Stage 3 Realisation Report

HOW IS BRANDS’

SOCIAL JUSTICE RESPONSE AND ETHICAL PRACTICE AFFECT CONSUMER BEHAVIOR IN HONG KONG

R E A L I S AT I O N R E P O R T

FA S H I O N C O N C E P T S A N D I N N O VAT I O N P R O J E C T

HOW IS BRANDS’

SOCIAL JUSTICE RESPONSE AND ETHICAL PRACTICE AFFECT CONSUMER BEHAVIOR IN HONG KONG

R E A L I S AT I O N R E P O R T

FA S H I O N C O N C E P T S A N D I N N O VAT I O N P R O J E C T

Nottingham Trent University School of Art & Design Hong Kong Design Institute

ba

ifb

2020 / 2021

Module: Fashion Concepts and Innovation Project Module reference: FASH30006

IVE

Module Leader: Cassandra Ng

Fashion Concepts and Innovation Project Declaration This submission is the result of my own work. All help and advice other than that received from tutors has been acknowledged and primary and secondary sources of information have been properly attributed.

Should this statement prove to be untrue, I recognise the right and duty of the Board of Examiners to recommend what action should be taken in line with the University’s regulation on assessment contained in its handbook.

I confirm that this work has gained ethical approval and that I have faithfully observed the terms of the approval in the conduct of this project.

Signed ……………………………… (Full Name) … LUI Ting Ting, Josie …

Date …29 April 2021…

(Word Count: 5813)

Fig. 1

1. INTRODUCTION 2. SUSTAINABILITY AND CORPORATE SOCIAL RESPONSIBILITY (CSR) 3. H&M SUSTAINABLE INITIATIVES 4. H&M CONSCIOUS MISSION 5. SWOT ANALYSIS 6. SEGMENTATION 7. TARGETING 8. POSITIONING 9. MARKETING IMPLEMENTATION 10. CONCLUSION 11. REERENCES Fig.1

The Covid-19 pandemic has raged on for almost a year and it is still continuing to create significant challenges for the globe and fashion industry. The pandemic changes the way people live, work and shop. It was also clear that the pre-pandemic movement towards more socially and environmentally conscious buying quickly increased in strength, as people considered not just their own health and well-being but also the society and the world at large. Corporate social responsibility (CSR) and sustainability become a headline.

Currently, consumers are progressively concerned about social consequences of their purchase. Through our data, participants we interviewed are open to receive fashion brands’ social justice response and their ethical practice. However, some interviewees argued that some brands might take CSR as a marketing strategy only. Thus, the transparency of a company’s CSR practice is essential as it helps to gain trust and confidence from consumers.

From our data, high transparency and traceability ethical information that are easy to assess, clear and visible could gain trust and confidence from Gen. Z and Millennials.

1

INTRODUCTION

Fig. 4

Furthermore, a study by Park, C. W et al (2006) claims that strong brand attachment is created through meaningful personal connections between the brand and its customers. Thomson et al. (2005) say consumers can become emotionally attached to consumption objects, including brands. In addition, brand attachment reflects on connection, affection and passion (Thomson et al. 2005). From the interview, most of the interviewees feel friendly and connected by a brand’s CSR, including social justice response and ethical practice.

By that, interviewees are willing to pay a premium price to support Fig.2 ethical fashion. All in all, it is time for the fashion industry to step forward to a more sustainable approach in all aspects.

Regarding sustainability development, H&M shows the continued efforts, commitment and progress that lead to a sustainable fashion future. The brand set a circular sustainable goal in transforming the fashion industry into one that is genuinely built around circularity and social justice for the environment and the community.

In this project, we will put H&M CONSCIOUS as a tool to introduce and re-educate H&M’s sustainable vision, which are leading the change, fair and equal and circular and climate positive to target customers. In the following chapters, mission of H&M CONSCIOUS, market analysis and marketing implementation with timeline will follow to provide solutions to engage target customers, raise brand awareness and brand image.

Fig. 2

02

Fig. 2

Fig. 1

2

SUSTAINABI CORPORATE SOCIAL

Fig. 3

LITY AND RESPONSIBILITY (CSR) Fig.3

04

SUSTAINABILITY IS NO LONGER A FRINGE ISSUE WITHIN FASHION BUT THE MOST DEFINING CHALLENGE AND OPPORTUNITY OF OUR TIME AnOther Magazine, 2019.

