Brand Research on H&M to provide a solution for shopping during the pandemic with the application of social media tools. The solution - A Virtual Store

1. Application Of Social Media Tools
Akhshitaa Yadav

2. Brief History
Hennes & MauritzAB is a Sweden based multinational clothing-retail company known for fast-fashion brand
catering to men, women, teenagers and children with a wide range of products.
The company was founded by Erling Persson in 1947, when he opened his first shop in Västerås, Sweden.The shop
which was called Hennes (ie.Swedish for "hers"), sold only women's clothing. Another store was opened in Norway in
1964. In 1968, Persson approached the hunting apparel retailer Mauritz Widforss with hopes to merge companies
which led to the addition of a menswear collection in the product range and this led to Hennes & Mauritz or as
popularly known as H&M.
Wikipedia Contributors (2019). Multinational corporation. [online] Wikipedia. Available at:
https://en.wikipedia.org/wiki/Multinational_corporation

3. Core
Beliefs
Cost-conscious- quick lead time, sourcing
Sustainability- fabrics, less waste in production, solar powered/eco friendly
Fair and equal -pay and products
Keeping it simple

4. Vision
To innovate, influence, collaborate and lead the way towards a truly
sustainable fashion future.

5. Mission
(Aim
&
How)
- Recycling clothes (customers can bring in their old clothes)
-Innovative new materials
-More sustainable cotton
-Reduce electricity use in stores
-”greater energy efficiency, renewable energy and carbon sinks capable of absorbing
unavoidable greenhouse gas emissions.”

6. Brand Promises(/Priority)
- A climate positive value chain by 2040
-Openness and transparency
-Working together for good conditions in the supply chain
-FOUNDATION 500 ( “ 500 female business leaders from some of the world’s harshest startup environments. ” ; a
world over programme organised by the H&M Foundation and CARE to empower women through enterprise, which ran
from 2014 to 2017 which is now extended to 2020. )
-Recycling blend textiles
Hmgroup.com. (2010). H&M group | H&M Foundation. [online] Available at:
https://hmgroup.com/about-us/hm-foundation.html.

7. Products Offered
Customers will find everything from fashion pieces and
unique designer collaborations to affordable wardrobe
essentials, complete-the-look accessories and motivational
workout wear.

8. They also offer fashion-forward decor and accessories
for every room and style. The assortment ranges from
high-quality bed linen and timeless dinnerware to
stylish textiles, furniture and lamps; with contemporary
style and attention to detail at its core.

9. Product Lines
A P P A R E L S
CLOTHING SHOES ACCESSORIES MISCELLANEOUS BAGS SPECIALITY
Bottoms
(Pants & Skirts)
Tops
OuterWear
(Coats, Trench
Coats)
Lingerie
Formals
Heels
Sneakers
Sandals
Boots
Socks
Hair
Jewellery
Scarfs
Hats
IPhone Covers
Key Chains
Makeup Brushes
Hand Bags
Tote Bags
Backpacks
Beach Bags
Collaborations

10. Target
Customers
8 Months-35 Years Old
15-30 Year Old Women Most Popular
Blue Collar, Working Class
High Buying Power
Buyer Awareness
Product Diversity

11. Alex
Bradshaw - 22 years
- Psychology Student & an Influencer
Likes
- Fashion, planning shoots, discovering new
places
- Looking up trends, mixing her knowledge of
psychology and fashion to improve her page.
Style
- Casual Chic
- Neutral and Pastel colour pallet

12. Nadia
Mallik - 28 years
- Works at American Express
Likes
- Yoga, to read, fashion
- Works with organizations who work towards
stopping climate change.
Style
- Casual Formals
- Warm and soft colour pallet

13. Lauren
Foster
- 34 years
- Single mom, works as a preschool teacher
Likes
- Baking, fashion, watching films
- Spending time with her kids, finding new
recipes, painting
Style
- Effortless and prints
- Bright colour pallet

