes are Changing

However, shoe categories have been blurring. Casual,
slightly-branded high-top sneakers are making th...

Where Can H&M go in The
Future?
Instead of trying to sell real basketball shoes in a market that works
opposed to H&M, or ...

Fast, as in ‘More’, Sneakers?
A Barrier for H&M.
What happened to t-shirts and fashion a while ago is now starting to hit ...

Where Can H&M go Now?
The short term business challenge for the series, then, is to get guys
to try sneakers at H&M while ...

How do we Get Guys
to do That and What is The Barrier?
There is no reason to change H&M’s successful strategy of basics
an...

“It’s not how you’re wearing them,
it’s where they take you.”
Turning the phrase ‘good shoes take
...

Make One Basic Product First
and Extend It.
H&M should launch one flagship sneaker in many colored variants, as
prototypic...

While This Doesn’t Sound Very
Creative: Launch Loudly.
To sell 1.000.000 sneakers, H&M needs to reach many people, and not...

Collaborate and tell a
longer story.
After the launch, the idea could be extended
over the year with special edition-theme...

The Importance of
H&M’s Shops
The most important place to make people
realize H&M is taking sneakers seriously are
the 247...

To Sum it up
By offering a range of basic sneakers in many colors and special edition
...

5 Questions

What is the sales history and long-term plan for footwear at H&M?
How does H&M define ‘basketball shoes’?
How...

Thank you!

Thomas Wagner

http://www.sophisticated.at/blogs/thomas

@...

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