Communication Plan

1. CONSCIOUS
#MISSION2020 - ADOPT A CONSCIENCE
COMMUNICATION
PLAN & CONCEPT

2. 2 3
CONTENT
Internal analysis
H&M Conscious 7 - 10
39 - 43
44 - 45
13 - 17
19 - 21
23 - 26
29 - 36
External analysis
H&M Competitors
Communication target group
Eco-Conscious Millennials
Strategy
Communication strategy
Creative concept
#Mission2020 - Adopt a Conscience
Communication media tools & budget
Campaign planning & Expenses
Sources
· About H&M & marketing mix
· About H&M Conscious
· Brand values
· Mission & vision
· The 7 Commitments
· Focus point for project
· Perceptual map
· Brand, consumer & cultural truth
· Communication tactics
· Communication message
· Communication objectives
· Creative brief
· The big idea & values
· #Mission2020 - microsite
- Site map
- Visual tone of voice & overview
· Adopt a Conscience - campaign
- Payoff
- Mini-games
· Adopt a Conscience - mini-game app
- Visual values
- Mini-game visual overview
- Mini-game details
- How to play: 3 steps
- App site map
· Campaign communication strategy base
· Campaign time frame
· Consumer journey
· Budget & costs
· Sustainability factor
· H&M direct competitors
· Market positioning
· SWOT & USP
· Target group persona
· Target group values
· Consumer insights

3. 4 5
In this book you will be introduced to the new H&M Conscious
sustainability awareness campaign ‘Adopt a Conscience’ and also
H&M Conscious’ new microsite #Mission2020. The microsite will be
the information central for all H&M’s sustainable acts and initiatives.
‘Adopt a Conscience’ is a 7 day fashion challenge that informs and
entertains at the same time by inviting consumers to challenge
themselves and their Conscience. ‘Adopt a Conscience’ is a tool for
H&M to create awareness about the real life consequences of not
being sustainable and what H&M is doing to try and prevent these in
a subtle, fun and informative way.
‘Adopt a Conscience’ will be the launch campaign for H&M Conscious
#Mission2020 microsite. It will be the new information central for all
H&M Conscious acts with the main focus on H&M’s sustainable quest
for using 100% organic cotton by the year 2020.
H&M is the leading sustainable fast fashion retailer but to succeed
with this 2020 goal they will need the people to support them and
spread the word. Therefore H&M should have a space where
consumers can be informed and entertained and see that fashion can
be sustainable and sustainability can be fashionable.
You will in this book be introduced to H&M Conscious new
information platform #Mission2020 and the launch campaign ‘Adopt
a Conscience’. Also this book explains the background, target group
and communication plan for these new initiatives, which aims at
inviting and motivating consumers to:
BE CONSCIOUS WITH H&M
INTRO

4. 6 7
ABOUT H&M
INTERNAL ANALYSIS
H&M was founded in 1947 and has since grown to be
located in 55 countries with 3,500 stores and since 2013
has over 116,000 people employed all around the world.
H&M has its headquarters in Stockholm, Sweden and
was named the 30th most valuable global brand in 2009
& 2010.
H&M is the second largest global clothing retailer, just
behind Spain-based Inditex (parent company of ZARA).
H&M is the most valuable retail brand in Europe and
has a brand value of 13 billion euros.
“We are value-driven, customer-focused, creative and responsible fashion
company. For us, fashion, fun and action are essential.” - H&M.com
MARKETING MIX
PRODUCT
H&M offers clothes, accessories, shoes, bags, home
interior and sportswear for both men, women, teens,
youngsters, and children. The width and variety of the
H&M collections means customers can always find
something to suit their style and their wardrobe.
PRICE
H&M aims to offer quality products for a cost-conscious
price. H&M products have a low-medium price range
with an average price-point of €20.
PLACE
H&M has an online web-shop, a sales and promotion
app and stores located in 55 countries worldwide. This
makes H&M accessible and visible on a global scale for
all ages and cultures.
PROMOTION
H&M has a large-scale promotion range that includes
a product catalogue, TV-commercials, billboards, in-
store advertising, online store and website, sales and
promotion app and various social media to reach as
wide as possible.

5. 8 9
H&M INTERNAL ANALYSIS
CONSCIOUSFOR A MORE SUSTAINABLE FASHION FUTURE
ABOUT H&M CONSCIOUS
H&M launched its first Conscious Collection in 2010
using sustainable materials like organic cotton. It has
since expanded into a brand itself containing H&M
Conscious, H&M Conscious Foundation and different
in-store sustainable initiatives.
H&M does not see the Conscious line as a separate
sustainable collection/brand for H&M but more as a
stepping stone and introduction to how H&M will
reform its whole brand in the future. H&M is
constantly working on improving and is
VISION & MISSION
Since H&M Conscious is built on the same basis
as H&M and with the goal of H&M becoming
completely sustainable in it’s approach the
vision and mission is the same.
THE 7 COMMITMENTS
H&M’s 7 Conscious ways to make sure to provide
‘A fashionable high street brand that is good for people,
the planet and your wallet’ - H&M.com
3. Be ethical
4. Be climate smart
5. Reduce, reuse and recycle
6. Use natural resources responsibly
7. Strengthen communities
2. Choose & reward
responsible partners
1. Provide fashion for
conscious customers
working towards having all aspects in its supply chain
covered by a sustainable approach. One of H&M’s main
goals is to use 100% organic cotton in all productions
by 2020, which will be the starting-point for this project.
H&M Conscious is H&M’s plan for making a better
fashion future – one where fashion both looks good
and does good. H&M Conscious is build on seven
commitments, which represents all of H&M’s
Conscious initiatives and projects.
REDUCE, REUSE,
RECYCLE
USE NATURAL
RESOURCES
RESPONSIBLY
STRENGTHEN
COMMUNITIES
5. 6. 7.
PROVIDE FASHION
FOR CONSCIOUS
CUSTOMERS
CHOOSE&REWARD
RESPONSIBLE
PARTNERS
BE ETHICAL
1. 2. 3.
BE CLIMATE
SMART
4.
H&M commits to provide
conscious fashion
that is cost conscious,
stylish and is good for
the environment and
the people who make it.
H&M wants to create a
world where your fashion
choices mean you look
good, feel good and do
good at the same time.
H&M commits to work with
partners who are doing
right by the people and
right by the environment.
Many of H&M’s products
are made in some of the
world’s poorest countries.
This is an opportunity to
create jobs with a fair living
wage and good working
conditions for these people.
H&M commits to guide
all interactions with
people involved with the
brand by mutual respect,
integrity, transparency
and honesty. H&M is
committed to respect
human rights, take a
clear stand against any
form of corruption and
embrace diversity and
inclusion.
H&M commits to being
energy-efficient and
reduce total CO2
emission. By increasingly
using renewable energy
and taking ‘climate smart’
actions, H&M can inspire
customers, suppliers,
policy makers and
communities to reduce
their total climate impact.
H&M commits to
reducing, reusing and
recycling wherever they
can. H&M aim for zero
waste to landfill and as
the first company in the
world they launched a
global garment collection
initiative so customers can
hand in old garments that
H&M then can turn into
new fashion.
H&M commits to reducing
resources usage across
their business operations
and to help suppliers
and customers to do the
same. H&M is focusing
on reducing resources
that they rely on the most,
like water and cotton, to
make a positive change.
For example by reducing
water use in garment
productions.
H&M commits to
strengthen communities
where H&M operates by
investing in projects that
benefits and address
social and environmental
issues. H&M does this
with the H&M Conscious
Foundation that is
currently improving
access to education,
securing access to clean
water and supporting
women all over the world.
SUSTAINABLECONSUMER FOCUSEDTRANSPARENT
· ·
VISION
That all H&M’s operations are run in
a way that is economically, socially
and environmentally sustainable.
GOAL
Making fashion sustainable
and sustainability fashionable.
VALUES
MISSION
To offer fashion and quality at the best price
to everyone, and do so in a sustainable way.
FOCUS POINT FOR PROJECT
2020 GOAL + THE 7 COMMITMENTS
Because H&M has hundreds of different conscious
actions the focus for this project will mainly be their 2020
goal for using 100% organic cotton in all productions.
The base for this goal involves H&M’s 7 Conscious
Commitments which will be used to make the
consumers understand why they should take action
and to be convinced that H&M is in fact working
towards becoming a sustainable brand.

