1. H & M Hennes & Mauritz AB
NYU Mobile Marketing
Pam Nochlin
2016
2. 2
Overview
H&M designs inexpensive fashionable clothing for men and women 18 to 45, children's apparel and
its own brands of cosmetics
Hennes, (“hers” in Swedish), originally sold women's clothing, first opened in Sweden in 1947
In 1968 they added menswear and changed the name to "Hennes & Mauritz" (H&M).
Currently in 61 countries with over 3,700 stores, (400 in the US)
Germany is its #1 market, accounting for more than 20% of sales
Ranked 2nd
largest global clothing retailer, behind Spain-based Inditex (parent company of Zara),
Leads over the 3rd
largest global clothing retailer, United States based Gap Inc.
No. 84 in the Internet Retailer Europe 500
Source: Wikipedia https://en.wikipedia.org/wiki/H%26M
* Fast-fashion is a term retailers use to express designs move quickly from the catwalk to the public to capture current fashion trends.
H&M is a Swedish global retail-clothing, “fast-fashion*” clothing company
3. 3
Brand Mobile Strategy
In 2016 H&M will sell online in 9 new European countries:
Belgium, Bulgaria, the Czech Republic, Hungary, Poland, Portugal, Romania, Slovakia and
Switzerland
The digital store is mobile-adapted
They have improved:
navigation and search on e-retail sites
extended product selection
added more and higher-quality pictures
H&M rolled out “scan and buy” enabling use of smartphone to scan store item and order online which
saves the sale when the store is out of stock
H&M does not break out online or mobile sales
Source: H&M makes a big e-commerce push
https://www.internetretailer.com/2015/01/29/hm-makes-big-e-commerce-push
H&M has taken steps to connect its web and mobile assets with its stores
“While we are continuing our long-term investments,
we can see our investments in areas such as online starting to bear fruit,”
-CEO Karl-Johan Persson.
4. 4
Creative Mobile Campaign
H&M created a location-based campaign to drive foot traffic into stores
Mobile users who clicked on banner ads featuring David Beckham were
directed to a mobile site with a few options:
Mobile users could locate a nearby H&M location
Participate in a scavenger hunt to win an H&M gift card valued at
$1,00
Participants could map out locations of the statues around their city
Could get self portraits with the Beckham statues using Instagram
then tag them with #HMBeckham..
The campaign was highly successful,
Not only did it help draw more foot traffic into three locations, it raised
the company’s visibility on social media
It was also an effective mechanism for engaging customers and
getting people to sign up for the email list.
Source https://blog.instant.ly/blog/2013/05/the-statue-of-david-hms-unique-mobile-marketing-strategy/
:
May 2013
6. 6
Weaknesses
1. Spring deals gets lost in the rotation and Free Shipping Code is buried
2. SALE button is too far down – have to scroll to find it
3. SALE button doesn’t note which area is on sale
4. Imagery not consistent – either close-up, cropped b/w or 4-color full head shots
5. Not clear on what these sections are: Divided, H&M Life, City Diaries, Collaboration and there are no
sections for Plus Sizes, Maternity, Shoes, Beauty or Accessories (didn’t know H&M carried these)
6. You can win 4 tickets to the Coachella festival but it’s totally buried.
1. 2. 4.3. 5. 6.
8. Forever 21
1.Younger vibe
2.Not as fashion forward
3.Fonts and graphics are inconsistent
4.Offers products under $5 which sets it apart from the others (and got me to click to see what
could be purchased for under $5!, ( don’t know why there’s “Under $5 and 500 Under $5)
5.The app logo is yellow/black which is not seen anywhere throughout
1. 2. 3.3. 4.
8
5.
9. Express
1. Opens with a b/w skyline – which doesn’t immediately say “fashion”
2. Clean layout and b/w brand-feel throughout
3. Only one to ask where I am and offer to connect me to the nearest store
4. Only one to thank me for downloading the app with a 40% offer
5. Only one to offer logo-branded merchandise
1. 2. 4.3. 5.
10. Zara
1. More sophisticated, edgy vibe, (bald model)
2. Clean consistent graphics
3. B/W feel does not follow through (all of sudden you see pink and bright blue)
4. TRF is their trendier line, which stands for “Trafaluc,” (a made-up awkward word)
5. Only one to incorporate “real” people and “real stories”
1. 2. 4.3. 5.
11. 11
Website Grader
H&M
0/30 in mobile!
Needs responsive design
Forever 21
30/30 in mobile
Zara 21
30/30 in mobile
Express
30/30 in mobile
12. 12
Website Grader
I have my own blog and couldn’t help but run the Website Grader. I was happy to see that it
received a 30/30!
Thrive Professional Women’s Group
30/30 in mobile!
13. 13
H&M Recommendations
1. Make featured deals static and clickable and not part of image rotation
2. Make Free Shipping Code more prominent
3. Move SALE button to top
4. Break SALE button into sections so it’s one click
5. Add buttons for Plus sizes, Maternity, Shoes, Beauty and Accessories
6. Add descriptors for Divided, H&M Life City Diaries, Collaboration
7. Establish consistent brand image – choose close-up/cropped b/w or 4/C full head shot, (not sure
selling fashion with headshots is the best strategy)
8. Keep red/white branding throughout
9. Make deals easier to find (you can win tickets to a Coachella festival which is buried)
1. 2. 4.3. 5. 7.6. 8. 9.
14. 14
H&M Recommendations (cont’d)
Example A Example B Example C Example D Example E
1. 2. 3.
1. Group similar items together
Ex. A shows curtains next to a plant pot
Ex. B shows a storage basket next to a glass jar
2. Group similar stories together
Ex. C has a story about Denim followed by gluten-free treats
Ex. D features actress/singer Vanessa Hudgens followed by Editor’s picks clothes
3. Optimize screen for mobile device so you can see the full 3-line icon in the upper left corner
Ex. E shows it being cut off, (this icon is referred to as the “hamburger 3-line menu icon)
