H&M

CUSTOMER PROFILING Fashion Marketing assignment 1 Figure 1

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contents Introduction

03

Brand Overview

04

Demographics

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Geographics

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Psycholographics

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Reference List

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Figure List

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Appendix

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n o i t c u d o r int

For marketers, it is vital to understand what do consumer consider when they are making decisions, in order to develop suitable strategies to satisfy their wants and needs. A customer profile aims to identify and qualify habits and characteristics of ideal or most common and typical customer group. (Eunsuk 2016) I will create three customer profiles for three brands from different market levels: Saint Laurent (luxury market), H&M (high street market) and adidas (sportswear market).

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brand overview

H & M Hennes & Mauritz AB is a Swedish multinational retailclothing company and was founded by Erling Persson who came up with a business idea of providing fashionable clothing at attractive prices. The first store was opened in 1947 in Västerås, Sweden called “Hennes” (i.e. hers), which only sold women's clothing. “Hennes”. In late 1960s Persson acquired the hunting apparel retailer Mauritz Widforss, which caused to the inclusion of a menswear collection. Therefore the name change to "Hennes & Mauritz" (H&M). The company comprises six independent brands: H&M, COS, Monki, Weekday, Cheap Monday and & Other Stories.

H&M always put focus on sustainable fashion at best price and quality. Their products include everything from formal, essential basics and functional sportswear to shoes, bags, jewellery and make up, there is also H&M home which provides fashionable interiors for children and adults.

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Demographic

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By visiting the H&m store at Leeds, the target customer for h&m is generally Women aging between 15 and 30 years in the generation Y which they have strong spending pattern. Moreover, they have Different level of education but mostly high school-graduates. Customers are from different background, nationalities and age as n&m is an international brand . Lastly the class of customer are broad from low-middle to upper class.

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working class Multicultural Blue collar City or urban community

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Geographic

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The store that opened in V채ster책s in Sweden in 1947 has become a global fashion company.

- hm.com

Unquestionably, H&M is a big and influential company in the fashion industry, according to their website, there are 3,900 stores located around the world across 61 markets worldwide.

The H&M company put main focus on the European market by having the most stores located in the Europe. Comparing the number of stores locate in different areas, Germany has the most H&M stores (449 stores), compare to China with 353 stores, USA with 415 stores, France with 222 stores, and the UK with 264 stores. The business target for H&M is global expansion, they aim to expand the company by increasing the number of stores by 10-15 percent per year. In 2016, H&M planned to open 400 new stores. Despite most of the expansion will take place in the exciting markets, New Zealand, Cyprus and Puerto Rico will become part of the H&M family in 2016. (hm.com)

Psychographic

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Aware of fashion trends Shopping as social activity Desire to be fashionable Enjoy social, shop, exercise and traveling aware of design and usability leisure clothes

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Behavioural

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Price sensitive customers Typically shop at more than one store Medium brand loyalty High usage rate Price, quality, style, basics Formal, casual, sports

Appendix

Reference List Expansion strategy . 2016. Expansion strategy . [ONLINE] Available at: http://about.hm.com/en/About/facts­about­hm/about­hm/expansion­strategy.html. [Accessed 09 March 2016].

History . 2016. History . [ONLINE] Available at: http://about.hm.com/en/About/facts­about­ hm/people­and­history/history.html. [Accessed 09 March 2016].

H&M. 2016. H&M. [ONLINE] Available at: http://successstory.com/companies/hm. [Accessed 09 March 2016].

H&M Collaborations History Designers (Vogue.co.uk). 2016. H&M Collaborations History Designers (Vogue.co.uk). [ONLINE] Available at: http://www.vogue.co.uk/spy/celebrity­photos/2015/05/18/hm­ collaborations­history­designers. [Accessed 09 March 2016].

H&M Collaborations: A Brief History | Highsnobiety. 2016. H&M Collaborations: A Brief History | Highsnobiety. [ONLINE] Available at: http://www.highsnobiety.com/2015/11/04/h­m­collaborations/.