6. 10 11
H&M INTERNAL ANALYSIS
PERCEPTUAL MAP
To see whether H&M should reposition themselves,
H&M’s own opinion as a sustainable focused brand
was compared with the consumers perception of
H&M as a sustainable brand.
CONCLUSION
H&M PERCEPTION:
The result of making a perception map shows that H&M
sees themselves as a high fashion brand that sells good
quality at low prices and that they have a great focus on
sustainability / sustainable initiatives and their goal
for using 100% organic cotton by 2020.
CONSUMER PERCEPTION
The consumers see H&M as a high fashion brand that
sells okay quality for low prices and that has very little
PROJECT RELEVANCE
HIGH SUSTAINABILITY
LOW
PRICE
HIGH
PRICE
LOW SUSTAINABILITY
CONSUMER
PERCEPTION
PERCEPTION
(some) focus on sustainability / sustainable initiatives.
They do not see H&M as a credible sustainable brand
because of its reputation and prices.
CONCLUSION
H&M needs to show its consumers what the brand does
to improve their level of sustainability in a transparent
and authentic way so that the consumers will change
their opinion about the brand.

7. 12 13
H&M COMPETITORS
EXTERNAL ANALYSIS
To see what H&M will need to focus on to future proof itself among its
competitors and have a unique selling point a positioning map has
been made from in depth competitors research and observation.
To find out where H&M is positioned as a sustainability
focused brand their sustainable work and focus is
compared with its direct competitors. The result of this
is shown in a positioning map. H&M’s direct competitors
are: Zara, Pull&Bear, Primark and Forever21.
To determine the different brands level of sustainability
focus they will be placed on a sustainability scale from 1
(not at all sustainability focused) to 5 (very sustainability
focused).
This sustainability scale is based on extensive
competitors research both online and offline observation.
To get a good overview of what the different brands
do with online and in store of sustainable initiatives.
SUSTAINABILITY FACTOR An in-store investigation was done in all the direct
competitors stores in the Amsterdam area: Pirmark -
Zaandam, Zara - Amsterdam, Pull&Bear - Amsterdam,
Forever21 - Amsterdam, H&M - Amsterdam.
Also all competitors Code of Conduct, CSR, brand
transparency and other sustainable initiatives have
been investigated from the different brand websites.
To make a realistic impression of the brands, critical
sources and articles from credible sites have also been
read and compared to the brands own information.
On the next page there will be a sum-up of the
result of the competitor research/observation and
what sustainability factor they have been given
based on this.

8. 14 15
H&M EXTERNAL ANALYSIS
Matrix made from how much sustainability focus and
sustainable initiatives the brands have (High or Low
sustainability factor).
POSITIONING MAP
CONCLUSION
The result of making a
positioning map showed
that out of its direct
competitors H&M is the
most sustainable fast
fashion retailer with the
most sustainable initiatives
in-store and its value
supply chain.
HIGH SUSTAINABILITY
LOW
PRICE
HIGH
PRICE
LOW SUSTAINABILITY
SUSTAINABILITY FACTOR: 2
DIRECT COMPETITORS
SUSTAINABILITY FACTOR: 4 SUSTAINABILITY FACTOR: 3,5
Zara is the most successful brand from the
Spanish retailer Inditex group and is H&M’s
biggest competitor. Zara controls most of its
own supply-chain and has after major criticism
implemented a detox-policy that ensures fully
toxic-free garment production. A lot of Zara’s
production and work methods are still criticised
for not having enough sustainable focus. Zara has
renovated 1300 stores, which saves an average
of 30% on electricity and 50% on water. Zara
has no visible in-store initiatives besides a few
sustainable label-marks and paper bags made
from recycled paper and plastic bags made from
100% degradable material
H&M is constantly working on improving and they
are working towards having all aspects covered
by a sustainable approach. H&M is making their
stores sustainable by; recycling waste, changing
to more energy and water efficient systems, using
recycled plastic bags and selecting the more
environmentally responsible materials. In-store
the Conscious line has a green price tag and
H&M also has recycling boxes as part of their
Garment Collection initiative where customers
can come in with old clothes that will then be
used to make new clothes from.
Forever21 is the least sustainability focused brand
and has been involved in numerous controversial
issues like labour practise, copyright infringement
and religious messaging. Forever21 does cover
some sustainable areas, which includes reducing
energy in stores with LED light, using more
environment friendly transport and has donated
millions to charity. In stores Forever21 has no
visible sustainable initiatives.
SUSTAINABILITY FACTOR: 2,5
SUSTAINABILITY FACTOR: 3,5
Pull&Bear is like Zara a brand by the Inditex group
and is therefore covered by the same sustainable
standpoints. In-store Pull&Bear
has no visible in-store initiatives besides FSC-
labelled price tags and plastic bags made
from 100% degradable material.
Primark was on of the brands with garment
productions in the Bangladesh factory, which
collapsed in 2013 because of bad working
environment standards. After the collapse in
Bangladesh Primark committed to review the
working conditions of buildings where its clothes
are produced. Even though Primark is a member
of the ETI (Ethical Trading Initiative) they have
continuously had problems with being accused
of using cheap labour under bad work conditions
because of their extremely low prices. In-store
Primark has no visible sustainable initiatives
besides their shopping bags that are made
from 100% recycled material and some
packaging-labels that are made from the
same material.
H&M DIRECT COMPETITORS
ZARA, PULL&BEAR, FOREVER 21 & PRIMARK

