Retailer ProfileOctober 9th, 2010

Philosophy and Product“ To bring you fashion and quality at the best

price.”

H&M offers on trend women’s, men’s, teen, and children’s apparel

The company also has their own-brand of cosmetics, accessories and footwear

H&M strives to be able to outfit its customers fro every occasion by offering and extensive product line, form everyday basics to the classics

About H&M First store was opened in 1947 in Sweden

H&M currently has 2,000 stores in 37 countries

Germany is their largest market

Online shopping is currently available in Sweden, Norway, Denmark, Finland, the Netherlands, Germany, Austria and the UK.

There are currently 196 stores in the United States

They opened their first store in the United States in 2000 in New York City First west coast store was opened in 2005 in San Francisco

The company currently employ 76,000 people worldwide

H&M has their own-brand of cosmetics, accessories and shoes

H&M’s market H&M looks to locate its stores in metropolitan

cities and trendy shopping centers

Store sizes range, depending on the market, from a few hundred square meters to several thousand square meters

Before opening a store H&M assesses market potential by looking at: “demographic structure, purchasing power, economic growth, infrastructure and political risk...”

SWOT

Strengths The H&M in Portland is the only

one between Seattle and San Francisco

Always on trend

Affordable clothing with appeal to all customers

Guest designers collaborate to produce exclusive lines for H&M

Trendy

Rapid delivery rates allows the company to keep up with the fashion industry

Weaknesses Clothes aren’t always of

the best quality

Due to wide range of customers, it is to difficult to have specific target market that they aim for

Limited locations

Cannot purchase products online in the United States

SWOT

Opportunities Licensed with designers

H&M’s brand new location in Portland, OR will be its only store in Oregon, increasing customers desire to shop there

H&M continues to expand, opening new stores in several different countries

By having quality apparel at a reasonable price, H&M competes with popular retailers, giving them the opportunity to increase sales

Opening three total stores in the Portland area, gives the company a great chance at becoming the new favorite retailer for Oregonians

Threats Forever 21 is expanding

their product lines

Being that H&M is such a new and unique concept, there are very few threats that come along with the company

Sources www.hm.com