14. Core Competitors

15. Brand
Positioning
Collaborations w/ Artists & Designers
Second largest global clothing retailer
Fast Fashion for everyone at a low price
Trendy items at low prices
Wide product range
Limited online shopping
Capitalizing on Social Media

16. High no. of likes
Low no. of likes
Social Media
( Post Frequency :
30 Days ) Low High
Positioning
Map
Instagram
Avg no. of likes mentioned
9 k
80 k
60 k
4 k
100
2 k
20 k

17. High Price
Low price
Positioning
Map
$1.80
$4.99
$5.90
$11.99
$4.81
$14.64
$28.40
Narrow
Product Profile
Wide
Product Profile

18. Spring
Campaign
March
2016

19. -Warm tones/Colours -Minimalist Style -Modern Clothing
-Clothes that can be worn beyond season
Autumn/Winter 2017
Holiday 2018
Spring/Summer 2019

20. What’s The Message ?
Giambattista Valli + H&M 2019

21. M E S S A G E :
Fashion that is good for
The Planet
The People
& Your Wallet

22. -Celebration of love and diversity and more posts regarding their
theme(s) and inspiration(s). They have saved stories about their
sustainable fashion but hardly have any posts.

23. -More about how the clothes
are perfect for any occasion
and more descriptions of the
vibe they want their clothes to
give.
Facebook

24. -Similar to their accounts on
Instagram and Facebook, the posts
on twitter too describe their clothes
and it’s vibe.

25. Website

26. -More detailed and a deep insight about the brand, it’s workings, but most importantly
about sustainability.

27. Mobile
App
on
PlayStore

28. Newsletter

29. Physical
S P A C E

30. Touch Points E-Com Store App Insta/FB/Twitter
Models Professional Models
representing all shapes,
sizes & skin tones.
No models used Professional Models
representing all shapes,
sizes & skin tones.
Instagram Models and
Influencers (plus e-com)
Colours Mainly - Nude
shades,whites & blacks.
More of warm tones and
colours. But also a good &
balanced percentage of
bright colours. (like reds)
Mainly - Nude
shades,whites & blacks.
More of warm tones and
colours. Not very bright and
popping colours.
Background Nudes/Whites Neutrals, nude, and brown
shades seem to be
prominent.
Neutrals, nude, and
brown shades seem to
be prominent.
Neutrals, nude, and brown
shades seem to be
prominent.
Hashtags No hashtags used. No hashtags used. No hashtags used. #HM #HM ME
#HMMagazine #HMBeauty
#HMMama
#AtHomeWithHM
Styling Elements
& Props
Depending on the type of
collection, props are added.
Ex- Summer collection has
a lot of plants and leaves
and more accessories used.
Depending on the type of
collection, props are
added. Ex- Summer
collection has a lot of
plants and leaves and
more accessories used.
Depending on the type
of collection, props are
added. Ex- Summer
collection has a lot of
plants and leaves and
more accessories used.
Depending on the type of
collection, props are added.
Ex- Summer collection has a
lot of plants and leaves and
more accessories used.

31. H&M has 3 separate
or sub accounts
@hm_man
@hm_kids
@hm_home

32. Post Frequency :
Everyday 3 posts
which has now
dropped to 1-2 posts
Schedule :
Between 5-7 pm
(Indian Time)
Do they respond ?
Only to those who ask
questions with
problems like the
deliveries, vouchers,
stores & product
availability.
(If it is another language like french,
they respond in french.)

33. Most Liked Post Most Commented on Post
Different style and type of picture (ie Flatlay) from
the rest of the posts which are mainly from their
shoots.
This post is about how due to the coronavirus they
are shutting their stores down. People were asking
questions like about their deliveries and return
policy.