9. 16 17
H&M EXTERNAL ANALYSIS
SWOT & USP
H&M Conscious USP is that they work towards the
challenge of ultimately making fashion sustainable and
sustainability fashionable - from H&M.com. H&M has the
advantage of being the leading sustainability focused
fast fashion brand within its direct competitors field,
which offers convenient, low priced and trendy fashion
for its consumers. H&M can use this to change its bad
reputation and future proof itself among the other fast
fashion brand competitors.
They can use this advantage to change the general
perception of fast fashion and be the first to show that
you can be fashionable and sustainable at the same
To make a good communication strategy for H&M
Conscious it is relevant to make a SWOT analysis
to see the H&M’s strengths, weaknesses (pitfalls)
opportunities for possible angle for strategy and
threats from competitors.
STRENGTHS WEAKNESSES
· Leading sustainable fast fashion brand
within its direct competitors field.
· H&M is the most valuable retail brand in
Europe and has a brand value of 13 billion
euros
· Has the capital and resources to focus on
sustainable materials and production
· Is one of the most preferred shopping
brands among Millennials
· Has stores worldwide = world known
· Sustainable living and borrow, swap,
recycle are all current trends that is
becoming more and more important for
people and their buying behaviour
· Millennials are attracted to sustainability
if it is convenient and give positive reviews,
which H&M can offer
· To future proof itself H&M could
communicate
their sustainable work and outcomes to
consumers to keep them loyal
· H&M could start a new communication
strategy before some of their competitors
· Zara (Inditex group) is H&M biggest competitor
which is also starting to have more focus on
sustainability
· Sustainability is not something everybody
cares about and can potentially have the
opposite effect on some consumers
· Since H&M does not own any factories
the working conditions can never be 100%
controlled
· Sustainable competitors lowering prices and/or
expanding collections and styles
· Does not clearly communicate the
sustainable work they do and are therefore
not seen as a sustainability focused /
transparent brand
· Need to move away from the ‘throw away’
(fast fashion) and over-consumption culture
and show that you can be stylish without
changing your wardrobe every week
· Need to follow up on what they promise and
provide better quality sustainable clothes so
they will re-gain and keep the trust with their
(Eco-Conscious) consumers
OPPORTUNITIES THREATS
EXTERNALINTERNAL
time. Also they can use this to change the ‘throw
-away’ mass consumption culture and highlight the
various ways to recycle / reuse clothes instead of
changing your wardrobe every week (which they
are already working on now, but so far has not
communicated).
The emotional unique selling point H&M can take
is that they can provide a convenient (easy) conscious
choice when shopping for the latest trends and with
this make consumers feel good about themselves.
UNIQUE SELLING POINT
H&M CONSCIOUS NEW

10. 18 19
ECO-CONSCIOUS
MILLENNIALS
H&M’s target group is very broad and covers various
generations but the biggest part of their target group
consists of Millennials which are people born between
1982 and 2004. Millennials are the biggest generation
with around 100 million people where most of them
are in their teens or 20s.
Because this is such a big target group, for this project
they are narrowed down to women between 20 - 30
years old. This group is relevant to focus on because
they are fashion conscious and genuinely care about
COMMUNICATION TARGET GROUP
sustainability. They prefer convenient, inexpensive
and less time consuming shopping trips because of
their busy time schedules with education, job, friends,
family and free time activities. They are sceptical about
fast fashion being sustainable and they try to be as
sustainable as possible in their buying behaviour
without being fanatical about it because they still
enjoy cheap non-sustainable products.
This group of Millennials will be describes as:
ECO-CONSCIOUS MILLENNIALS
Eco-Conscious Millennials believe that the individual can make a difference
and can inspire others to follow the same path to create a movement.

11. 20 21
COMMUNICATION TARGET GROUP
TARGET GROUP PERSONA
ECO-CONSCIOUS MILLENNIAL
BASICS
A 24 year old girl living in a shared apartment in the city.
She is a student studying communication: international
events, music and entertainment and has an average
income of €900 pr. month. Her interests are travelling,
photography, friends, fashion and interior.
She likes to attend events that inspire her and at the
same time acts or promotes something for the greater
good (society/world issues).
FASHION
Her style is fashionable without being over the top.
She gets her inspiration on the street and online from
Millennial influencers who have the same visual image
as herself.
SOCIAL MEDIA
JANICE · 24 · STUDENT
SHOPPING BEHAVIOUR
She has a genuine interest in sustainability and
sustainable solutions without being obsessed
with only buying eco-friendly products. But if it is
convenient and inexpensive she will always
pick the more sustainable option.
Shopping brands: Topshop, H&M (incl. COS, &
Other Stories, Weekday), Asos & Zara. She also
likes vintage shopping and brands that do something
with recycling and second-hand products.
Because of all the bad critique from news media.
she is sceptical about fast fashion brands actually
being sustainable. She is open to brands being
more sustainable if they are more transparent
and honest.
ENGAGEDCONNECTEDSCEPTIC
· ·
VALUES
TARGET CONSUMER INSIGHTS
ECO-CONSCIOUS MILLENNIALS
To make a good communication strategy and creative
concept, three consumer insights have been identified
from in-depth target group research and market analysis.
1.
3.
Consumers don’t believe in cheap
sustainable clothing, so consumers
don’t believe in H&M Conscious.
Consumers prefer visual and entertaining
interpretation of informative material like;
serious gaming, infographics and visual
video guides.
2.
Consumers are fed up with the word
sustainability because it makes them
feel guilty.

