Theresa is a 24-year-old fashion assistant editor in Brooklyn who runs a side fashion/lifestyle blog. During her lunch break, she saw one of her favorite influencers promoting a surprise unboxing event with H&M called "Haul & Meet". The event would feature influencers testing out items from three new H&M capsules - intrinsic, collective, and VIP - which range in price from $30-$80. It would also allow consumers to ask questions about the capsules and get styling tips. Despite her busy schedule, Theresa participated online through social media. She was inspired by the influencers' authentic reactions and ready to purchase the $50 collective capsule to review for her work

1. By Chelsea Candelario
CAPSULES

2. The H&M Spirit
Authenticity | Simplicity | Receptivity | Inclusivity | Affordability

3. THE CHALLENGE OF H&M
How does H&M integrate its digital and physical experiences,
while creating a product that compels engagement and impact its consumers lives?
THE GOAL OF H&M
To create a product that highlights the consumer’s individuality and provide a space for
one-on-one communication

4. intrinsic CAPSULE
Solely
H&M items*
$30
Collective CAPSULE
High-quality clothing +
H&M items*
$50
VIP CAPSULE
Curated items created by
the consumer.*
$80

5. Bustling Mom
Aspiring Trendsetter
Prepster

6. ● 24 years old
● Lives in Williamsburg, Brooklyn
● Fashion Assistant Editor @ Refinery29
● Side Hustle: Fashion/Lifestyle Blogger
● Interests: Fashion, Beauty, Music, Photography, Social
Media (i.e. Instagram, Bloglovin, Poshmark &
Youtube)
Theresa’s Basics

7. Day In The Life Of Theresa
Theresa spends her busy commute to work catching
up on the latest trends and reviews of fashion brands.
Based on her findings, she pitches articles at work and
jots down a few ideas for her own personal blog.
Recently, she became editorial assistant, so she’s
interested in changing her style, but at an affordable
price. Theresa is always open to new ideas and brands.
As an inspiring influencer, she wants to be a voice in
the fashion community. She’s inspired by popular
influencers who’ve helped her find her own style.

8. Daily Challenges For Theresa
Theresa is busy with her new position, so she has a
tough time focusing on her blog or social activities
like shopping.
She’s juggling paying for rent, student loans and
transportation. As a result, she finds alternative ways
to save money. (i.e. DIYS, Thrift-shopping, Sales)
Sometimes Theresa feels misguided by the
ever-changing fashion trends, the overwhelming
amount of influencers and finding a brand similar to
her style.

9. One day during her lunch break, she began scanning her Twitter feed when she saw her favorite
influencer promoting a surprise unboxing with H&M.
The influencer promised a glimpse at capsules filled with apparel, accessories and third-party
items. Also, a chance for people to ask her questions about the boxes, her own style, and more.
Theresa was intrigued to know more, so she pressed the link that led her straight to Haul & Meet.

10. ● The live-streaming event will feature influencers
every hour focusing on the three prominent
capsules and give basic information on how
consumers can get their own.
● People will have the chance to see their favorite
influencers from the across the country participate
in fashion/beauty challenges consumers picked.
○ My ___ Does My Voiceover
○ _ Minute Outfit Challenge
● Throughout the livestream, there will be ongoing
Q&As on the capsules with questions like:
○ What can consumers expect to be in each
box? For this item, how would a typical style
look like?
Haul & Meet

11. Haul & Meet ♡ Theresa Theresa participated, despite her busy schedule, by
checking in online through multiple channels.
She had the opportunity to see her favorite influencers
try products for the first time and get authentic
impressions.
She was able to interact, learn, and be inspired by both
influencers and other consumers. She was happy to be
involved and confident with asking questions.
Theresa is ready to purchase the collective capsule
and evaluate it via work, social media or her personal
blog.