H&M Report
Table of contents
1. Introduction
2. Macro environmental analysis
(PESTLE- political, economic, social, technology, legal, ecological)
3. Customer analysis
4. Market description
5. SWOT analysis
(Strengths, weaknesses, opportunity, threats)
6. Conclusion and Recommendations
7. References
P.1
D002 T2242531
Introduction
H&M (Hennes & Mauritz) is a global fashion brand and retail clothing company founded in Sweden, 1947 by Erling Persson. H & M founder Erling Persson because of a U.S. tour, inspired him to open a low price, high-class women 's fashion clothing store ideas. (“H&M offers fashion and quality at the best price”, 2011)
The first Hennes opened in Vasteras, which is the predecessor of H&M. In 60s, he expanded Hennes in most parts of Sweden, developed new markets in neighboring Norway and Denmark in 1964 and 1967. In order to expand the market share and product lines in Stockholm, Persson acquired a company called Mauritz Widforss, firearms and hunting supply stores to get the men`s clothing business for Hennes. After that, Persson renamed as Hennes & Mauritz and still in use. Until the 21st century, H&M began to expand business in Asia. It has over 2,300 stores in 41 countries and as of 2011 employed around 87,000 people for now. H&M designer collaborations with plenty of famous designers and celebrities, such as Karl Lagerfeld, Roberto Cavalli, Stella McCartney, Comme des Garcons, Viktor & Rolf, Madonna, Lanvin and Sonia Rykiel. (“H&M-Wikipedia”, 2011)
The report is to analyze about the H&M Company (Hennes& Mauritz). This includes the Marco environmental analysis (PESTLE- political, economic, social, technology, legal,
1. Introduction
2. Macro environmental analysis
(PESTLE- political, economic, social, technology, legal, ecological)
3. Customer analysis
4. Market description
5. SWOT analysis
(Strengths, weaknesses, opportunity, threats)
6. Conclusion and Recommendations
7. References
P.1
D002 T2242531
Introduction
H&M (Hennes & Mauritz) is a global fashion brand and retail clothing company founded in Sweden, 1947 by Erling Persson. H & M founder Erling Persson because of a U.S. tour, inspired him to open a low price, high-class women 's fashion clothing store ideas. (“H&M offers fashion and quality at the best price”, 2011)
The first Hennes opened in Vasteras, which is the predecessor of H&M. In 60s, he expanded Hennes in most parts of Sweden, developed new markets in neighboring Norway and Denmark in 1964 and 1967. In order to expand the market share and product lines in Stockholm, Persson acquired a company called Mauritz Widforss, firearms and hunting supply stores to get the men`s clothing business for Hennes. After that, Persson renamed as Hennes & Mauritz and still in use. Until the 21st century, H&M began to expand business in Asia. It has over 2,300 stores in 41 countries and as of 2011 employed around 87,000 people for now. H&M designer collaborations with plenty of famous designers and celebrities, such as Karl Lagerfeld, Roberto Cavalli, Stella McCartney, Comme des Garcons, Viktor & Rolf, Madonna, Lanvin and Sonia Rykiel. (“H&M-Wikipedia”, 2011)
The report is to analyze about the H&M Company (Hennes& Mauritz). This includes the Marco environmental analysis (PESTLE- political, economic, social, technology, legal,
References: David Jobber (2007) Principles and Practice of marketing 5th Edition Fast fashion H&M experiments with technology driven campaign (2007) Retrieved 30 August 2007 from the Adpunch.org website: http://www.adpunch.org/entry/hm-experiments-with-technology-driven-campaign/ P.8 D002 T2242531 H&M-Cotton from Uzbekistan (2011) Retrieved 25 April 2009 from the H&M website: Tony Hines and Margaret Bruce (2007) Fashion marketing second edition Tim Jackson and David Shaw (2009) mastering fashion marketing UZBEKISTAN: Forced child labor kills (2011) Retrieved 19 October 2011 from the IPS ipsnews.net website: http://www.ipsnews.net/news.asp?idnews=105514 4P analysis of H&M (2010) Retrieved 24 October 2010 from the Jing`s Marketing Blog website: http://blogs.ubc.ca/jingwei/2010/10/24/4p-analysis-of-hm/