34. Stories Content
Updates about
their magazine
Challenges BTS of
collaborations
Pictures of their
staff

35. Strengths & weaknesses
of their Instagram Strategy
- Post everyday
- High level of engagement
- High no. of likes (AVG 80k)
- Min. 80 comments on a post
- Consistent colour pallet throughout
their page with breaks so some
brighter colours
- Happy pictures and vibes
- A lot of regrams of posts by
influencers wearing product(s)
- Positive messages
- Just enough use of links to commerce
Post everyday -
Not enough use of colour -
A confusing layout of the page -
Could experiment more with
graphics -
Do not reply to the people who
appreciate the post or compliments
their work -
Post too many stories whenever they
do which makes it less engaging -
Close to no use of celebrities -
Don’t do lives -
Could use more and catchy hashtags-

36. Recommendation
No.
1
A Layout For The Page (Consistent Colour Theme)
so that it is more eye catching and appealing and also which gives a
rest to the eye; a layout where the use of colour and quotes/messages
is more balanced.
H&M Example from gracey o’conelle

38. Recommendation
No.
2
Digital/Graphic Manipulation for example a simple
picture like on the left can made more interesting using simple
graphics like the picture on the right.
H&M Example from carharttwip

40. Recommendation
No.
3
More use of Interactive Stories can be used to create more
creative and interactive stories which will increase engagement. sticker on
Instagram Stories is perfect for gathering audience feedback and increasing
your audience engagement.
Examples
H&M

42. Brand Physique
- Prominent red and white colours for
packaging
-Neutral and warm colours
-Prints (Animal & Modern/Abstract Prints)
Brand Personality
Outgoing/Extrovert-
Trend Setter-
Young-
Stylish
“Keeping it simple”-
Relationship Mode
-Good understanding of their
customers since stylish and good
quality clothes at affordable prices.
-All styles/types of clothing
-Collaborates with high fashion brand
to provide them at lower prices
Culture
European-
International-
Exotic-
Fashion Conscious-
Customer Reflected Image
-Fashion Conscious
-Comfort with style
-Classy / Stylish
-Has a good understanding of fabrics
Customer Self Image
Stylish-
Comfort-
Affordable-
Cost-conscious

43. Persona Purpose
Language
Tone
Young-
Extrovert-
Stylish-
Trendy-
Educative-
Easy To
Understand-
Detailed-
-Informative
-Inspire
-Innovate
-Sustainable
-Cost-consci
ous
-Youthful
-Clear;to the
point;direct
-Inspirational

44. TOV
C h a r t
Tov Characteristics Inspire Trendy Fashion-
Conscious
Innovative
Description Inspires people to
become fashion
conscious, sustainable,
choose better fabrics,
recycle/reuse
Keeps designing
their collection
with what’s
trending
Trying to make a
difference, be more
eco-friendly, trying to
produce close to zero
pollution and waste
Innovating new
materials/fabrics,
recycling blend
textiles, urges people
to give their
discarded clothes to
them
Is Considerate,
motivating
Well-informed ,
evolving
climate positive,
sensitive, problem
oriented
Conscious,
experimenting,
creative,
independent
Is Not Ignorant Close minded,
stubborn,
monotonous
Aloof, indifferent,
absent minded
Nervous, confused,
undecided

45. Influential Straight Forward /
Transparent
Open-minded
Collaborates with
designers and luxury
brands with ‘conscious’
fabrics
Direct with their approach
towards sustainability and
about the steps they are
taking to ensure it.
Open to ideas and
suggestions of all kinds and
from everybody and
incorporates it as well
Smart, engaging, clever Honest, loyal Encouraging, friendly,
approachable
bland Fickle, artificial Egocentric
Tov Characteristics
Description
Is
Is Not

46. Event :
Launch Of A Virtual Store
The E -commerce is not
something temporary or just a
trend. It is here to stay and has
radically transformed the way in
which many companies are
managed. And also keeping in
mind that with the current
situation of the world,
e-commerce will definitely
expand to new dimensions.
The perfect balance between
graphic design and accessibility
is the key to making a
functionally and attractive virtual
store.

