H&M is a Swedish fast fashion retailer founded in 1947. It has over 4,900 stores globally and is the second largest clothing retailer in the world. H&M aims to provide on-trend fashion at affordable prices to customers aged 15-40. Key to its success is its fast production turnaround and global online and physical presence. H&M focuses on sustainability and aims to lead the industry in promoting fair wages and reducing environmental impact. It faces competition from other fast fashion brands but maintains its market position through constant new collections and high brand recognition worldwide.

3. overview
About
History
Target group
Brand management
Global Market presence
The H&M Way/ Personality
Vision and Strategy
Brand awareness survey
Market role and
positioning
Competitors
Campaigns
Advertisement
(Social) Media Presence
Retail Design
Case Study

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about
Swedish fashion retailer
Known for its fast-fashion retail
1947 founded in Västerås, Sweden
Major market in Europe
4900 stores in 72 markets/ countries
47 markets with online shopping
The second largest clothing retailer in the world
The largest in Europe
Actively engages in E-commerce

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History
Founder: Erling Persson
1947 First Hennes Store in Västerås, Sweden , women‘s
clothing
1968 New CEO Mauritz Widforss. The ’M’ is added, the
product range grows to fashion for men, babies, kids and
youths
80s and 90s: European expansion, H&M launches its E-
commerce
2000s: H&M goes international, new brands are added to
the family.
2004 First designer collaboration with Karl Lagerfeld
Fashion is not a matter of prices
started the H&M trend
Following collaborations: Versace, Roberto Cavalli,
Alexander Wang and Stella McCartney
2010 and later: First stores in the South, old garments are
given a new life, & Other Stories and ARKET is launched

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Target group
Large array of customers
from kids, men to women.
Focuses on the young
market segment
Age: 15 -40 years

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Brand management
HOME

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GLOBAL Market presence

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GLOBAL Market Presence
MARKETS STORES FIRST STORE
Germany 466 1980
USA 575 2000
UK 301 1976
France 238 1998
China 535 2007
Sweden 176 1947
Italy 178 2003
Spain 170 2000
Netherlands 142 1989
Poland 186 2003
Total amount of stores 4958

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The H&M Way
–
brAND
PERSONALITY

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The H&M Way – BRAND PERSONALITY

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Vision and strategy - Vision statement
Our sustainability vision for the H&M group is to lead the
change towards a sustainable fashion industry while being a
fair and equal company. It is based on a fully circular
approach and renewable energy. The vision includes
working to achieve a fair, equal workplace both at the H&M
group and among suppliers, and contributing to good
communities based on diversity and inclusion. In this way,
we can continue to engage our customers and provide great
fashion and design choices — today, and into the future.

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Vision and strategy – Mission statement
To use our influence to bring
systematic change to the entire
fashion industry is one of H&M
Group’s greatest missions. We
want our customers to be proud of
what they wear, not only because
they look and feel good in their
clothes, but also because of the
way the clothes have been made
and the environmental and social
impact the garments have had.

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Vision and strategy - Brand values

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Vision and strategy - Brand values

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Brand Awareness Survey
Known for fast fashion
clothing
Quality at best prices
Poor marketing strategy
slows down the process of
distributing the company’s
products

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Brand image Answers
Fashionable
Affordable
Bad quality
Too expensive
Classic, basic, average
merchandise

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Improvement suggestions
Better fitting rooms
No sitting facilities
Better product quality
Too less discounts and
offers
Better window displays
Designs are too basic,
simple, average

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Brand attributes

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Window Display satisfaction

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Strength and weaknesses
STRENGTH WEAKNESSES
●
Present in many
retail channels –
stores, Internet, and
printed catalogues
●
The high demand
increases the
inventory turnover
and enables low
price cuts
●
Stores are refreshed
and reordered daily
with new collections
●
Easy to replicate the
design
●
Massive increase of
unsold inventory
●
Slow response to
changing costumer
trends
●
Insenstitive
promotions
●
The high demands
leads to a decrease of
the product quality
●
Focus on young
costumers under 25
of which 21% are
unemployed

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Market role
Great design should be
available to anyone
Democratise fashion
Making fashion
sustainable
Innovate, influence and
lead the way towards a
sustainable fashion future

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Market positioning
Aims to be ahead of the trends
Offers style and quality at best
price
Offers “fast-fashion” clothing,
from runway to racks in record
time
Sells European influenced
clothing in the International
market

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Competitors

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Competitors

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Competitors

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Campaigns
Collaboration with the
Italian designer
Giambattista Valli
A limited pre-collection was
available in selected H&M
stores around the world and
online on May 25th
Sneak peek of the
collection
The main collection
launches worldwide on
November 7, 2019

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Advertisement
Storytelling format
(daily life)
Nature themes
Moving, running,
jumping, happy people
talking about their
thoughts and lives
Strong personalities/
VIP endorsements

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Storytelling - All about linen campaign
VIP
Endorsements:
Actor Meena
Massoud
Fitness Coach
Crosby Tailor

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VIP endorsement - H&M Conscious Campaign
Actress
Rosario
Dawson

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Happy Nature theme - Swimwear Advertising

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SOCIAL MEDIA
PRESENCE

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Social Media - Facebook

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Social Media - Youtube

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Social Media - twitter

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Social Media
-
instagram

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Social Media - Pinterest

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Social Media - linKedIN

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Media presence

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Website presence

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H&M worldwide - Taiwan

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H&M
Worldwide
-
Kazakhstan

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H&M worldwide - Barcelona

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H&M Worldwide - Barcelona

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H&M worldwide - russia

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H&M Worldwide - netherlands

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CASE Study mall store – window display
Select City Walk
Mall, New Delhi
Stranger Things
Collection

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Case study mall store – window display
Select City
Walk Mall,
New Delhi
Summer
Splash
Collection

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Case study mall store - communication

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Case study mall store – Digital signages

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Case study mall store – campaign communication
H&M Conscios
Summer Splash

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Case study mall store – store design
Select City
Walk Shopping
Mall, New
Delhi, Delhi,
India

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Case study mall store – cash desk communication

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