H&M Marketing Communication
H&M MARKETING COMMUNICATIONS
History Of H&M Hennes & Mauritz: H&M by origin is a Swedish retail-clothing company, known for its fast-fashion clothing offerings. H&M was established in Västerås, Sweden in 1947 by Erling Persson. H&M‟s first store was opened in Sweden in 1947. (www1) At the beginning it was called Hennes (Swedish for hers) because they only sold cloth for women. In 1969 bought Erling, a company which was dealing with man´s clothing, and that store was named Mauritz. Together it becomes Hennes & Mauritz. (www2) H&M Mission Statement & Brand Value: "Fashion and quality at the best price" is H&M mission statement. It suits the image that H&M promote to the society, where they emphasis fashion and at the same time having good quality clothes in the best price as possible (reasonable price). The brand is driven by strong values such as simplicity, continuous improvement, team spirit, cost-consciousness and entrepreneurship (www3) as shown in Fig 1.
Simplicity
Enterpreneurs hip
H&M Values
Improvement
Team Spirit
CostConsciousness
Fig 1
H&M Target Market: H&M being a fashion retailer is basically a B2C company which offers to sell a variety of fashion products including shoes, apparel, accessories, and cosmetics. H&M's marketing is
1|Erum Zulfiqar
targeted primarily at women however; the company offers merchandise for men, teenagers and children as we
Distribution Channels: The distribution channels are the only possible direct access for customers to consume their goods and services. H&M has 2,200 stores in 38 countries world wide even on online stores and through catalogues. This various types of distribution channels not only increase its popularity but become similar to a convenient store where customers can easily access to H&M’s goods and services. By the end of 2009 the group had total of 1988 stores of which: 23 COS stores, 35 Monki stores, 10 weekday stores and one cheap Monday store. 36 H&M stores are operated as franchises in the
History Of H&M Hennes & Mauritz: H&M by origin is a Swedish retail-clothing company, known for its fast-fashion clothing offerings. H&M was established in Västerås, Sweden in 1947 by Erling Persson. H&M‟s first store was opened in Sweden in 1947. (www1) At the beginning it was called Hennes (Swedish for hers) because they only sold cloth for women. In 1969 bought Erling, a company which was dealing with man´s clothing, and that store was named Mauritz. Together it becomes Hennes & Mauritz. (www2) H&M Mission Statement & Brand Value: "Fashion and quality at the best price" is H&M mission statement. It suits the image that H&M promote to the society, where they emphasis fashion and at the same time having good quality clothes in the best price as possible (reasonable price). The brand is driven by strong values such as simplicity, continuous improvement, team spirit, cost-consciousness and entrepreneurship (www3) as shown in Fig 1.
Simplicity
Enterpreneurs hip
H&M Values
Improvement
Team Spirit
CostConsciousness
Fig 1
H&M Target Market: H&M being a fashion retailer is basically a B2C company which offers to sell a variety of fashion products including shoes, apparel, accessories, and cosmetics. H&M's marketing is
1|Erum Zulfiqar
targeted primarily at women however; the company offers merchandise for men, teenagers and children as we
Distribution Channels: The distribution channels are the only possible direct access for customers to consume their goods and services. H&M has 2,200 stores in 38 countries world wide even on online stores and through catalogues. This various types of distribution channels not only increase its popularity but become similar to a convenient store where customers can easily access to H&M’s goods and services. By the end of 2009 the group had total of 1988 stores of which: 23 COS stores, 35 Monki stores, 10 weekday stores and one cheap Monday store. 36 H&M stores are operated as franchises in the