With the growing social interest in ethical fashion, sustainability is

Concerning the business benefit of CSR, it is sometimes expressed

an increasingly important factor for fashion consumers, and they

that it has no clear benefit and could destroy shareholder value by

want to have a positive impact on the environment, reported by

diverting resources from core commercial activities. However, the

Harper Bazaar (2020) and Forbes (2020). The raising of consumer

WBCSD believes that a coherent CSR strategy based on sound

consciousness is pushing multinational corporations to take more

ethics and core values offers clear business benefits. CSR enables

responsibility for the social side of their company policy and

business to monitor shifts in social expectations and helps control

practice. The anti-sweatshop movement is an example for consum-

risks and identify market opportunities. With the CSR strategy, it

ers to bring their concerns to the brand, use the consumer

also helps to align corporate and societal values. In the long run,

awareness, consumer choice to lead to supply chain reform, and

CSR helps to improve brand reputation and maintain public support.

push the global apparel manufacturers to publish social responsibility reports, develop codes of conduct and so on to keep their word.

On the other hand, corporate’s ignorant of their social impact can manifest themselves as accusations of social and environmental

Corporate social responsibility (CSR) is essential for corporate

injustice which can severely damage corporate reputation and have

today. Corporations that practice CSR and sustainable development

led to a number of undesired outcomes, such as consumer boycotts,

need to operate in ways that are respectful to the general population

failure to attract good employees and loss of employee support,

and their surrounding environment. According to Behringer and

difficulties with life cycle, extra spending to remedy past mistakes

Szegedi (2016), CSR is a business model which promotes business

and so on. Consumers are tend to withdraw their trust of the brand

contributions to sustainable development. For example, CSR

or company, unless it can demonstrate CSR clearly. These

creates a balance between economic interests, environmental

pressures reflected a shift in what society and consumers expect the

needs and social expectations by integrating the spirit of sustainable

brand and company to act. Moreover, companies can regain reputa-

development into the business strategy. The study by Behringer and

tion and trust through practicing their CSR properly.

Szegedi (2016) highlighted that the business area has an increasingly larger role in sustainable development and it has become clear Fig.4

by now that CSR contributes to the sustainable development of business areas and without that sustainable development cannot be reached.

In line with the World Business Council for Sustainable Development (2000), CSR is considered to be an integral part of sustainable development. The World Business Council for Sustainable Development (WBCSD) also found that CSR priority issues today are human rights, employee rights, environmental protection, supplier relations and community involvement.

Fig. 4

06

According to Carroll’s (1991) four-layered pyramid model, called the pyramid of corporate social responsibilities. Carroll says a fully socially responsible business has to address the entire range of obligations embedded in Economic Responsibility, Legal Responsibility, Ethical Responsibility and Philanthropic Responsibility.

Economic Responsibility is the “first and foremost social responsibility of business” that the company sells goods for profit. Carroll states that economic aims are a major part of CSR, as economic performance is required by the society. Legal Responsibility is also required by the society. Companies are expected to obey the law in this responsibility, because the law mirrors what society regards as accepted or unaccepted. Ethical Responsibility is not required but expected by the society, as “society has expectations of business over and above legal requirements”, for example to assert ethical leadership, avoid questionable practices or operate above the minimum standard of the law. Ethical Responsibility impacts on all stakeholders, most frequently engaging consumers and employees.

Philanthropic Responsibility stands at the top of the pyramid covers activities like philanthropic contributions and other non-profit generating acts, such as supporting the community by providing programs or engagement in volunteerism. This responsibility is F i g . 16 C arro l l ' s (1 9 9 1 ) Pyr am id of Cor por ate Social Responsibi l i ty

desired and expected by the society.

CSR has been described as a tool to build a good corporate reputation. A brand or company has a new foundation to regain public trust through practicing their CSR properly. Porter (2003) also says that “today’s companies ought to invest in CSR as part of their business strategy to become more competitive”.

Fig. 5

Fig. 5

08 Fig. 5

Fig. 2

Fig. 1

H&M

SUSTAINABLE INITIATIVES

Fig. 6

10

Hennes & Mauritz, also known as H&M is a multinational company

H&M Hennes & Mauritz AB had appointed Helena Helmersson the

which was established in 1947 in Sweden, which has been in

president and Chief Executive Officer (CEO) since 30 January 2020.

operation for over 70 years. It is a well-known fast fashion brand for

She served as sustainability chief for five years, then headed global

women, men, children and babies. It also launched H&M Home,

production from Hong Kong. She was chief operating officer for just

offering fashion forward décor and accessories for interior lovers. It

over a year before becoming CEO. The new CEO has continued on

is the second largest clothing retailer. According to the annual report

H&M’s path of high ambitions and targets in the sustainability area,

2020, it operates globally in 74 markets and 52 markets with online

including climate, environment, social justice and human rights

stores

issues with transparency. With the change of CEO that experienced sustainable initiative and the vision launched in recent years, H&M

In terms of sustainable development, even H&M is putting a lot of

is indeed focusing on changing the system and supply chain and

effort on it to reduce the impact of fashion industry, consumers are

moving to a more sustainable fashion industry. Helena, the new

still questioning or might see their actions as “greenwashing” (the

CEO also says, “We all need to play our part in transforming our

brand’s sustainable activities that make people believe that the

industry into one that is genuinely built around circularity and social

company is doing more to protect the environment than it really is),

justice” in the 2020 annual report.

since as the second largest fashion brand, well-known for its fast fashion business model, H&M is launching product in a short production time and low prices. By this business model, plenty of environmental damage and ecological harm is created. To launch the huge production, the brand is working with third party partners around the globe which was difficult to trace before under this business model, it created social justice issues related to human rights, such as safety and health working environment, fair living wages, forced or child labour. These issues have been criticized by environmentalists and social justice activists.