47. Understanding in detail, my idea of a virtual store is to simply put it a mix of online shopping and a store. A customer opens up the designated
website and the aim is to give the experience of a store to them on their device(s).
Since this pandemic is in place and research says that this is not going anywhere and that we have come up with a new normal, I think this can
work. Social Distancing is going to be the new thing and as mentioned e-commerce is going to touch new dimensions, this not only gives gives the
feeling of going out to a person in lockdown, it is also a great ‘pass time’ and also might generate employment.
The virtual store will be made keeping the aesthetics of the brand in mind and the way a normal h&m store is, clothes, accessories, etc can viewed
using the 360 degree view and can even perhaps have a trial room (example : how lenskart lets you try a glasses before you buy them). Buying of
items can be done how it normally is done on online shopping sites.
Idea Brief

48. OBJECTIVES
- Cost Saving (for both the store and the customer)
- Wider Audience and market (access new geographical locations)
- Availability (24/7)
- Experience (keeping in mind the lockdown)
- More Eco-Friendly
-To increase engagement, interaction and followers

49. KPI’S
Key
Performance
Indicators
-Cart Abandonment Rate
-Average Order Value
-Customer Lifetime Value
-Referral Sources (the links, ads, videos that help to redirect visitors on the website.)
-Impressions
-Post Reach
-Social Share Of Voice
-Average Engagement Rate

50. A U D I E N C E
H&M as brand has a very vast audience (for example from college students to moms)
but with the virtual store, H&M would be able to reach a much wider audience (on a
global level) and tap into areas where they don’t have stores and/or where they aren’t
known or recognised.
The core audience would definitely be millennials and post millennials.

51. CTA’S
Call To Action
I’m not crazy, my reality is
just different than yours.
Is it the same at H&M’s Virtual Store ?
Visit now to find out !
H&M’s VIRTUAL STORE
Is THE FUTURE here or is H&M
just a BEAUTIFUL LIAR ?
Come see for yourself !
“Shopping is my cardio”
-Carrie Bradshaw
Come workout at H&M’s Virtual Store !
Can’t complete your steps for the day ?
Shop at H&M’s Virtual Store, we have just the motivation for you !
Is ‘paying attention to detail’ a
strength mentioned on your resume ?
Now pay all your attention on our clothes with the 360 degree view
available on H&M’s Virtual Store !

52. “I like my money where I can see it :
hanging in my closet.”
-Carrie Bradshaw
Fill up your closet at H&M’s
Virtual Store !
“Don’t be afraid to fail.
Be afraid not to try.”
Feel free to try as much as you want and for as long at our trial room at H&M’s Virtual Store!
“If you get tired, learn to rest,
not to quit.” -Banksy
Come rest at H&M’s Virtual Store while you decide not to quit!
“The pain you feel today will be the strength you
feel tomorrow.”
Find the perfect dress for that tomorrow without the pain of walking through the entire store at H&M’s Virtual Store .
Take a stroll through the park or through
H&M’s Virtual Store.
You Pick .