[Accessed 09 March 2016].

H&M’s brand new approach | Analysis | Retail Week. 2016. H&M’s brand new approach | Analysis | Retail Week. [ONLINE] Available at: http://www.retail­week.com/sectors/fashion/hms­brand­new­ approach/5035594.fullarticle. [Accessed 09 March 2016].

H&M: Strategic Marketing by Brandee Eisele on Prezi. 2016. H&M: Strategic Marketing by Brandee Eisele on Prezi. [ONLINE] Available at: https://prezi.com/tpmjfrqcdq5d/hm­strategic­marketing/.

[Accessed 09 March 2016].

H&M Brand audit. 2016. H&M Brand audit. [ONLINE] Available at: http://www.slideshare.net/aurorepak/hm­brand­audit. [Accessed 09 March 2016].

In­depth Customer Profile | Ashley Williams. 2016. In­depth Customer Profile | Ashley Williams.

[ONLINE] Available at: https://akwillia.wordpress.com/portfolio/in­depth­customer­profile/.

[Accessed 09 March 2016].

Profile of H&M: A Pioneer of Fast Fashion ­ Research and Markets. 2016. Profile of H&M: A Pioneer of Fast Fashion ­ Research and Markets. [ONLINE] Available at: http://www.researchandmarkets.com/reports/568624/profile_of_handm_a_pioneer_of_fast_fashion.

[Accessed 09 March 2016].

SurveyMonkey ­ Log in . 2016. SurveyMonkey ­ Log in . [ONLINE] Available at: https://www.surveymonkey.com/analyze/5qUkDI49C28FsY_2BUGe2DUFkEG1Ub8g5FxIpdxg7Rd UQ_3D. [Accessed 09 March 2016].

The history of H&M | Visit Vasteras | English. 2016. The history of H&M | Visit Vasteras | English.

[ONLINE] Available at: http://visitvasteras.se/en/artiklar/hm/. [Accessed 09 March 2016].

The history of H&M | Global Blue. 2016. The history of H&M | Global Blue. [ONLINE] Available at: http://www.globalblue.com/destinations/sweden/stockholm/history­of­hm/. [Accessed 09 March 2016].

What H&M's new concept store will be like ­ Business Insider. 2016. What H&M's new concept store will be like ­ Business Insider. [ONLINE] Available at: http://uk.businessinsider.com/what­hms­ new­concept­store­will­be­like­2015­7?r=US&IR=T. [Accessed 09 March 2016].

Figure List Figure 1: Daria Werbowy for H&M Spring Summer 2015. 2016. Daria Werbowy for H&M Spring Summer 2015. [ONLINE] Available at: http://www.designscene.net/2015/03/daria-werbowy-for-hm-springsummer-2015.html. [Accessed 09 March 2016].

Figure 2: File:H&M-Logo.svg - Wikimedia Commons. 2016. File:H&M-Logo.svg - Wikimedia Commons.

[ONLINE] Available at: https://commons.wikimedia.org/wiki/File:H%26M-Logo.svg. [Accessed 09 March 2016].

Figure 3: Daria Werbowy for H&M Spring Summer 2015. 2016. Daria Werbowy for H&M Spring Summer 2015. [ONLINE] Available at: http://www.designscene.net/2015/03/daria-werbowy-for-hm-springsummer-2015.html. [Accessed 09 March 2016].

Figure 4: File:H&M-Logo.svg - Wikimedia Commons. 2016. File:H&M-Logo.svg - Wikimedia Commons.

[ONLINE] Available at: https://commons.wikimedia.org/wiki/File:H%26M-Logo.svg. [Accessed 09 March 2016].

Figure 5: H&M - 'New Icons' S/S 2014 - Wednesday. 2016. H&M - 'New Icons' S/S 2014 - Wednesday.

