‘Repositioning is done to keep up with consumer wants and needs.’ (Asha Sampath :2016)The positioning map displays H&M new positioning amongst its competitors in terms of their use of technology and digital innovation. As the new strategies will increase focus on the use of technology and Omnichannel operations H&M will be repositioned as the market leader amongst their competitors, as identified on the brand positioning map in the audit ( see page ) H&M positioning is rather weak in comparisons to their competitors in terms of the use of digital innovation. In regards to the porter’s five forces, when launching the Omnichannel operations, H&M will need to consider the threat of existing multi- channel retailers such as Topshop, Zara, and New look as they have achieved a sturdy positioning in terms of both online and offline due to offering click and collect and mobile apps. However, by H&M clearly positioning themselves in the target consumer mind by implementing the proposed strategies to achieve a point of difference, this will aid H&M in standing out in the marketplace.
62