Fig. 8

Fig. 9

Fig. 15 H&M S us tai nab l e C i r cul ar Goal ( 2021)

The sustainability strategy of the brand is to 100% leading the change towards promoting and scale innovation. The brand is working to drive transparency to meet customer’s needs as well.

A circular and climate positive change is operating within planetary boundaries, and a fully circular eco-system for their product category, supply chain and customer journey. H&M is striving to promote fair and equal for all from their office, store to their third party partners, such as raw material manufacturer and factory. The brand is engaging with their colleagues, customers, business partners and experts to approach and to deliver their sustainability strategy.

12

The sustainability strategy of the brand is to 100% leading the change towards promoting and scale innovation. The brand is working to drive transparency to meet customer’s needs as well. A circular and climate positive change is operating within planetary boundaries, and a fully circular eco-system for their product category, supply chain and customer journey. H&M is striving to promote fair and equal for all from their office, store to their third party partners, such as raw material manufacturer and factory. The brand is engaging with their colleagues, customers, business partners and experts to approach and to deliver their sustainability strategy.

H&M is on its journey towards 100% using recycled or other sustainably sourced materials in all the assortment by 2030. The brand uses technology and AI as their powerful tool in the transition to sustainable fashion, helping the brand to predict trends and better align supply with demand, leading to a more sustainable decision making throughout the design and production making process. By offering customers what they want, the brand reduces waste and over-production, as well as ensuring garments stay in use longer. H&M Foundation is also collaborating with TextileGenesis, a start-ups company whose pioneering traceability platform is custom built for the apparel ecosystem, using blockchain technology to track and verify the use of sustainable fibres all the way from fibre to garment too. This step is truly increasing transparency for customers as they provide information about materials and factories where products from H&M and H&M Home are made.

Fig. 7

Fig. 6

In 2019, H&M and H&M Home provided sustainability information on most products including materials used, supplier names, their addresses and number of workers employed. Transparency is important for sustainable fashion and essential for doing business, by making sure human rights are respected, working conditions are adequate and the environment is safeguarded with knowing where their products are being made. The public disclosure of comparable, credible and comprehensive information and data about the supply chains, business practice and the impacts of these practices on workers, communities and the environment. Moreover, Fashion Revolution has published the 2020 Fashion Transparency Index, evaluating supply chain transparency and working conditions in textile factories. H&M was ranked top ten out of 250 brands in the list.

According to Raworth (2017), the attention to sustainability, including all those interventions of attention to the territory and the community in which the brand operates, respect and protection of the environment, enhancement of human resources, safety of working

conditions

and

protection

of

health

have

become

fundamental drives for the fashion industry. With the growing awareness of conscious consumers, H&M should continue to pay more attention to their CSR and ethical practice, and to make them even more visible to their customers.

H&M also created a new ethical line named H&M CONSCIOUS. All of the cotton within H&M Conscious is organic, recycled or sourced through the Better Cotton Initiative (BCI). This means whenever a customer buys a cotton product, you can feel confident that you’re supporting a more responsible cotton industry that is certified by BCI which takes environment and labour practice accountable. Organic cotton uses 62% less energy and 91% less water (on average) than conventional cotton. It’s also grown without synthetic pesticides and fertilisers and doesn’t contain genetically modified organisms (GMOs). This is better for the soil and the surrounding ecosystem and has less impact on the environment.

In terms of sustainability governance, the brand has over 230 people across the group who have sustainability as their core task.

The sustainability initiatives data will be reviewed quarterly, biannual and annually, in order to check the progress and set future direction. H&M also has a separate sustainability department which reports directly to the CEO.

14

Fig. 2

H&M CONSCIOUS MISSION

The starting point and the reason why H&M have created H&M CONSCIOUS is to make more sustainable fashion choices available, affordable and attractive to people. The line was first launched in 2010 with a focus on development and innovation. It has expanded into a brand itself containing H&M CONSCIOUS, H&M Foundation and different in-store initiatives.

