H & M Hennes & Mauritz AB is a Swedish multinational retail-clothing company, known for its fast-fashion clothing for men, women, teenagers and children. Its major market is in Europe. The collections include everything from dazzling party collections to quintessential basics and functional sportswear – for women, men, teenagers and children, and for every season or occasion. In addition to clothes, shoes, bags, jewellery, make up and underwear there is also H&M Home – fashionable interiors for children and adults.The width and variety of the H&M collections mean customers can always find something to suit their style and their wardrobe. There are H&M stores in 61 markets worldwide, and online shopping in 32 countries.

Founded by: Västerås, Sweden(1947; 69 years ago)Founder: Erling PerssonHeadquarters: Stockholm, Sweden

STRATERGIES

H&M is the largest fashion retailer in Europe at the present. Fashionable designs, high quality, affordable prices and its distribution system are keys to its success and rapid expansion worldwide. H&M’s physical stores are also located in the largest cities around the world. It tries to let its customers have an image that it is a brand focusing on stylish designs with good quality at the affordable prices. It provides its products to all people who want to be fashionable without any scruple about the prices. H&M has a mission that it is possible for everyone to find his or her own dressing style in its collection. To maintain a good relationship between its customers, H&M tries to provide the collections including everything from basic but modern clothing to high fashion, which reflecting the international trends in the fashion market. Whenever it creates a new collection, H&M’s mission is to satisfy people with different tastes, desires and demands.

StoresStores are always in the best locations for business. By leasing store premises instead of owning them we remain flexible in a constantly evolving retail landscape, and can make sure we are represented in the most attractive streets and shopping centers in all our markets.

Sustainable growthYears of success and solid growth have resulted in a strong financial position. This allows to make the most of each business opportunity and create potential for continued expansion with focus on quality, sustainability and continued high profitability.Before moving into a new country or city an assessment is made of the market’s potential. Factors such as demographic structure, purchasing power, economic growth, infrastructure, political risk, human rights and environmental sustainability are analyzed.

Online ExpansionH&M’s shop online is available in 32 markets, including the US. The easily navigated digital store is fully mobile-adapted and very popular with our customers. Roll-out of shop online to other markets of the H&M Group will follow.COS, Monki, Weekday and Cheap Monday offer sales online in 19 markets and COS also offers shopping online in the US, while & Other Stories is available online in 13 markets.

H&M COS (COLLECTION OF STYLE)

& OTHER STORIES

CHEAP MONDAY

MONKI

WEEKDAY

FABRIC SCANDINAVIEN AB

COS (COLLECTION OF STYLE)

& OTHER STORIES

MONKI

WEEKDAY

CHEAP MONDAY

SHAPE•generic and even less efficient in conveying what H&M actually stands for•one of the most popular and instantly recognizable fashion logos•simple and free-spirited typographical logo•Alphabets are symmetrical but are yet asymmetrical.

COLOURRed colour symbolizes love, courage, energy, joy, passion, youthfulness

LOGO

Product details

Logo

Offers

Products available for

Theme

THE WEBSITE(www.hm.com)

Models are young

The models taken for the shoots are young aged between 20-30

The models are Europeanas the brand has more market in Europe

Importance of place where the shoots are done. Thus increasing the value of the Garment and specifying its intend

H&M Spring 2016 Women's Campaign

LADIES SECTION

MEN SECTION

KIDS SECTION

PRODUCT DETAILS

Details of the product price sizeColours available

FACEBOOK

INSTAGRAM

STORES OF H&M

TORONTOLAS VEGAS

LONDONNEW YORK

H&M STORE EXPANSION

SEGMENT ANALYSIS OF OFFERING AVAILABLE ONLINE IN 2014

PRICE-QUALITY CHECK

PRICE-FASHION CHECK