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To study the brand and analyse store image ,

brand image in terms of all image of Aesthetics


and relate how the store uses all elements to
create individual image.
• H & M Hennes & Mauritz is a Swedish multinational clothing-retail
company.

• Known for its fast-fashion clothing for men, women, teenagers and children.
• H&M and its associated brands operate in 62 countries with over 4,500 stores

• As of 2015, employ around 132,000 people.

•It is the second largest global clothing retailer, just behind Spain-based Inditex
(parent company of Zara).

•The company has a significant online presence, with online shopping available
in 32 countries, COS in 19 countries, Monki and Weekday in 18 countries each,
& Other Stories in 13 countries, and Cheap Monday in 5 countries.
• 1947: Earling presson founded ‘H&M’ and opened his first store ‘Hennes’ in
vasteras, swedan. His aim was to offer customers fashionable clothing at low
price.
• 1964: The company started to expand when the second store was opened in
norway.
• 1968: Preston bough hunting company ‘Mauritz Widforss’ and merged it with
‘Hennes’ creating the name “H&M”. They expanded their clothing range to men
and children.
• 1970-1980: In the 70’s and 80’s ‘H&M’ continued to expand with stores
opening in UK, germany ,France and The Netherlands.
• 2000: H&M’s first store was opened in US in New York. Over 280 stores have
been opened since.
• 2010: H&M continues to expand in Korea,Israel and Turkey.
Continue expanding
Be more “ Environment- friendly “.
Make a good workplace for employees
To offer people trendy clothes for cheap price.
Price-competitiveness
Very efficient management of product and
logistics
Effectiveness in market research
Internet - marketing
China
Hong Kong
Japan
Singapore
South Korea
H&M’s growth target is to increase the
number of stores by 10 to 15% per
year and at the same time increase
sales in comparable units.
• Fashionable and trendy
• Women 15-40 years of age, Men,
Babies/toddlers, kids, teens, college
graduates, social status,
• Most popular segment : females 20-
27 years
• Brands approach is to use our influence wherever possible to promote good
practice and rise awareness not only among our suppliers and their employees
as well as others along our value chain. We believe that working together in
partnership is the best way we can make a positive difference (H&M,2015).
• H&M is a ‘fast-fashion’ bussiness with 2206 stores in 43 countries and 94,000
employees worldwide.
• H&M as well as owning its own retail stores it also operated as franchises in
middlle East and North africa.
• H&M has launched an independent brand known as COS in Europe.
• H&M philosophy is ‘To bring you fashion and quality at the best price’.
• The bussiness model is commonly refereed to ‘cheap ad chit’.
• H&M’s supply chain strategy is a continuous search for promising markets,cost-
efficiency in production of goods,and reduction in lead times for their retail
inventory.
• H&M’S annual report(2008) emphasizes that “quality relates to both, products
exceeding customer expectation and also customers being satisfied with the
company itself”.
• H&M is driven by strong values such as commercial mind set,simplicity,constant
improvement,cost consciousness and entrepreneurship.
• Their aim is to grow the company year by year by 15%
•700 Outsources
Largest organic cotton suppliers Asia & Eurpe •Finished clothing
customers •Quality control:Training shipped to central
&Audit storage in Germany
•CSR Activities •Mostly via sea

Self owned or Franchise Goods shipped to regional


stores centers for distribution.
•Keep it simple.
•Straightforward and openminded.
•Constant improvement.
•Entrepreneurial spirit.
•Cost conscious.
•Team work.
•Belief in people.
•H&M spirit is the extraordinary focus on employee involvement.
•Trying new things is also encouraged among purchasing managers.
•But while trying something new and making mistakes is OK it is important that the
same mistake is not repeated.
•Experimentation is also present at the store level where interior decoration, lighting,
colors, clothes displays.
•Locations are swiftly changed depending on sales and customers preferences.
•Retailer of fashion apparel, cosmetics, accessories and shoes for women, men,
teenagers and childrens.

•H&M operates from leased store premises, through internet and catalogue sales and
some franchise stores.

•H&M not owns any factory ,in fact outsourced to suppliers/factories.


•10-15% growth target.

•Designs are created by 140 in-house designers.


Based on,
•Simplicity,
•A down to earth approach,
•Entrepreneurship,
•Team spirit , straight lines,
•Common sense and
•A belief in individuals and their ability to use their initiative.
•Has a strong presence on social media,
•Facebook
•You tube
•Instagram
•Google+
•Updated on regular basis.
•Millions of H&M followers share ideas and opinions and get quick answers to their
queries.
•At its launch in August 2010, the iPhone app was the most download application in
almost all of H&M’s markets.
This statistic shows the number of stores worldwide of
the H&M Group from 2009 to 2015, by country. In
2011, there were 233 H&M stores open throughout the United
States. The total number of H&M stores worldwide amounted
to 3,924 in that year. Hennes & Mauritz AB (H&M) is a
multinational company based in Sweden.

