H & M Hennes & Mauritz AB is a Swedish multinational retail-clothing company, known
for its fast-fashion clothing for men, women, teenagers and children. Its major market is in
The collections include everything from dazzling party collections to quintessential basics
and functional sportswear – for women, men, teenagers and children, and for every
season or occasion. In addition to clothes, shoes, bags, jewellery, make up and underwear
there is also H&M Home – fashionable interiors for children and adults.
The width and variety of the H&M collections mean customers can always find something to
suit their style and their wardrobe. There are H&M stores in 61 markets worldwide, and
online shopping in 32 countries.
Founded by: Västerås, Sweden(1947; 69 years ago)
Founder: Erling Persson
Headquarters: Stockholm, Sweden
H&M is the largest fashion retailer in Europe at the present. Fashionable designs, high quality, affordable prices and
its distribution system are keys to its success and rapid expansion worldwide.
H&M’s physical stores are also located in the largest cities around the world. It tries to let its customers have an image
that it is a brand focusing on stylish designs with good quality at the affordable prices. It provides its products to all
people who want to be fashionable without any scruple about the prices. H&M has a mission that it is possible for
everyone to find his or her own dressing style in its collection.
To maintain a good relationship between its customers, H&M tries to provide the collections including everything from
basic but modern clothing to high fashion, which reflecting the international trends in the fashion market. Whenever it
creates a new collection, H&M’s mission is to satisfy people with different tastes, desires and demands.
Stores are always in the best locations for business. By leasing store premises instead of owning them we remain
flexible in a constantly evolving retail landscape, and can make sure we are represented in the most attractive streets and
shopping centers in all our markets.
Years of success and solid growth have resulted in a strong financial position. This allows to make the most of each
business opportunity and create potential for continued expansion with focus on quality, sustainability and continued
Before moving into a new country or city an assessment is made of the market’s potential. Factors such as
demographic structure, purchasing power, economic growth, infrastructure, political risk, human rights and
environmental sustainability are analyzed.
H&M’s shop online is available in 32 markets, including the US. The easily navigated digital store is fully mobile-
adapted and very popular with our customers. Roll-out of shop online to other markets of the H&M Group will follow.
COS, Monki, Weekday and Cheap Monday offer sales online in 19 markets and COS also offers shopping online in the
US, while & Other Stories is available online in 13 markets.
H&M COS (COLLECTION OF STYLE)
& OTHER STORIES
FABRIC SCANDINAVIEN AB
•generic and even less efficient in conveying what H&M actually stands for
•one of the most popular and instantly recognizable fashion logos
•simple and free-spirited typographical logo
•Alphabets are symmetrical but are yet asymmetrical.
courage, energy, joy,
The models taken for the
shoots are young aged
The models are European
as the brand has more
market in Europe
Importance of place where
the shoots are done. Thus
increasing the value of the
Garment and specifying its
H&M Spring 2016