12. 22 23
To make a good communication strategy it is important
to investigate brand, target group and cultural trends to
find a shared interest to form a creative concept from.
H&M BRAND TRUTH
H&M is the leading sustainable fast fashion retailer
and the no. 1 user of certified organic cotton. H&M’s
goal is to use 100% organic cotton in all productions
by 2020.
H&M CONSUMER TRUTH
They are sustainable orientated but sustainable
choices need to be inexpensive and convenient.
They are sceptical about commercial sustainability
advertising / marketing and are put off by green
branding that forces sustainability as ‘the only way to
go’.
CULTURAL TRUTH (2015 TRENDS)
Sustainable living trends:
Sustainable living is a rising trend that covers
everything from where and how food, clothes and
lifestyle products are made to show better solutions for
production and work conditions. Sustainable clothing
is a rising trend because consumers are becoming
aware of the dangerous conditions factory workers
are exposed to and how many dangerous chemicals
clothes can contain. Sustainable living is here to stay
and is important for brands to incorporate into their
way of working and how they portray themselves.
Communication trends:
Mobile marketing and word-of-mouth are two
trends brands need to be aware of to maintain
and take care of their relationship with a Millennial
target group.
Word-of-mouth is a marketing technique where
brands are given free promotion through the
consumer about a product or a service the brand
offers. Word-of-mouth is becoming more and more
important for brands because consumers are
growing a bigger “bull-shit” filter. This means they
no longer trust commercials brand messaging, but
instead are more interested in personal consumer
reviews of a specific product or service.
Mobile marketing is marketing that happens on
or with a mobile device, such as a smartphone or
tablet. Mobile marketing reaches the consumer
when the consumer wants to be reached and it
creates a convenience because it is available
anywhere anytime. Also mobile marketing can
provide consumers with personalized information
that promotes goods, services and ideas.
The main goal for this communication strategy is to convince
Eco-Conscious Millennials that H&M is sustainability focused by
making them interact and engage with the brand online.
COMMUNICATION
STRATEGY
H&M’S NEW

13. 24 25
COMMUNICATION STRATEGY
COMMUNICATION TACTICS
COMMUNICATION MESSAGE
PLAN OF APPROACH
BUSINESS PROBLEMS & SOLUTIONS
The problems:
· Consumers don’t believe in cheap sustainable
clothing, so consumers don’t believe in H&M
Conscious
· In H&M’s current communication there is no
focus on sustainability, which gives the customers
the impression that they don’t have any focus or
interest in it
· Even though H&M is the leading sustainable
retailer among its competitors and is transparent
- this message is not coming across to the
consumers because of the limited communication
The solutions:
· H&M needs a new brand position to communicate to
their consumers that they are a conscious brand with a
focus on making a sustainable fashion future and how
they are doing this. They need to do this to regain the
consumer trust and show that they know sustainability
is important.
· H&M needs a separate online channel for all of
H&M Conscious’ work so this information is easy to
access for consumers. With this H&M can show what
and how much they are actually doing compared to
their competitors - which can change the current
bad reputation.
H&M wants to catch the attention of their target group
and achieve its objectives by informing their consumers
and stimulate them to engage and interact with the
brand in a fun, entertaining and informative way. This
will be done with a microsite – #Mission2020, which will
display all information about H&M Conscious initiatives
in a visual and interactive way. For the consumers to
be aware of this new microsite H&M will have a launch
campaign – ‘Adopt a Conscience’. This will be a 7
day fashion challenge based on H&M’s 7 Conscious
Commitments translated into daily mini-games.
BE CONSCIOUS WITH H&M
COMMUNICATION OBJECTIVES
PROJECT OBJECTIVES
The main objective of this project is to convince Eco-
Conscious Millennials that H&M is a sustainability
focused brand that is working towards making fashion
that is stylish, inexpensive and good for people and
the environment.
H&M wants to reach this main objective and inform Eco-
Conscious Millennials about H&M Conscious by having
them interact and engage with the ‘Adopt a Conscience’
app and the #Mission2020 microsite.
#MISSION2020
COGNITIVE & AFFECTIVE OBJECTIVES
The objectives for H&M Conscious’ new microsite
#Mission2020 is to make 70% of the target group aware
of H&M’s conscious work, collections and initiatives.
Out of these 40% should participate and engage with
the #Mission2020 mission - actively do something to
help reach the 2020 goal. These objectives should
be achieved within the first six months after the full
microsite launch.
The last objective is to have 20% of the target group
to prefer shopping at H&M over the direct competitors
because of their sustainability focus. This objective
should also be achieved six months after the full
microsite launch.
‘ADOPT A CONSCIENCE’
COGNITIVE & BEHAVIOURAL OBJECTIVES
The objectives for H&M’s ‘Adopt a Conscience’
campaign is to make 70% of the target group aware of
H&M Conscious’ 7 commitments. This objective should
be achieved while and before the campaign is running -
within the first 37 days from pre-launch start.
Out of the 70%, 30% of the target group should go visit
the #Mission2020 microsite again after the campaign
has ended to read more about H&M Conscious and
what sustainable initiatives they have and work with.
This objective should be achieved 2 months after the
campaign start.
For H&M to change their brand position and the
consumer perception of the brand they will use a new
communication message that signals their values and
makes them stand apart from its competitors. This
proposition is meant to send the message to consumers
that H&M wants to be conscious and they want YOU to
come and be conscious together with them. Sending
a message as an ‘invitation’ enables H&M to say they
are conscious in a way where it is not just a statement
but an invitation for the consumers to come along and
see what H&M does and how they can help to make a
better fashion future.
‘Adopt a Conscience’ is the launch/promotion campaign
for H&M Conscious and the introduction to H&M’s new
#Mission2020 microsite. Therefore for this project there
will be two objectives to achieve: one for the campaign
and one for the microsite. The following explains the
objectives for the campaign which will run over 7 days
with a 30 day pre-launch promotion and the microsite
that is meant to be an on going site together with H&M’s
other online channels.

14. 26 27
COMMUNICATION STRATEGY
CREATIVE BRIEF
The creative brief sums up the communication
strategy and the different elements it is built from.
CLIENT
H&M (H&M Conscious)
PRODUCT
Mission2020 microsite & launch
campaign app ‘Adopt a Conscience’
MAIN OBJECTIVE
To convince Eco-Conscious Millennials that
H&M is a sustainability focused brand
TARGET GROUP
Women aged 20 – 30 years old with an interest in
sustainable living and fashion trends.
Specifically – Janice Van Alebeek. 24 years old.
Amsterdam
SUPPORT
1. H&M is the leading sustainable fast fashion retailer
and the no. 1 user of certified organic cotton
2. Target prefers simple inexpensive sustainable
solutions that will not require extra time or money: H&M
Conscious is not more expensive or more complicated
3. Target prefers visual and entertaining translations of
informative material like; serious gaming, infographics
and visual video guides
STRATEGY&TACTICS
By informing Janice about how H&M is conscious
by having her interact and engage with the ‘Adopt a
Conscience’ app and the #Mission2020 microsite
PROPOSITION
Be Conscious with H&M
COMPETITION
Direct: Zara, Pull&Bear, Forever 21 & Primark
Indirect: ASOS, G-star, Nike, Adidas & Levi’s
MANDATORY ELEMENTS
Microsite and App
TONE OF VOICE
To the point, honest, humorous
Since the target group is Millennials the tone of
voice shouldn’t be too serious, but should be
informative in a fun and visual way
DESIRED CONSUMER RESPONSE
‘Wow, I had no idea H&M has so many sustainable
initiatives – I’m gonna join #Mission2020 and
participate in H&M Conscious initiatives to help
them reach their goal.’
MEDIA REQUIREMENT
Online advertisement, print advertisement
and in-store advertisement