413 new stores net in 2017.

1,48,000 employees work for the H&M group today,


of whom 16,000 were new colleagues welcomed in
2017.

H&M`s mission is to deliver fashion and quality to


the best price.
• Positions stores at best locations.
• Important communication channel H&M has with its customers.
• Always opts for renting store premises, which increases fllexibility and adaptability
• As, aligned with H&M values, decision making is decentralised and store managers
have considerable autonomy.
• Each manager works like enterpreneurs and authorized to take independent
decisions, within overall guidelines, like one’s own business.
• Increase loyalty and commitment to the organisation and motivates them as well.
• Every two or three years a completely new interiors programme is vreated. To
make it attractive for visit continuosly.
• Both in windows and inside stores, are changed frequently.
• Consumers are continually attracted to vist the stores to keep up with the latest
collections.
Increased access to the mobile web is freeing the retail experience from the
confines of the physical and traditional online environment, allowing shopping to
take place virtually anywhere.

Creating a flexible in-store environment through design, product offerings and


promotions, ensures that each visit will feel like a brand new experience.
H&M opens in Inorbit Mall Cyberabad on April 22, unveiling
the two-floor, 33,000 square-foot expanse.
They have dedicated sections for concepts including underwear,
accessories, Divided, H&M+, H&M Mama and H&M Sport. The
key trends for the spring collection include meadow-flower
motifs, khaki shades and free-flowing silhouettes in love-forever
lace, embroidered blooms and a fresh colour palette.”
In the lingerie section, H&M will retail power push-ups, lace balconettes,
self-adhesives and teddies, to name a few

With athleisure ruling the scene, H&M brings trackwear that exudes
an faux-athletic vibe — graphic tees and oversized hoodies stamped
with statements of the ‘good life’.
Swimwear, a top-selling genre for the brand.

Men can look forward to new takes on classic outerwear; innovations of


essential pieces like sweatshirts and tracksuits, elevating their look to a
high-street level. Unusual blazers and hipster-styled shirts are also
thrown into the mix for the experimental dressers.
New items come into store every day
Clothes [ Women ] [ Man ] [ Children ]
Accessories
Home accessories
Cosmetics
Number of quality tests
Tested for nickel
Strict safety requirements for children
clothes
Tests :
Washing
Flammability
Buttons and details
Chemicals
Zips
Etc.
H&M is synonymous with trendy clothing at
low prices, and their workout clothes are no
exception. The retailer traded in the loud
prints of seasons past for solid neutrals and
blush tones. The leggings have thick
waistbands and curve-enhancing panels, and
the sports bras have intricately woven straps.
• Running
Running tights in fast-
drying functional fabric
with a brushed thermal
inside, elastication and a
concealed drawstring
waist, a zipped key
pocket at the back and a
zip at the hems.
Reflective details.
• Training
Fleece sports top with a
funnel collar, zip at the
top and long raglan
sleeves. Zip at one side
and elastication at the
back of the hem.
• Sports Bra
Fast-drying
functional fabric
with a mixed mesh
racer back and
elasticated hem.
Light support.
Sports trousers in
sturdy sweatshirt
fabric with taped
details and an
elasticated drawstring
waist. Side pockets,
flap leg pockets with a
pleat and ribbed
hems.
• Jumpers
A soft, fine knit
containing some wool
with a turtle neck, low
dropped shoulders and
wide sleeves.
• Tops

A soft, fine knit


containing glittery threads
with long sleeves and a
peplum at the hem.
• Turtlenecks

A rib-knit viscose
blend with a turtle
neck and long
sleeves.
• Cardigans

Cardigan in soft,
fine-knit cotton
with a round neck
and buttons down
the front.
H&M offers high quality clothes at a premium price. The major
competitors of H&M are GAP and Zara.

As compared to both of these brands, H&M products are prices


relatively lower as a part of it marketing mix pricing strategy.

These is due to lower cost of manufacturing and transportation costs


by H&M (Main focus is given on cost minimization).

As compared to Zara H&M offers more variety of products.


On an average H&M products are prices at $25 whereas that of Zara
are $45.

High quality and considerably lower prices attract the youth and hence
leads to increase in sales for the company.
High importance is given to customer relationship management.

Employees are trained to retain highly profitable customers by giving them


better service and offers

In case of any complaints the staff at H&M puts in every effort to resolve
them at the earliest.

There is a customer care number through which the customer queries are
resolved. Staff at H&M outlets help the customers in selecting the best
merchandise for them.

Thus the service and delivery time is very quick thus gaining satisfied
customers.
Since H&M group has a wide range of product portfolio catering to different segments, it
uses multi-channel promotional strategy in its marketing mix.