53. TWO WEEK CONTENT
C A L E N D A R
INSTAGRAM TWITTER FACEBOOK APP WEBSITE LAUNCH

54. MAY 4
MONDAY
MAY 5
TUESDAY
MAY 6
WEDNESDAY
MAY 7
THURSDAY
MAY 8
FRIDAY
MAY 9
SATURDAY
MAY 10
SUNDAY
Textual Post
Announcement
About Virtual
Store Launch
[A brief explanation of
this store is about and
what it’s going to be]
[5:00 PM]
Story Uploads
Do a Q&A about
the store launch
through polls
asking what they
think it might be
[6-8 polls]
[Start at 5 PM]
Story Upload
Influencer Reveal
No.1 Hint/Sneak
Peak
[5:00 PM]
Short Video Post
Interview with the
head of the
website
[5:00 PM]
Textual Post
Explaining what
exactly a virtual
store is and what
kind of it has H&M
chosen to be.
[5:00 PM]
Text Posts & Story
BTS of the making
and announcement
of launch event.
[5:30 PM]
Boomerang (Story
Upload)
Guess The
Influencer
Who will be taking over
[5:30 PM]
Announcement
About Virtual
Store Launch
[same brief as
yesterday]
[2:00 PM]
Visual, Text Posts &
Story
BTS of the making
and a sneak peak
of launch event.
[1:30 PM]
Influencer Reveal
No.1
Who will be taking over
the launch event
[1:00 PM]
Visual, Text Tweets
BTS of the making
and a sneak peak
of launch event.
[10:30 PM]
Announcement
About Virtual Store
Launch & an
explanation of
what a virtual store
is and what kind of
it has H&M chosen
to be.
[8:00 AM]
Update the website
with the BTS &
sneak peak posted
all social media
platforms
[10:00 AM]
Image Post
A image of the
Virtual Store
loading
[6:00 PM]
Announcement
About Virtual Store
Launch
[A brief explanation of
the this store is about
and what it’s going to
be]
[3:00 PM]
Boomerang Story
Upload
Influencer Reveal
No.2 Hint/Sneak
Peak
[6:00 PM]
Image Post
Influencer
Takeover News
[5:00 PM]
Image Post
Influencer Reveal
No.1
[6:00 PM]
Image Post
Influencer Reveal
No.2
[7:00 PM]
INSTAGRAM TWITTER FACEBOOK APP WEBSITE LAUNCH

55. MAY 11
MONDAY
MAY 12
TUESDAY
MAY 13
WEDNESDAY
MAY 14
THURSDAY
MAY 15
FRIDAY
MAY 16
SATURDAY
MAY 17
SUNDAY
Image Post
Image Of The Main
Team Of The
Website
[5;00 PM]
Image (detailed post)
BTS of the launch
event
[5:00 PM]
Story Upload
Q&A
[Asking their followers
what they think of the
website and the event]
[All Day]
Text + Image
Thank You Post
[5:00 PM]
Story Upload & Regram
Influencer No.1
Reveals what time to
tune to H&M’s Live to
watch the reveal of the
website
[5:00 PM]
LAUNCH !
REACTIONS
Live with
Influencer No.2
[1:00-2:00PM]
Story Uploads [All
Day]
Image Post
Influencer Reveal
No.2
[1:30 PM]
Image (detailed post)
Of the website
when it opens with
a detailed caption
[3:00 PM]
Updates from the
Live Event & Story
Uploads
[All Day]
Text + Image
Thank You Post
[2:30 PM]
Tweet + Image
Influencers Reveal
& Image Of The
Main Team Of The
Website
[10:30 PM]
Updates from the
Live Event & Story
Uploads
[All Day]
Updates of all the
news uptill now
[8:00 AM]
Updates of all the
news uptill now
[10:00 AM]
REACTIONS
Live with
Influencer No.1
[1:00-2:00PM]
Story Uploads [All
Day]
Text + Image
Thank You Post
[10:00 AM]
Text + Image
Thank You Post
[1:30 PM]
Text + Image
Thank You Post
[8:00 AM]
Image Post
Image Of The Main
Team Of The
Website
[2:00 PM]
Story Upload & Regram
Influencer No.2
Reveals what time to
tune to H&M’s Live to
watch the reveal of the
website
[6:00 PM]
Textual Post
Q&A
[All Day]
Textual Tweet
Q&A
[All Day]
INSTAGRAM TWITTER FACEBOOK APP WEBSITE LAUNCH

