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H & M

H&M is a Swedish clothing retailer that first opened in 1947 and aims to offer inspiring, high quality fashion at affordable prices. Their target audience is men and women ages 18-25 who are transitioning into professional life. To increase same store sales by 15% and attract back-to-school customers, H&M plans to launch a mobile app that allows users to see new trends, connect with others near them or at their school, and spend $500,000 over four months on a social media campaign using Facebook, Twitter, and Instagram.

Education◦Design◦Technology◦

“To us, design, quality and
sustainability are not a
question of price: we
should always offer
inspiring fashion with
unbeatable value for
money.”

Target Audience
 Men and Women ages 18-25
 Transitioning into a professional lifestyle
 Affordable prices

KPI
 Increase same store sales by 15%
 Student Discount
 “Back-To-School” Sale

BIGIdea
 Mobile Application
 See new trends
 Link people near your or at your school

Tools and Tactics Continued
 Instagram
 Blogging

Budget
 $500,000 monthly
 Four months planning
 500 Hours of work

Summary
 Connecting students at schools across the
country
 Showing trends from in store products

H & M

1.
Alyssa Potratz H &M
2.
About H&M  Firststore opened in Sweden in 1947  First store opened in the US in 2000
3.
“To us, design,quality and sustainability are not a question of price: we should always offer inspiring fashion with unbeatable value for money.”
4.
Target Audience  Menand Women ages 18-25  Transitioning into a professional lifestyle  Affordable prices
5.
KPI  Increase samestore sales by 15%  Student Discount  “Back-To-School” Sale
6.
BIGIdea  Mobile Application See new trends  Link people near your or at your school
7.
Tools and Tactics Facebook  Twitter
8.
Tools and TacticsContinued  Instagram  Blogging
9.
Budget  $500,000 monthly Four months planning  500 Hours of work
10.
Summary  Connecting studentsat schools across the country  Showing trends from in store products

Editor's Notes

#3 The company offers different concepts for women, men, teenagers and children and includes everything from modern basics to high fashion. H&M’s business concept is ‘fashion and quality at the best price‘. It has also grown to over 1500 stores in the last 7 years.
#4 They offer affordable prices because they know the people who shop at their stores cannot afford buying expensive clothing. They want their customers to have the trendiest clothes for the best prices.
#5 They want to start looking older and more sophisticated. This age group is moving on from where they used to shop. They see people they look up to dressing better, and they want to start dressing better. H & M is the place to be classy but chic for a cheap price.
#6 This sale is going to offer huge discounts to students going back to school. I know this will be a huge success because H & M does not offer these kinds of discounts currently and I know a lot of students shop where they have good sales. Having sales will increase their sales monthly. Speaking from a student’s standpoint, once you find a good store with good sales, you will keep coming back even if they don’t offer sales every time you are in the store.
#7 This makes sense for students because smart phones are a huge part of their lives, they don’t go anywhere without it! No other store has ever done something like this—that links students from the same schools together—so I strongly believe that this will be a huge hit. Girls especially love looking at what other girls are wearing around campus.
#8 You need to use Facebook because it is not only still very popular but it is still very powerful. You can get paid ads to show our ads to download our application and how it works. Also, posting videos about how the application will work will be very impactful. Seeing it work is better than imagining it working. They already have millions of followers for trends and advice; therefore we will be posting links to download our new application because you can get a better insight with our application rather than seeing things on Twitter. We will be posting daily to get the word out about this application and even discount codes if you download the application. Everyone loves a discount code, and that will increase online traffic.
#9 Blogging connects with a whole different type of person but it is very effective to get the word out about our new application. Blogs will be post daily with videos and pictures of the application. From there it will be shared by followers spreading the word as well.Pictures will be posted daily. We will have followers tag us in posts to win giveaway promotions and codes. The pictures will range from new outfits with links to ur new application to pictures on scenes at H & M. Instagram is awesome because when someone likes our photos, others can see that which will make them look at what they are looking at.
#10 The budget is pretty self-explanatory. We will be spending $500,000 monthly to create and launch my big idea. It will take about four months and 500 hours of work.
#11 When people see what others are wearing and they like it, they want to buy it and wear it, too. Using this can create a lot of sales. Not only will that, but having a student discount also create more customers. Many stores have this discount and it brings people in stores or creates online traffic.

H & M

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Editor's Notes