15. 28 29
THE BIG IDEA
Because this project consists of two parts, the
microsite and the launch campaign, both concepts
will be described in this chapter. The big idea is the
The goal for the creative concept is to make H&M recognised as a
sustainability focused brand amongst Eco-Conscious Millennials.
#MISSION2020
- ADOPT A CONSCIENCE
CREATIVE CONCEPT
ENTERTAININGINTERACTIVEINFORMATIVE
· ·
#MISSION2020
Mission2020 will be the title of the microsite for H&M
Conscious to create awareness about H&M as a
sustainable brand so they can reach their goal of using
100% organic cotton by the year 2020. Besides having
focus on reaching the goal by 2020 the microsite will
also tell the story about H&M Conscious 7 Commitments
to sum up the sustainable initiatives and projects
H&M have been and are currently working on. This
information will be translated into a simple illustrated
layout that the target group can interact and engage
with. #Mission2020 is the mission to make fashion
sustainable and sustainability fashionable together
#Mission2020 microsite and ‘Adopt a Conscience’ is the
launch campaign to make the target group aware of the
microsite. The overall values for these concepts are:
as one team. All activities related to the website will
be hash-tagged with #Mission2020 to keep creating
awareness online about the site and H&M’s 2020 goal.
ADOPT A CONSCIENCE
Adopt a Conscience is a 7 day fashion challenge
made from H&M’s 7 commitments translated into
daily interactive mini-games. The mini-games
challenge the consumers to be as conscious as
possible by doing 7 different virtual conscious acts
to gain more consciousness and to learn about
H&M’s conscious work.
VALUES

16. 30 31
CREATIVE CONCEPT
#MISSION2020 - MICROSITE
The microsite is in this case the best medium to create
an interactive information platform, which can function
as a place where H&M can continuously inform and
connect with its Eco-Conscious consumers.
The idea is that consumers should be able to leave
the page and then come back and see how far H&M
is reaching their 2020 goal, read news updates, get
Conscious style tips and be informed about sustainability
and sustainable living. In the best case scenario this
will potentially become a platform for an H&M consumer
brand community where not only H&M is giving out
information but where consumers can interact with each
other and the brand.
MICROSITE SITE MAP
VISUAL TONE OF VOICE & OVERVIEW
The microsite site will function as information central as
well as inspiration source on how consumers can help
H&M reach their 2020 goal of using 100% sustainable
organic cotton by the year 2020. This goal is also part
of H&M’s aim for ‘Closing the loop’ and the ‘Garment
Collecting’ initiative where the idea is to not let any
fashion go to waste by collection, re-using and turning
old clothes into new garments to create a zero-waste
garment life-cycle.
#Mission2020 will happen on a microsite with an
independent URL but with a direct link to and from all
H&M’s other online channels: main website, social
media, video channels etc.
To get an overview of what information will be available
on the microsite the flowchart shows where and what will
be featured on the site. The site consists of three pages:
#Mission2020, Adopt a Conscience and The Conscious
Collection. After the campaign has ended the Adopt a
The visual values for the #Mission2020 microsite are:
DYNAMICCONTEMPORARYCLEAN
· ·
#MISSION2020
ABOUT H&M
CONSCIOUS
ABOUT ADOPT A
CONSCIENCE
HOW TO PLAY
DOWNLOAD APP
CONSCIOUS
MATERIALS
SELFIE
CENTRAL
THE 7
COMMITMENTS
CONSCIOUS
VIDEOS
ADOPT A
CONSCIENCE
H&M CONSCIOUS
COLLECTION
Conscience page will be removed and the #Mission2020
and The Conscious Collection will be merged into one
long page. Also after the campaign the app will instead
of being a game have the same content as the microsite.
PAGE ‘#MISSION2020’ TOP BANNER
PAGE ‘CONSCIOUS COLLECTION’ TOP BANNER

17. 32 33
CREATIVE CONCEPT
ADOPT A CONSCIENCE - CAMPAIGN
Because the target group prefers visual and entertaining
interpretations of informative material mini-games
will be a relevant way to inform the target about H&M
Conscious’ work and initiatives. Also Adopt a Conscious
is a fun and easy-to-digest way of sending a sustainable
brand message without making the consumer pressured
into a full lifestyle change.
ADOPT A CONSCIENCE IS AN APP
THAT SHOWS BEING CONSCIOUS
DOESN’T MEAN BEING BORING.
The idea is to make the target group engage and
interact with the brand in a fun, entertaining and
informative way. Adopt a Conscience is based on the
nostalgic keychain game Tamagotchi where you have to
keep your virtual pet alive by taking care of it as if it was
a real pet. Adopt a Conscience is a simplified version
of this retro game where H&M consumers can Adopt a
Conscience which they have to keep alive by playing
daily sustainable themed interactive mini-games that
are based on H&M’s 7 Conscious Commitments.
The ‘Conscience’ consumers adopt will be visualized
as a Cotton ball that lives in an environment, which,
depending on if the player win or loses, simulates
a sustainable environment and a non-sustainable
environment. This is an indirect way of showing
ADOPT A CONSCIENCE
THE MINI-GAMES
PAYOFF
consumers the real life consequences of not being
conscious for both brands and consumers. When
the player loses, the environment will become more
urbanized and polluted and when the player wins the
environment will improve and become more green and
clear. Also like the Tamagotchi, the Cotton ball’s mood
will change together with the environment from happy if
the player wins to angry if the player loses.
The game difficulty level will be medium-high to show
consumers that it takes work to be conscious but if you
make it you will be rewarded, which in this case will
be visualized by an improving environment for their
Conscience. Also, to increase the motivation level for the
target group to participate in the campaign each mini-
game, depending on performance, can earn the player
up to 10 Conscious points. These Conscious points can,
when the campaign has ended, be exchanged to real
store-credit for H&M Conscious products.
After each game, whether win or loose, there will be
a pop-up information about what H&M is doing in
relation to the Conscious commitment the mini-game
is based on.
The campaign will run over 7 days with one mini-game
per day each related to H&M’s 7 Commitments.
As described in the first chapter ‘About H&M’ the 7
Commitments are H&M’s 7 ways of being Conscious.
The 7 commitments are also a way for H&M to inspire
it’s consumers to think and be more conscious them-
selves so they can help H&M reach their future goals.
Therefore it was relevant to use these commitments
as the concept base for the ‘Adopt a Conscious’ mini-
games, to have a direct link to H&M Conscious and
what they want their consumers to be aware of.
BIG BLOWOUT
This commitment is about how H&M commits to provide
conscious fashion that is good for the environment and
the people who make and wear it. ‘The Big Blowout’ will
challenge the player to clean an item of clothing so it will
be free from chemicals and pesticides. This is one of
the things H&M is improving in their garment production
under this commitment.
1. PROVIDE FASHION
FOR CONSCIOUS CUSTOMERS
5. REDUCE, REUSE AND RECYCLE
6. USE NATURAL RESOURCES
RESPONSIBLY
3. BE ETHICAL
7. STRENGTHEN COMMUNITIES
4. BE CLIMATE SMART
2. CHOOSE & REWARD
RESPONSIBLE PARTNERS
SHAKE YOUR MONEY MAKER
This commitment is about how H&M chooses and
rewards their partners and garment suppliers. ‘Shake
Your Money Maker’ will challenge the player to make
more money so that the minimum wage for the garment
workers will increase. Increasing the minimum wage in
poor production countries is one of the things H&M is
improving with this commitment.
THE TURN-OUT
This commitment is about how H&M commits to
respect human rights and take a clear stand against
any form of corruption. ‘The Turn-out’ challenges
the player to turn factories green so they can be
approved by H&M’s ethical business standard. H&M is
training staff who are in regular contact with business
partners to help them implement this ethical business
standards in their daily work.
HOT OR NOT
This commitment is about how H&M takes ‘climate
smart’ actions to reduce climate impact. ‘Hot or Not’
challenges the player to keep the washing machine
temperature on 30 degrees to be climate smart. H&M
strives to inspire and inform consumers about how to
reduce climate impact, for example by washing your
clothes on 30 degrees instead of 40 degrees.
CLEAN-UP DAY
This commitment is about how H&M aims for zero waste
and reduce, reuse and recycle wherever they can.
‘Clean-up Day’ challenges the player to recycle as many
old clothes as possible for H&M to create new clothes
from. H&M is running a global Garment Collection
initiative for consumers to hand in old clothes in stores
as part of their aim for zero waste.
TAP DANCE
This commitment is about how H&M is focusing on
reducing natural sources to make a positive change on
the environment. ‘Tap Dance’ challenges the player to
use as little water as possible while producing a pair of
jeans. H&M is committed in reducing water usage as
much as possible in garment productions.
THE DROPOUT
This commitment is about how the H&M Conscious
Foundation is improving different community and cultural
issues in third world countries. ‘The Dropout’ challenges
the player to clean water to make it clean enough to
drink. One of the Conscious Foundations main focus
areas is providing access to safe drinking water together
with WaterAid.