56. The H&M Virtual Store is going to be an experience for the new ‘normal’ which is going to happen after the current lockdown. Upon my research of virtual stores I came
across a realisation that there are three types of VR Stores. So once I understood the differences of each store I decided that for H&M Type 1 which is a store available
online or only on device, I feel that keeping the current scenario in mind I think this is the most practical approach. The second type was outdoor based and the third is in
progress so I felt more confident with the first type which is complete and already being explored by a brand or two.
I aim to provide a similar shopping experience which is more real than online shopping and a little less real than going to an actual store. The customer should be able to go
a store for shopping while they are sitting on their sofa or lying on their bed.This Virtual Store is a blend of online shopping and an actual store. Both the have elements
that have inspired the design of the store.
The customer “enters” the store which is built exactly how an H&M store. The products are arranged keeping the mind the aesthetics of a H&M store. All the products
present at the store will provide a 360 degree view and you can also try the item on in H&M’s Virtual Trial Room. Any questions or queries a customer has will be answered
by help which will be available via actual store employees and already present dialog box which will be fed all the information one wants to know a product. So any
confusion should be cleared with the help of the 360 degree view and the dialog box.
For the payment the process will remain the same which is followed on online shopping sites. The customer will approach the counter and the total will be calculated and
presented to the customer who will then proceed to pay via cash on delivery or card, etc (the customer can choose).
Once the payment option is selected, the customer exits the store and the bought items will be delivered to the customer’s given address.
With the launch of the Virtual Store, the aim is to make H&M as a brand more approachable and reach areas where H&M’s stores haven’t.
The overhead cost falls down drastically which beneficial more both the customer and the company.
It also provides a totally new experience which is not present in the market as of now. Also anyone can access the website along with it’s experience, so for example a
person in Meerut can also view and shop at H&M without having to wait for a store to open. This also helps widen H&M’s customer base all over the world.
B R I E F

57. Measurement
Metrics -Engagement
-Awareness
-Share of voice
-Click-Through Rate
-Customer Care
(i.e Likes, comments, shares and clicks)
It would help in giving an insight on how much the audience is interacting and engaging with the brands social media and also
help bring to light the wrongs and the rights.
(Impressions & reach)
It gives an understanding whether the post is appearing on our customers page/ timeline or not and if not then how does one
achieve that.
(Volume & Perspective)
It indicates how much of the online sphere the brand is taking part in i.e is it covering and touching all topics and whatever the
trend is, is the brand is talked about more than the competitors and also what is brand being associated with.
(Conversions & Referrals)
Would give a good and deep understanding about how effective are the social media posts to convince or to make
the customer land on the website.
(Response Rate, Conversion Rate & Response Time)
Responding to customers and doing it fast helps build a positive impression on customers so it is essential to measure
whether the response rate and time is high enough or not. Responding to customers makes them feel heard so it integral
to respond to each and every one of the customer(s).

58. -Rate of Acquisition
-Bounce Rate
-Cost Of Acquisition
-Stickiness
It leads to helping in calculating rate of conversions.
Include all costs associated with the campaign or overall marketing (including items such as agency fees, media
costs and incentives).
Gives us an understanding of the number of times someone lands on your page, and then leaves it without checking
another page on your site.
(Of The Website)
measure of how well a brand resonates with consumers, how much the content is attracting them and making them linger on
the post or content.

59. POSTS ON SOCIAL MEDIA
STYLE AND AESTHETICS

60. Instagram Feed & Text Based Post (also used on stories)

61. The logo for the virtual store was designed keeping in mind the logos of H&M’s other
product lines.

62. Felice
Nova
Noordoff
(influencer
1)

63. Eleanor
Calder
(influencer
2)

64. INFLUENCERS
Felice has worked with H&M on a lot of projects and personally has an aesthetic which is similar to H&M.
Also the audience is familiar with her which is why I chose her to takeover on the launch day and not after.
Eleanor I chose because like felice her personal style matches H&M’s and the colour pallete as well.

65. MOCK UPS

66. M
A
Y
4
th
MONDAY

67. M
A
Y
5
th
TUESDAY

68. M
A
Y
6
th
WEDNESDAY

69. M
A
Y
7
th
THURSDAY

70. M
A
Y
8
th
FRIDAY

71. M
A
Y
9
th
SATURDAY

72. M
A
Y
10
th
SUNDAY

73. M
A
Y
11
th
MONDAY

74. M
A
Y
12
th
TUESDAY

75. M
A
Y
13
th
WEDNESDAY

76. M
A
Y
14
th
THURSDAY

77. M
A
Y
15
th
FRIDAY

78. M
A
Y
16
th
SATURDAY

79. M
A
Y
17
th
SUNDAY

80. tack själv !