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By Chester Shih

H&M ž  ž  ž  ž  ž 

Hennes & Mauritz Was called Hennes, Swedish for "hers" established in 1947 by Erling Persson in Västerås Swedish retail-clothing company 800 factories in Europe and Asia

Fashion and quality at the best price Fashion - Wears are designed by top/famous designer, catwalk Quality - Maintain the good quality even in competitive price Best Price - Reasonable price that people in the town can afford

Competition ž  Forever


ž  Zara ž  The


The Numbers ž  Sales:

127billion ž  Profit after tax around 18.7 billion USD ž  Employed around 87,000 people all over the world.

Stores Opened its first U.S. store in New York City, on Fifth Avenue in March 2000. ž  Over 2,300 stores in 41 countries of 2011. ž  Headquarter: Hennes & Mauritz AB and located in Mäster Samuelsgatan Sweden. ž 

The Product Line For Ladies:

For Men:

Tops Jersey Tops Pants Shorts Dresses Skirts Jacket/Coats Blazer/Vests Sportswear Lingrie/Sleepwear Socks/Tights Accessories Shoes Cosmetics

Tops/T-shirts Shirts Sweaters/Cardigans Suits/Blazers Pants Jeans Shorts Outerwear Underwear/Socks Shoes Accessories

Demographic ž  Young-minded ž  Fashion

conscious groups ž  Women, men, teenagers and children ž  18~40 years old ž  Religion: all ž  Race: all

Marketing Strategy in US ž  Mobile

marketing campaign ž  Celebrities ž  Charity events ž  Signature designers

Taiwan ž  ž  ž  ž 

Populations: approximately 23,071,779 Climate: tropical; marine; rainy season during southwest monsoon Religion: Mixture of Buddhist, Confucian, and Taoist 93%, Christian 4.5%, other 2.5% Languages: Mandarin Chinese (official), Taiwanese (Min), Hakka dialects

Economy ž  ž 


Exports, led by electronics and machinery, generate about 70% of Taiwan's GDP growth Taiwan's diplomatic isolation, low birth rate, and rapidly aging population are major long-term challenges. Excluded from Free trade agreements

New Store Location

New consumers ž  Women,

men, teenagers and children ž  20~40 years old ž  High school and higher


Market strategy/Advertising strategy ž  ž  ž  ž  ž  ž 

One –channel distribution Print Media: GQ, VOGUE, COOL, BANG!, VIVI, Men’s Uno. TV commercials Fashion shows Mobile Advertisement Fashion bloggers

International Marketing for H&M  

International Marketing for H&MInternational Marketing for H&M