18. 34 35
CREATIVE CONCEPT
ADOPT A CONSCIENCE - MINI-GAME APP
MINI-GAME VISUAL OVERVIEW
MINI-GAME DETAILS
VISUAL VALUES
This visual overview illustrates how the environment
changes and how one of the 7 commitments have
been translated into interactive mini-games.
HOW LONG WILL THE CAMPAIGN
BE?
The campaign itself will run over 7 days with one mini-
game pr. day. One month before the campaign starts
the campaign promotion will begin online.
WHAT WILL THE GAME COST?
The Adopt a Conscience campaign will be free of
charge for all consumers.
HOW CAN USERS ADOPT?
Users can adopt by downloading the app and sign
in with their e-mail, Facebook or Twitter account.
WHAT WILL USERS ADOPT?
The user adopts an organic cotton ball character that
changes mood depending whether you win or lose.
The cotton ball will have 3 lives from game start.
WHAT IS THE PURPOSE?
To keep the cotton ball alive by playing a daily
mini-game about sustainability to learn about H&M
Conscious and to earn Conscious points, which can
be exchanged into H&M Conscious store credit.
WHAT ARE THE MINI-GAMES
ABOUT AND HOW DO YOU PLAY?
Every day of the campaign a user can play a mini-
game on the Conscious app. The mini-games let the
player do virtual conscious acts to teach them about
how they can be conscious in real life. Each game
will be based on one of H&M’s 7 Commitments and
challenge the player to work as fast as possible to
be as conscious as possible.
Before every game there will be a how-to-play
introduction and a 5 second try-out game so the
player will know how to play the actual game.
HOW LONG WILL EACH GAME BE?
All games will be time limited to increase the difficulty.
Each game will between 20 – 30 seconds long.
HOW DIFFICULT WILL
THE MINI-GAMES BE?
The level of difficulty for the mini-games will be
medium-hard so the player will feel like it is a
challenge to win and earn Conscious points.
Adopt a Conscience will be a mobile device campaign
and therefore consumers will have to download the app
to play the game and participate in the campaign. Mobile
marketing is relevant for the target group because they
are tech-known, online 24/7 and a majority owns a
smartphone and/or tablet that makes them reachable
VIBRANTCOLOURFULSIMPLE
· ·
all hours of the day. An app also makes it possible to
continuously remind the player of the daily games by
sending push-messages and after the campaign send
push-notifications about news, changes, new
campaigns etc.
This will also reflect the fact that being conscious is
not just something you do easily. You have to work for
it and the more conscious you are the more positive
the outcome.
WHAT HAPPENS IF YOU
WIN THE GAME?
Depending on the users game performance a mini-
game can earn 3, 5, 7 or 10 points. Also the mood of
the cotton ball and the background environment will
increase.
WHAT HAPPENS IF YOU
LOSE THE GAME?
If the user loses a mini-game she will receive 0
points and lose one life. Also the mood of the cotton
ball and the background environment will decrease.
WHAT HAPPENS IF THE USER
LOSES THREE TIMES?
If the user loses three times the cotton ball dies and
all points will be lost. There will be a restart option
with 3 new lives and 0 points.
HOW WILL H&M GET THEIR
CONSCIOUS INFORMATION
ACROSS WITH THIS GAME?
After each mini-game (win or lose) there will be an
information pop-up with H&M Conscious info related
to the commitment the game is based on.
WHAT IF A USER JOINS /
ADOPTS AFTER THE CAMPAIGN
HAS STARTED?
If a user signs in after the campaign has started
the user will start with 0 points from that day.
WHAT WILL THE END PRIZE
(GOAL) FOR THE USERS BE?
When the campaign ends the amount of Conscious
points the user has won can be exchanged into
H&M store credit. One Conscious point will give the
consumer €0,70 which means that a consumer can
earn up to a maximum of €50. The store credit can
only be used on Conscious products either online or
in H&M stores worldwide.
ENVIRONMENT & COTTON BALL
MINI-GAME NR. 6 - TAP DANCE
INTRO HOW TO PLAY THE GAME RESULT H&M INFO NEW ENVIRONMENT

