H&M is seen as uncool by some because its fashion is mass-produced and affordable. To address this, the document proposes three ideas: 1. Producing a viral marketing campaign featuring "street demonstrations" in H&M stores promoting a message of equal rights and opportunities. 2. Commissioning a web series to interview people about preparing for the demonstrations and make H&M stores their "secret bases." 3. Staging flashy flash mob-style demonstrations against "invisible limits" like class, gender, and looks on the street or digitally. The goal is to make H&M seem cooler and more socially progressive by associating it with messages of equality and self-

1. For the Account School of Planning
By Kay To

2. 1. Defining the RFP
2. What is the quintessential of cool?
3. The answer to the RFP and how it can be brought to life

4. If a constant stream of designer collaborations is not enough to make H&M
cool, what can a one-off basketball shoes association do?

5. And besides, these are not your influencers.

6. – Shuana M, San Francisco – Victoria, fashion blogger, -’The petite one whose last
Yelp Elite Squad 2011, 22 year old, works in a name is Wu’, student, China
2012 cake shop, UK
And they love the fact that H&M are able to translate catwalk trends to
wearable street wear at affordable prices!

7. Cheap Monday – Reebok Collaboration

11. Higher price point due to human-centered design
Newcomer against incumbent IBM

12. Higher price point due to human-centered design
Newcomer against incumbent IBM
Humanistic
The challenger who stands for you, the individual

13. The underdog challenger appealed to the hippie culture (1984 ad)
Devices’ intuitive design wowed. Made great status symbols.

14. Seen as uncool because of mass availability
Seen as uncool because it is cheap

15. Seen as uncool because of mass availability
Seen as uncool because it is cheap
Is democratic by providing style for all
It stands for the individual by helping them dress forward

16. With the internet providing access to information free for all, society is
moving into a ‘all are equal’ culture even quicker than before.
People feel that they are not stop from their fullest potential in career, their
relationships because of class, nationality, wealth, colour, gender etc

17. The founders and therefore the culture of the company felt centered around
the hippie culture
They were the first mover in electronic products centered around an intuitive
user interface
The priority of the product was user design centered and the designers &
engineers worked to realise that vision

18. The founders and consequent CEOs are Scandinavian.
Its culture is perceived as one of equal rights.
They were the first mover (alongside with Zara) who made style affordable
to the masses

19. The times are shifting.
The world is on the cusp of change.
Opportunities that have been once barred from us because of our class.
Our nationality. Our colour. Our gender. Are becoming closer for us to lay
hold of. So close for our reach.
But wars are won in that blink of the first impression, so it’s time for us
to play dirty.
Because that’s just only fair.
You’re not going to know what hit you.
it’s time for us to kick it one notch up.
Take ourselves out on the streets and declare.

20. 1. When entering a site, you hear a sudden loud sound of glass breaking.
2. You look.
3. An internet banner of a black and white group portrait of similarly
dressed business has cracks.
4. You mouse over it (or on the phone, you touch it)
5. The picture shatters with the mouse to reveal a group of sharply dressed
men and women in the latest fashion (B&W)
6. Drives to H&M website after the picture is revealed

21. • FaceHunter (Yvan Rodic) to do a mini mockumentary series interviewing
people in various key markets (LATAM, China, U.S, Europe) on preparing
for a street demonstration for free and equal rights for all.
• To be done in H&M stores as if it were their ‘secret bases’

22. • To be set up by Yvan Rodic’s web series
• Stylishly dressed people of different shapes and sizes demonstrating
against invisible limits (class, gender, looks, etc) on the street
• Dependent on licensing from authorities or may use digital to arrange for
flash mobs.

25. 1. Has H&M explored having a design focused person to sit
as one of the key decision makers in H&M (similar to the
capacity of Amancio Ortega)?
2. Has H&M explored breaking the ‘H&M’ brand down to
different concepts similar to Inditex’s Zara, Pull & Bear
etc?
3. Has H&M explored the idea of original product design?
4. What is H&M mission and business goal ten years later?
5. How much of its business is H&M considering doing
online?

26. Judges for taking the time to read and critique
Allanjit Singh, Sonal Narain and Tulika for your invaluable guidance & input
And all my colleagues at Iris Nation who helped one way or the other! 