• TV advertisements: H&M comes with creative ads which focus on its latest innovative
designs. Each brand handles its own marketing decisions. The ads are telecasted at regular
intervals and on channels mainly watched by youth, to increase its awareness.
• YouTube: H&M has its own YouTube channel where it comes up with unique ad
campaigns to engage with the customers.
• Digital Marketing: It indulges in excessive search engine marketing and social media
marketing to convert the potential buyers into consumers.
• Promo codes and discounts: Promo codes and discounts are offered during the end of
season sale. The discounts are offered on both online and retail stores.
• PR: Parineeti Chopra opened the first H&M outlet in India. Such stunts generate quick
publicity for the company.
• Sponsorships: H&M signed deal with The Weeknd, sponsors Caitlyn Jenner, sponsors
Musee Des Arts Decoratifs, Creative collaborations with high end designers and style icons,
Collaborations with pop stars and sport stars
• CSR: Water, Planet, Education, Equality
The employees at H&M are trained well at every level.

The work culture is very modern and employees are on a rotation basis at every
department and are motivated to innovate and come up with the best clothing wear.

H&M also tie up with many clothing designers throughout the world to make latest
trends in fashion.

Employees come from diverse backgrounds having special skills.

Personal and Professional development of employees is highly promoted.


H&M stores are appropriately lit with great ambience and humble staff.

The apparel is arranged to have a decent look which appeals to the customers.
The merchandise is of excellent quality and latest trends.

H&M is diversifying its portfolio and entering into more international markets.

To create a Buzz in the market, it engages in PR activities. For example, celebrities


were invited during its launch which created a Buzz in the market.

User stories and recommendations are always welcomed by the brand which also
helps in customer engagement with the brand.

Hence, this completes the H&M marketing mix.


H&M is a clothing retail company. It offers fast fashion clothing for men, women and
children. H&M offers following clothing brands in various countries across the globe:

• H&M: The range includes everything from designer collaborations to everyday basics
and yoga wear.
• & Other Stories: Women wear: shoes, bags, accessories, beauty, ready to wear
• Cheap Monday: Denim, fashion collections and accessories for men and women. The
brand is connected with music and pop culture.
• COS: Classics and wardrobe essentials for men, women and children. The brand had
designs inspired by art and technology from across the world.
• Monki: On-trend lifestyle collections for young women.
• Weekday: It makes clothing for young and style aware young adults.
All these cover the product strategy in the marketing mix of H&M.
Parent Company H & M Hennes & Mauritz AB
Category Apparel and Accessories
Sector Lifestyle and Retail

Tagline/ Slogan Who’s next; Get ready to do some serious shopping; You look nice today

USP Collaboration of chic , stylish clothes along with a classic look at affordable prices

People who love to spice up their wardrobe and want to look uber stylish at all
Segment times

Women, Men , Teenagers who have medium to high purchasing power and have a
Target Group completely vibrant and rebellious attitude

Perfect combination of high class brands along with trendy fashion at affordable
Positioning prices
1. They are the one of the largest global clothing retailer
2. They have about 2300 stores in approx 45 countries and around 95000 people
employed under them
3. The store offers quality and trendy clothing at affordable price, we can say
designer clothes at department store prices.
4. Their overall delivery time is very low, it takes only 12 weeks for their products to
come from the design stage to the retailer phase.
5. Guest designers coming in for different lines in the store.
6. They also keep the prices affordable by using few middle-men and buying large
volumes cost consciously
7. They have been associated with celebrities and designers
8.They are present in many complimentary businesses which offers them better
Strengths control and flexibility
Contribution to retail brand strategy

• Includes the in - store environment and brand


communications such as signage and image displayed
the store.
• VM communicates with the customers through the
elements that stimulate their senses such as
lighting, music, aromas and screens.
1) 2 way clothing display
2) Display shelves
3) Display pedestal
4) Garment racks
5) Shoe display
6) Sign holders
7) Wall display racks
8) Hangers
9) Mannequins
10) Racks for garments
11) Round clothing racks
12) Metallic and plastic hangers with clips
13) Free standing retail fixtures
14) Floor display stands
15) Display tables
Expansion
Opening new stores [10-15 % per year
Potential for expansion into new markets
Multichannel operations
Developing new product areas
Best business customers
Analysing customers continously
Emphasis on quality
Environmental developing
Social media [ Facebook , Twitter, Youtube
etc. ]
Opening new online shops
Catalogue sales
•The compony has formulated seven commitments
called H&M concious Actions.

•These Include,
Adopting ethical practices.
Improving working conditions,
Using natural resources responsibly,
Other project include community investments.
•To open online shops to countries where they
are not opened yet
H&M is going to strenghthen their position even
more
Planning to expand in all markets which are
expected to be the largest expansion markets :
•China
•United Kingdom
•USA

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