19. 36 37
CREATIVE CONCEPT
APP SITE MAP
HOW TO PLAY: 3 STEPS
INTRO ABOUT HOW TO
PLAY
GAME
INTRO
HOW TO
PLAY
GAME
TRYOUT
MINI-
GAME
GAME
WIN
POINTS
STORE
CREDIT
TICKET
- 1 LIFE
- 3 LIVES:
RESTART
GAME
LOSE
ABOUT PRICE
MAIN
SCREEN
MENU
At the end of the fashion
challenge you will get all your
Conscious points exchanged into
H&M store credit to spend on the
latest Conscious Collection &
other Conscious product s
WIN
HOW TO
Go to the bottom of the site and
download the Conscious App to
adopt your very own little cotton
ball. You have to keep it alive
and in a safe environment by
doing one virtual Conscious
act a day
ADOPT
HOW TO
find out what H&M is doing to
Every day a new mini-game
will challenge you to be as
Conscious as you possibly can,
to earn Conscious points and
make conscious fashio n
PLAY
HOW TO

20. 38 39
To make sure the campaign will be noticed by the target group there needs
to be a strategy on how, when and where to communicate.
CAMPAIGN PLANNING
& EXPENSES
COMMUNICATION MEDIA TOOLS & BUDGET
Since H&M is a global corporate brand they have the
advantage of not only having a big spending budget but
also a lot of established communication channels both
online and offline. Therefore for this project everything
will be done in-house and will be promoted through
H&M’s own online channels and in-stores. The target
group sees and reads 70% of news and advertising
online and through social media. Because of this there
will not be any need for out-sourced promotion like
billboards, bus banners etc.
The media tool H&M will use for the campaign and
microsite will be:
ONLINE ADVERTISEMENT
Web banner / streamer on H&M’s main website
& store: hm.com & about/hm.com
Web banner / streamer in H&M’s weekly newsletter
social media posts on H&M Facebook, Instagram,
Twitter, Google+ & Youtube profile
app banner in H&M’s iPhone & Android app
PRINT ADVERTISEMENT
(only for the microsite)
2-page spread in H&M’s catalogue.
IN-STORE ADVERTISEMENT
Promotion will only be done in H&M stores located in
European capitals; In-store poster and window display
See under Campaign time frame which tools will be
used when.

21. 40 41
COMMUNICATION MEDIA TOOLS & BUDGET
BUSINESS PROBLEM
PHASE ONE
CAMPAIGN
PROMOTION &
MICROSITE PAGE
ONE LAUNCH:
30 DAYS
Campaign app and
campaign microsite page
goes online.
Campaign / promotion
video on H&M social media
and web shop
Weekly social media posts
on H&M Facebook, Twitter,
Instagram and Google+
Web banner on web shop
and in newsletter
Full microsite goes online.
Campaign / promotion video
on H&M social media and web
shop
Daily social media posts
on H&M Facebook, Twitter,
Instagram and Google+
Web banner on web
shop and newsletter
In-store promotion: behind
counter posters & window
display banner
Social media posts on H&M
Facebook, Twitter, Instagram
and Google+
Web banner/streamer on H&M’s
main website & store: hm.com
& about/hm.com, Web banner
/streamer in H&M’s weekly
newsletter, app banner in
H&M’s iPhone & Android app
2-page spread in H&M’s
catalogue.
In-store promotion: behind
counter posters & window
display banner
The promotion for the campaign
will start 30 days prior to
campaign start. Also the
campaign page on the microsite
will be online for consumers
to go to and read about the
campaign and to download the
app before the campaign starts.
30 days will be enough time to
prepare the consumer for an
upcoming event without having
to wait too long and forget
about it.
After 30 days the campaign will
start and the full microsite will be
online. The campaign page on
the microsite will still be visible
till the end of the campaign so
consumers can still participate
and read about it.
While the campaign is running
there will still be ongoing
promotion to create awareness
about the full microsite launch
and the campaign.
When the campaign ends there
will still be ongoing weekly
promotion for the microsite
for one month and after that
the microsite will be regularly
mentioned on social media, H&M
webshop and in newsletters.
To be able to measure whether
the objectives for the project
have been achieved there will
be a review two months after the
campaign and one again after 6
months for the microsite
MEDIA TOOLS
MEDIA TOOLS
MEDIA TOOLS
DAY 1 - 30 DAY 30 - 37 DAY 37 - 207
CAMPAIGN &
FULL MICROSITE
LAUNCH:
7 DAYS
EVALUATION
OF CAMPAIGN
&MICROSITE:
2 - 6 MONTHS
PHASE TWO PHASE THREE
POSITIONING
CAMPAIGN IDEA
COMMUNICATION
BARRIER
COMMUNICATION
TASK
COMMUNICATION
TACTICS
1. Target does not like
traditional sustainable
branding; go green or
go home
The Campaign strategy base gives an overview of
the campaign, what communication barriers there are
between the brand and the target, how these barriers
1. Using gamification
and interactive elements
to engage the target
group to be a part of
#Mission2020
1. Smartphone / tablet
application and
interactive microsite /
illustrated web universe
2. Target does not
know what sustainable
initiatives and project
H&M is working on /
has already done
The time frame for the campaign and the microsite will
stretch over three phases: first phase will be campaign
promotion together with the campaign page on the
microsite going online. Second phase will be the actual
2. Inform target about
H&M Conscious in a
visual, entertaining and
convincing way
2. App awareness
campaign, interactive
microsite / illustrated
web universe and online
promotion
3. Making sure the
information is translated
in an authentic and
honest way
3. Make the target
responsible for keeping
their Conscience alive by
doing virtual conscious
acts, which simulates
real life
3. App awareness
campaign, illustrated
brand story and goals
on microsite and online
/ in-store awareness
promotion
Consumers don’t believe in cheap
sustainable clothing, so consumers don’t
believe in H&M Conscious
Be Conscious with H&M
#Mission2020 - Adopt a Conscience
CAMPAIGN COMMUNICATION STRATEGY BASE CAMPAIGN TIME FRAME
can be broken and finally with what media tools
this is going to be done.
campaign start together with the full launch of the
microsite. The third and last phase will be the evaluation
of the campaign and microsites impact to see whether
the objectives were archived.

