H+M Brand Audit
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H&M is a global leader in fast fashion, operating 3,500 stores worldwide. It has experienced rapid growth through celebrity partnerships, social media marketing, and a vertically integrated supply chain. H&M targets young female customers and satisfies their needs for self-expression and creativity through affordable on-trend clothing. While competitors like Zara and Gap pose challenges, H&M maintains a strong brand through consistent advertising and widespread store presence.
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H&M Brand Audit
The document provides a brand audit presentation for H&M. It identifies central challenges as sourcing issues, public relations backlash, and an inconsistent shopping experience. A survey found consumers view H&M as affordable but of moderate quality. Recommendations include increasing transparency around the supply chain to rebuild trust, improving the store environment, and advertising sustainability efforts to counter negative publicity.
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This document outlines a digital marketing strategy for Zara clothing to increase brand awareness among young adults and teenagers. The strategy focuses on social media platforms like Facebook, Twitter, Instagram and Pinterest to promote new arrivals, styles and contests. It also discusses search engine optimization, Google Adwords and analytics to drive traffic to Zara's website and mobile app. The total budget allocated for the one-year digital marketing plan is $9 million, with the largest portions going towards social media and mobile strategies.
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Zara
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I was part of a six-person team that underwent primary research (performed brand association tests on and surveyed 52 respondents) and secondary research (analysed Zara's current and past branding communications) to assess Zara's current brand meaning in the Vancouver market. I led the process of narrowing down Zara's intended brand meaning into four succinct categories. I was in charge of categorizing associations as well as analysing "classy" and "good quality" associations, cross referencing them to demographic variables. I was additionally in charge of analysing Zara's brand strength, as well as designing the PowerPoint.
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This document provides an overview of the clothing retailer H&M. It discusses that H&M was founded in Sweden in 1947 and is now the second largest global clothing retailer. It offers a range of men's, women's, and children's fashion across various brands and price points. The document then discusses H&M's marketing strategies, which include TV advertisements, YouTube videos, digital marketing, and promotional discounts. It also describes some of H&M's in-house brands like Divided and Conscious, which offer trendy and sustainable products respectively. Finally, the document analyzes H&M's visual merchandising techniques, like using closed, island, and elevated window displays to showcase its latest collections and attract customers
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- Zivame has received the most funding totaling $57.6M over 5 rounds compared to $18.7M for Clovia and $8M for Pretty Secrets.
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H+M Brand Audit
- 3. Who is H&M? Brand leader in its category of fast fashion Combines its long history of quality product offerings with innovativeness The world’s most valuable clothing brand – equity valued at $21 million 3500 stores in 55 different markets worldwide Cutting edge fashion at affordable prices Owns Monki, Cheap Tuesday, and other fashion brands within a brand Who is H&M?
- 5. Growth Analysis H&M has experienced intensive periods of growth, most notably during the late 1990s to present day Internet, e-commerce, and social media increased brand awareness Celebrity + designer partnerships have helped turn H&M into a luxury brand Carefully controlled supply chain ensures a quick-to-store production Growth Analysis
- 6. Consumer Analysis Maslow’s Hierarchy of Needs: H&M satisfies esteem and self-actualization needs, including: self-esteem, confidence and creativity
- 7. Target Market: Young female Inexpensive designer clothing Online Marketing Heavy User Generation Y Consumer Analysis Source: H&M.com
- 8. American Eagle: $3.3 billion in revenue A losing interest amongst logo eccentric stores Removing logo Much more expensive Beginning to expand globally to compete with H&M Competitive Analysis 1/3
- 9. Gap Inc. Owns Banana Republic & Old Navy $15.6 billion in revenues Mistreatment of Cambodian workers ‘The New Gap’ Successful E-commerce Competitive Analysis 2/3
- 10. Zara: $14.4 billion in revenues Rapid expansion from Europe Runway clothing Markdown 50/50 inventory Zara Home Competitive Analysis 3/3
- 11. Growth AnalysisPositioning Analysis – H&M vs. Big 3 0 0.5 1 1.5 2 2.5 3 3.5 4 4.5 5 Quality Price Product offerings PromotionsAd Channels Environmental Responsibility Strategic Alliances H&M Zara American Eagle The Gap
- 13. Brand Equity - Salience Depth • Advertising and promotional vehicles • Very popular with young adult and teen market segments • Celebrity and designer collaborations = credibility Breadth • Expansion • Stores • Presence - social and traditional media
- 14. Brand Equity – Performance & Imagery Performance • Brand promise • Credible Imagery • Pictorials – fashion is everywhere • Diverse – fashion is for everyone • User-generated feel to IMC – fashion is for me
- 15. Brand Equity – Feelings & Judgements Feelings • Excitement, satisfaction, charity • Social acceptance • Conscious collection Judgements • Excellent value • Recommended • Honest and trustworthy
- 16. Brand Equity – Resonance • Strong • Following • Ownership
- 17. Excellent at maintaining very visible brand presence in the minds of consumers H&M spirit of innovation gives the brand its strong equity Knows its’ markets and utilizes the channels to reach them Fast fashion presents challenges to brands; H&M is no exception Increasing existing CSR practice Enhance existing programs by working with loyalty program in tandem H&M needs to become not only a brand leader, but an industry leader Product customization through strategic alliances (Ex. RiptApparel) Brand Evaluation