Case Study Of H & M
H&M collaboration for high-fashion experiment-Moira
Abstract:
Key words: H&M market expansion, innovation management, strategic alliance, branding strategy, intellectual property
History& Backgrounds
H&M is a one of the world’s largest fashion companies which founded by Erling Persson in 1947 in Sweden. The original name of the company is Hennes (in Swedish: for her), selling only woman clothes. After the later acquisition of Mauritz Widforss, the Swedish retailer which used to sell men clothes, the company renamed itself as simply H&M.
In 1964, H&M opened the first store outside Sweden in Norway. Since then, H&M expanded to European markets; until 2014, H&M continuously expanded to Asia, Oceania and South America. By the end of the first quarter …show more content…
It’s ranked #30 In Forbes Most Valuable Brands List , worth $70.86 billion dollars,and is the first fast fashion brand retailer appears in the list. H&M not only generates sufficient assets by working with 900 “Independent Suppliers” and making long-term investments, but also focuses on intangible resources which can increase its competitive advantage and enlarge its market share. These intangible assets include brand equity, customer experience, skillful execution and customer loyalty. In order to leverage these intangible assets, H&M pursues cost leadership/differentiation strategy for a long time. The philosophy and business concept of H&M is “Fashion and Quality at the Best …show more content…
In order to diversify itself to stay ahead of competitors, H&M announced an exclusive version of its conscious collection set to launch spring 2014, created in collaboration with sustainable think tank “Ever Manifesto.” But the fashion event is far more from a significance innovation.
H&M shows its conscious of ultimately making fashion sustainable and sustainability fashionable. Therefore, H&M undertakes several sustainability initiatives to address issues such as climate change, working conditions and wages at supplier factories, and the long term availability of natural resources.
One of the key sustainability initiatives of the group is better cotton initiative (BCI). This helps in developing and promoting good farm practices and allows more cotton to be grown while reducing water and chemical use, and protecting both working conditions and biodiversity. The group has been involved with BCI since the program's inception in 2004. H&M considers about outstanding value, which contains the sustainable fashion and highlights the value-driven and customer-focus mission. By the end of 2014, more than one third of all H&M denim products had already reached the highest “green level” in the Jeanologia measurement tool. Until now, H&M is the world's leading user of organic
Abstract:
Key words: H&M market expansion, innovation management, strategic alliance, branding strategy, intellectual property
History& Backgrounds
H&M is a one of the world’s largest fashion companies which founded by Erling Persson in 1947 in Sweden. The original name of the company is Hennes (in Swedish: for her), selling only woman clothes. After the later acquisition of Mauritz Widforss, the Swedish retailer which used to sell men clothes, the company renamed itself as simply H&M.
In 1964, H&M opened the first store outside Sweden in Norway. Since then, H&M expanded to European markets; until 2014, H&M continuously expanded to Asia, Oceania and South America. By the end of the first quarter …show more content…
It’s ranked #30 In Forbes Most Valuable Brands List , worth $70.86 billion dollars,and is the first fast fashion brand retailer appears in the list. H&M not only generates sufficient assets by working with 900 “Independent Suppliers” and making long-term investments, but also focuses on intangible resources which can increase its competitive advantage and enlarge its market share. These intangible assets include brand equity, customer experience, skillful execution and customer loyalty. In order to leverage these intangible assets, H&M pursues cost leadership/differentiation strategy for a long time. The philosophy and business concept of H&M is “Fashion and Quality at the Best …show more content…
In order to diversify itself to stay ahead of competitors, H&M announced an exclusive version of its conscious collection set to launch spring 2014, created in collaboration with sustainable think tank “Ever Manifesto.” But the fashion event is far more from a significance innovation.
H&M shows its conscious of ultimately making fashion sustainable and sustainability fashionable. Therefore, H&M undertakes several sustainability initiatives to address issues such as climate change, working conditions and wages at supplier factories, and the long term availability of natural resources.
One of the key sustainability initiatives of the group is better cotton initiative (BCI). This helps in developing and promoting good farm practices and allows more cotton to be grown while reducing water and chemical use, and protecting both working conditions and biodiversity. The group has been involved with BCI since the program's inception in 2004. H&M considers about outstanding value, which contains the sustainable fashion and highlights the value-driven and customer-focus mission. By the end of 2014, more than one third of all H&M denim products had already reached the highest “green level” in the Jeanologia measurement tool. Until now, H&M is the world's leading user of organic