22. 42 43
COMMUNICATION MEDIA TOOLS & BUDGET
CONSUMER JOURNEY BUDGET & COSTS
H&M consumer sees
the promotion inside
a H&M store
H&M STORE
MICROSITE
GAME
WIN PRICE
APP
DOWNLOAD
SHARE
SHARESHARE
SHARE
H&M consumer sees the
promotion online: H&M
webshop, social media
or main website
Consumer goes to the
microsite and sees
campaign promotion
Consumer participates
in campaign and plays
daily mini-games
Consumer
downloads the
campaign app
Consumer wins
mini-game and gets
Conscious points
Consumer
exchanges
Conscious points
into store credit
H&M ONLINE
The consumer journey is illustrated to show how the
consumer gets from A to B while the campaign is
running and all the steps in-between. Also the consumer
journey shows from where / when consumers will
potentially share information about the campaign
and attract new consumers.
Direct step
Potential share
Potential new consumer
H&M is known for spending a lot of money on promotion
and collaborations with stars like David Beckham,
Beyonce, Gisele Bündchen and many others to promote
the brand. H&M spends millions of SEK every year on
marketing and promotion, which indicates that H&M
would not have a problem affording a campaign of this
size.
In September 2014 H&M launched an online and social
media campaign for the opening of Europe’s biggest
H&M store in Rotterdam. The campaign in collaboration
with IIZT was called ‘The biggest fashion challenge’,
where consumers could challenge each other online in
a fashion game to win tickets for the opening event or
gift-cards to spend on the October collection.
The ‘game’ consisted of consumers making their own
virtual avatar styled in H&M clothes, which then had to
WEB & APP DEVELOPMENT &
PROGRAMMING
ESTIMATED TOTAL
€2.025.000
MARKETING & PROMOTION
stay on the top list to win exclusive tickets to the store
opening. Besides the ‘game’ element of having to stay
on the top list there were also questions about fashion
and Rotterdam that the player had to answer. The
campaign was planned to run for two weeks but reached
the desired objectives within the first 24h with 1500
avatar creations. At the end of the campaign there were
10.000 creations and the site had almost 200.000 views.
Therefore it would not be unlikely for H&M to run
a similar online campaign to set themselves in the
spotlight on an even bigger scale. Also this shows that
H&M has already experimented with the gamification
method in their marketing. This resulted in great success
for their Millennial segment and leaves no reason to not
do it again.
COSTS
Since H&M already have an in-house team for web and
app development the costs will not be as extensive as if
they would have to outsource the work. These following
costs are an estimation on how much time and money
H&M would have to put into this project. The campaign
will only cover the European market.
Application & microsite
development & programming
Estimated time: 6 months
Number of people: A team of 5 people
Average hour rate pr. person: €60 (this is
set lower then normally because H&M can
do everything in-house)
1 person costs:
One week: 37 hours x €60 = €2220 pr. week
6 months: 26 weeks x €2220 = €57.720
All 10 people costs:
€57.720 x 5 people = €288.610
In total around: €300.000
Game prize store credit
Estimated participants: 100.000 people
Average win: €15
100.000 x 15 = €1.500.000
In-store & online advertising
Online: €20.000
Promotion video (illustrated): €5000
In-store (only major flagship stores): €200.000

23. 44 45
H&M & H&M CONSCIOUS
H&M COMPETITORS
ECO-CONSCIOUS MILLENNIALS
COMMUNICATION STRATEGY
CREATIVE CONCEPT & DESIGN
CAMPAIGN PLANNING & EXPENSES
SOURCES
SOURCES
DESK RESEARCH
www.about.hm.com
www.about.hm.com/en/about/
sustainability/hm-conscious
See desk research process book
for sources for H&M critics
REPORTS
H&M Sustainability report 2014
MARKET RESEARCH
Survey with Millennial H&M customers
Observation in H&M flagship store, Dam Square,
Amsterdam
BOOKS
Posner, Harriet. (2011) Marketing Fashion, Laurence
King Publishing Ltd
DESK RESEARCH
See desk research process book for sources
MARKET RESEARCH
Survey with creative Millennials
Survey with Millennial H&M customers
Interview with Millennial influencers and non-influencers
Interview with Millennials expert co-author of unicorn
book Pernille Kok-Jensen
IMAGES
The images of the target group persona is of a friend:
www.facebook.com/janice.vanalebeek?ref=ts&fref=ts
BOOKS
MARE Research. (2014), Always be yourself,
unless you can be a unicorn
then always be a unicorn, Bis Publishers
Posner, Harriet. (2011) Marketing Fashion,
Laurence King Publishing Ltd
DESK RESEARCH: COMPETITORS
ONLINE
www.about.hm.com/en/about/sustainability
www.primark.com/en/our-ethics
www.zara.com/en/company/our-mission-statement
www.pullandbear.com/en/policies
www.forever21.com/CustomerService/en-US/
socialresponsibility
OBSERVATIONS: COMPETITORS
OFFLINE
H&M flagship store, Dam Square, Amsterdam
Zara flagship store, Kalverstraat, Amsterdam
Primark flagship store, Ankersmidplein, Zaandam
Pull&Bear flagship store, Kalverstraat, Amsterdam
Forever 21 flagship store, Kalverstraat, Amsterdam
BOOKS
Posner, Harriet. (2011) Marketing Fashion, Laurence
King Publishing Ltd
DESK RESEARCH
Trend research:
www.WGSN.com
www.trendwatching.com/trends/youniversalbranding.php
www.forbes.com/sites/robertpassikoff/2013/12/04/brand-
and-marketing-trends-for-2014/
www.business2community.com/marketing/7-game-
changing-marketing-trends-engage-customers-build-
brand-0978234
MARKET RESEARCH
Survey with creative Millennials
Survey with Millennial H&M customers
Interview with Millennial influencers and non-influencers
Interview with Millennials expert co-author of unicorn
book Pernille Kok-Jensen
BOOKS
Posner, Harriet. (2011) Marketing Fashion, Laurence
King Publishing Ltd
DESK RESEARCH
Serious gaming & apps
www.adobe.com/resources/elearning/pdfs/serious_
games_wp.pdf
www.bluecloudsolutions.com/blog/conquer-games-
news-strategies-for-indie-app-developers/
www.nielsen.com/us/en/insights/news/2014/
smartphones-so-many-apps--so-much-time.html
IMAGES (USED ON MICROSITE)
Conscious clothes images: www.hm.com
Instagram images:
www.instagram.com/p/pqHbPzB8E7/
www.twitter.com/dodaro_giulia
www.pinsta.me/elle_belgie
www.www.popsugar.com.au/fashion/HM-Melbourne-
Australia-Opening-34512101#photo-34512687
www.instagram.com/p/1bdXuHOO06/
www.instagram.com/p/oWURakSrjq/
BOOKS
Posner, Harriet. (2011) Marketing Fashion,
Laurence King Publishing Ltd
Chapter 9, Interactive, from unknown book:
material from semester 4 on dlwo
DESK RESEARCH
H&M Rotterdam campaign by IIZT
www.iizt.com/project/nederlands-hm-en-iizt-lanceren-
the-biggest-fashion-challenge/
App / web development
www.bluecloudsolutions.com/blog/cost-develop-app/#
www.smallbusiness.chron.com/average-revenue-iphone-
game-60261.html
REPORTS
H&M Annual report 2014

24. CREATEDBYSINEE.LUND
GRADUATIONPROJECT-2015
AMSTERDAMFASHIONINSTITUTE
MADE FROM 100%
ORGANIC COTTON
CONSCIOUS