[ONLINE] Available at: http://wednesdayagency.com/work/hm-new-icons-ss-2014/. [Accessed 09 March 2016].

Figure 6: Balmain & H&M | Ad Campaign | The Impression. 2016. Balmain & H&M | Ad Campaign | The Impression. [ONLINE] Available at: http://theimpression.com/balmain-hm-ad-campaign-launch-gigikendal/. [Accessed 09 March 2016].

Figure 7: H&M Summer 2015 Swimsuit Campaign. 2016. H&M Summer 2015 Swimsuit Campaign. [ONLINE] Available at: http://www.fashiongonerogue.com/hm-summer-swimsuits-2015-campaign/. [Accessed 09 March 2016].

Figure 8: H&M Loves Coachella Collection: Lucky Blue Smith Models 2015 Festival Styles. 2016. H&M Loves Coachella Collection: Lucky Blue Smith Models 2015 Festival Styles. [ONLINE] Available at: http://www.thefashionisto.com/hm-loves-coachella-collection-lucky-blue-smith-models-2015festival-styles/. [Accessed 09 March 2016].

Figure 9: H&M New Icons Collection - Joan Smalls Lindsey Wixson Daphne Groeneveld Liu Wen (Vogue.co.uk). 2016. H&M New Icons Collection - Joan Smalls Lindsey Wixson Daphne Groeneveld Liu Wen (Vogue.co.uk). [ONLINE] Available at: http://www.vogue.co.uk/news/2013/03/22/hm-new-iconscollection---joan-smalls-lindsey-wixson-daphne-groeneveld-liu-wen. [Accessed 09 March 2016].

Figure 10: H&M Conscious Exclusive Spring 2015 with Olivia Wilde. 2016. H&M Conscious Exclusive Spring 2015 with Olivia Wilde. [ONLINE] Available at: http://www.fashiongonerogue.com/hmconscious-exclusive-2015-olivia-wilde/. [Accessed 09 March 2016].

Figure 11: H&M Key Spring 2015 Campaign with Andreea Diaconu. 2016. H&M Key Spring 2015 Campaign with Andreea Diaconu. [ONLINE] Available at: http://www.bliqx.net/hm-key-spring-2015-campaignandreea-diaconu/. [Accessed 09 March 2016].

Figure 12:H&M Divided Spring Summer 2013 Heads to a Music Fest. 2016. H&M Divided Spring Summer 2013 Heads to a Music Fest. [ONLINE] Available at: http://www.designscene.net/2013/04/hm-dividedspring-summer-2013-heads-to-a-music-fest.html. [Accessed 09 March 2016].

Figure 13: H&M 2013-2014 Holiday Campaign | Denim Jeans Fashion Week Runway Catwalks, Fashion Shows, Season Collections Lookbooks > Fashion Forward Curation < Trendcast Trendsetting Forecast Styles Spring Summer Fall Autumn Winter Designer Brands. 2016. H&M 2013-2014 Holiday Campaign | Denim Jeans Fashion Week Runway Catwalks, Fashion Shows, Season Collections Lookbooks > Fashion Forward Curation < Trendcast Trendsetting Forecast Styles Spring Summer Fall Autumn Winter Designer Brands. [ONLINE] Available at: http://www.denimjeansobserver.com/mag/2013/11/21/hmhennes-mauritz-sweden-2013-2014-fall-autumn-winter-holiday-campaign-red-colored-jeanssweater-knitwear-dress-blazer-leather-skinny-sheer-chiffon/. [Accessed 09 March 2016].

Figure List Figure 14: The Essentialist - Fashion Advertising Updated Daily: H&M Ad Campaign Fall/Winter 2013/2014. 2016. The Essentialist - Fashion Advertising Updated Daily: H&M Ad Campaign Fall/Winter 2013/2014. [ONLINE] Available at: http://theessentialist.blogspot.co.uk/2013/08/h-ad-campaignfallwinter-20132014.html. [Accessed 09 March 2016].

