h&mmmm
Situation analysis
SWOT analysis
Strengths
•Leader in Global market
•Affordable & high quality clothing
•Fast-fashion
•Throw-away fashion
•Strong presence in multiple markets (Women, Men, Kids...)
•Celebrity endorsements
•Strong social media presence
•Price does not effect quality
•Company website and blog
Weaknesses
•Brand awareness of individual apparel brands sold in stores
•Fit is not consistent due to variety of manufacturers and supplies
•Customer service
Opportunities
•Promote current sustainability practices
•Increase word of mouth in both female & male audiences
•Online market including social media
•Mobile Marketing
Threats
•Secondary competitors such as Express, Charlotte Rouse
•Primary competitors: Forever21, Topshop, Urban Outfitters, Zara
The Problem
H&M’s current brand promise is not aligned with the target consumers’ opinion of the brand. H&M can’t offer that their fast-fashion quality clothing is of high quality. They are no longer relevant in the consumers’ mind and consumers do not feel that the money spent matches the quality of the clothing. H&M fails to successfully communicate their main unique selling points.
Audience objectives
Target consumers:
fashionable females who are highly concerned with their personal style
the ages of 17 and 26
They typically shop at four or more stores. These females consider themselves fashionable/trendy and are looking to update their wardrobes with current trends. They want their style to be unique and consistent with their own personal self-expression, but still adhere to current-season trends. The target audience wants quality clothing that lasts seasons beyond its purchase date and demands fast-fashion in order to keep up with current trends. Moreover, these women are looking to purchase affordable, fashionable clothing and want to expand on their current wardrobe with clothing, accessories, purses, and shoes to provide them with a variety of looks. The consumers
SWOT analysis
Strengths
•Leader in Global market
•Affordable & high quality clothing
•Fast-fashion
•Throw-away fashion
•Strong presence in multiple markets (Women, Men, Kids...)
•Celebrity endorsements
•Strong social media presence
•Price does not effect quality
•Company website and blog
Weaknesses
•Brand awareness of individual apparel brands sold in stores
•Fit is not consistent due to variety of manufacturers and supplies
•Customer service
Opportunities
•Promote current sustainability practices
•Increase word of mouth in both female & male audiences
•Online market including social media
•Mobile Marketing
Threats
•Secondary competitors such as Express, Charlotte Rouse
•Primary competitors: Forever21, Topshop, Urban Outfitters, Zara
The Problem
H&M’s current brand promise is not aligned with the target consumers’ opinion of the brand. H&M can’t offer that their fast-fashion quality clothing is of high quality. They are no longer relevant in the consumers’ mind and consumers do not feel that the money spent matches the quality of the clothing. H&M fails to successfully communicate their main unique selling points.
Audience objectives
Target consumers:
fashionable females who are highly concerned with their personal style
the ages of 17 and 26
They typically shop at four or more stores. These females consider themselves fashionable/trendy and are looking to update their wardrobes with current trends. They want their style to be unique and consistent with their own personal self-expression, but still adhere to current-season trends. The target audience wants quality clothing that lasts seasons beyond its purchase date and demands fast-fashion in order to keep up with current trends. Moreover, these women are looking to purchase affordable, fashionable clothing and want to expand on their current wardrobe with clothing, accessories, purses, and shoes to provide them with a variety of looks. The consumers