Figure 15: H&M Divided The Grey Concept Fall/Winter 2012 Advertising Campaign | Dapper and Gent .

2016. H&M Divided The Grey Concept Fall/Winter 2012 Advertising Campaign | Dapper and Gent .

[ONLINE] Available at: https://dapperngent.wordpress.com/2012/10/31/hm-divided-the-grey-conceptfallwinter-2012-advertising-campaign/. [Accessed 09 March 2016].

Figure 16:H&M Key Spring 2015 Campaign with Andreea Diaconu. 2016. H&M Key Spring 2015 Campaign with Andreea Diaconu. [ONLINE] Available at: http://www.bliqx.net/hm-key-spring-2015-campaignandreea-diaconu/. [Accessed 09 March 2016].

Figure 17: Leather & Porridge: A Little H&M 101. 2016. Leather & Porridge: A Little H&M 101. [ONLINE] Available at: http://leatherandporridge.blogspot.co.uk/2012/02/little-h-101.html. [Accessed 09 March 2016].

Figure 18: H&M Uses Group SMS to Bring the Store to You | TextMarks. 2016. H&M Uses Group SMS to Bring the Store to You | TextMarks. [ONLINE] Available at: https://blog.textmarks.com/hm-usesgroup-sms-bring-store/. [Accessed 09 March 2016].

Figure 19: H&M Divided Spring Summer 2013 Heads to a Music Fest. 2016. H&M Divided Spring Summer 2013 Heads to a Music Fest. [ONLINE] Available at: http://www.designscene.net/2013/04/hm-dividedspring-summer-2013-heads-to-a-music-fest.html. [Accessed 09 March 2016].

Figure 20: H&M Divided Spring Summer 2013 Heads to a Music Fest. 2016. H&M Divided Spring Summer 2013 Heads to a Music Fest. [ONLINE] Available at: http://www.designscene.net/2013/04/hm-dividedspring-summer-2013-heads-to-a-music-fest.html. [Accessed 09 March 2016].

Figure 21: H&M Divided Spring Summer 2013 Heads to a Music Fest. 2016. H&M Divided Spring Summer 2013 Heads to a Music Fest. [ONLINE] Available at: http://www.designscene.net/2013/04/hm-dividedspring-summer-2013-heads-to-a-music-fest.html. [Accessed 09 March 2016].

Figure 22: H&M Divided Spring Summer 2013 Heads to a Music Fest. 2016. H&M Divided Spring Summer 2013 Heads to a Music Fest. [ONLINE] Available at: http://www.designscene.net/2013/04/hm-dividedspring-summer-2013-heads-to-a-music-fest.html. [Accessed 09 March 2016].

Figure 23: H&M Summer 2015 Swimsuit Campaign. 2016. H&M Summer 2015 Swimsuit Campaign.

[ONLINE] Available at: http://www.fashiongonerogue.com/hm-summer-swimsuits-2015-campaign/.

[Accessed 09 March 2016].

Figure 24:H&M Key Spring 2015 Campaign with Andreea Diaconu. 2016. H&M Key Spring 2015 Campaign with Andreea Diaconu. [ONLINE] Available at: http://www.bliqx.net/hm-key-spring-2015-campaignandreea-diaconu/. [Accessed 09 March 2016].

Figure 25:H&M Key Spring 2015 Campaign with Andreea Diaconu. 2016. H&M Key Spring 2015 Campaign with Andreea Diaconu. [ONLINE] Available at: http://www.bliqx.net/hm-key-spring-2015-campaignandreea-diaconu/. [Accessed 09 March 2016].

Figure 26: H&M Summer 2015 Advertising Campaign | FashionBeans.com. 2016. H&M Summer 2015 Advertising Campaign | FashionBeans.com. [ONLINE] Available at: http://www.fashionbeans.com/2015/hm-summer-2015-advertising-campaign/. [Accessed 09 March 2016].