The clothing of this line is made from sustainably sourced materials and using sustainable methods, the brand is making sure that H&M CONSCIOUS products that consumers buy, and love are made in an ethical and humane way. The brand is conscious of environmental impact and continues to put practices in place, so that the next generation can enjoy and share the brand’s passion for the environment. H&M CONSCIOUS will be the role model for ethical fashion in the future where fashion both looks good and does good.

To e n s u r e t h e p r o d u c t s a r e m a d e i n a n e t h i c a l a n d h u m a n e w a y.

To m a k e s u s t a i n a b l e f a s h i o n a n d d e s i g n a v a i l a b l e f o r e v e r y o n e .

To i n v i t e a n d m o t i v a t e c o n s u m e r s t o b e c o n s c i o u s w i t h H & M .

Fig.10

16

Fig. 2

SWOT

Analysis

- Second largest international fast fashion retailer with USD 1.8 billion in profit

- Low customer service - Low brand attachment

- Have capital and resources to focus on sustainable materials and production

- Lack of communication of their sustainable work and so the brand is not seen as sustainability focused brand

- Committing to sustainability in fashion industry - Need to follow up of their sustainability approach and promises - 12 stores in Hong Kong - Affordable and competitive pricing - React fast to new trend - Fast delivery of new product - One of the most preferred fashion brand among Millennials

STRENGTHS

WEAKNESSES

- To communicate H&M’s sustainable outcomes to consumers

- Strong online competitors (e.g.: ASOS, Everlane, Zara.)

- Improve customer loyalty

- Offline competitors in Hong Kong (e.g.: GU, Uniqlo, Pull&Bear, Zara.)

- Collaborate with more brands and influencers - Embrace sustainable issues which are the concern of Gen. Z and Millennial

- The transparency to their third party factories and supply chain are hard to control - Increasing product cost

- Enhance the visibility of sustainability initiatives to customers - Rising labour costs around the world - Risk of foreign exchange rate - Covid-19 pandemic and government policy and regulation to physical store

OPPORTUNITIES

THREATS

For the purpose of making a good communication strategy for H&M CONSCIOUS, it is relevant to find out the strengths, weakness, opportunities and threats of H&M. SWOT analysis helps to discover the possible strategy and threats from competitors in Hong Kong.

18

Fig.11

Fig. 12

Fig. 2

SEGMENTATION The target customers for H&M CONSCIOUS are the younger generation including Gen. Z and Millennial aged 18 to 38 years old living in Hong Kong. They are financial independence females who are aware of environmental and social justice initiatives. At the same time, they value how their money is spent. They are tech savvy and digital natives spending at least three to four hours on social media platforms, such as Instagram, Facebook and YouTube. However, they also enjoy outdoor activities and handmade stuff. Their style preference is mainly minimal and natural.

20

In this project, Generation Z, people born after 1996, aged 18 to 25

The Gen. Z are digital natives, and the Millennial are tech savvy.

years-old and Millennial, people born between 1981 and 1996, aged

They were born and raised in the era of smartphones and they are

26 to 38 years-old are our target customers. To narrow down the

used to multiple devices. They spend a lot of time on the social

target market, we will focus on females. In line with our interview

media platform, such as Instagram, Facebook and YouTube from at

data, their awareness and interest of sustainability is higher than

least three to four hours per day. They are innovative, creative and

male in Hong Kong. The target customers are having higher

they are self-reliant and resourceful that they know how to find rich

education or above, such as higher diploma, associate degree and

information and content on the internet quickly. The target customer

bachelor’s degree.

value for money on knowing how they spend their money on durable or longevity item. Through the use of internet, this group of custom-

Regarding their occupation level, the target customers are at entry

ers are able to research ethical fashion and they care about sustain-

level, most of them are in intermediate level whose financial

ability.

independence with income around HKD 15000 to HKD 30000.

According to the data from Hong Kong Census and Statistics

From our data, they enjoy activities like hiking, yoga, picnicking with

Department updated in 2020, there are almost two million of popula-

friends and café hopping. They are interested in photography,

tion falls under our target age group, and details from the data

handmade works, such as ceramic making and baking. They enjoy

shows that there are one million one hundred thousand of females

a minimal and natural lifestyle.

in Hong Kong within the age group which is a large number of generations in Hong Kong.

Regarding the geographic, our target customers are living in Hong Kong. The use of language is Cantonese and English. They can read both Traditional Chinese and English. As for the climate and season, Hong Kong is under a humid subtropical climate zone, characterized by long hot and humid summers, and short cold to mild winters.

Fig.12

Their lifestyle and value of Millennial and Gen. Z in Hong Kong can be influenced by the political environment. The social interaction theory by Vygotsky (1978) is talking about cognitive development with strong social and culture perspectives. In Hong Kong, the perception of Gen. Z and Millennial in Hong Kong towards brands’ ethical practice and social justice approach should be influenced by the social situation around them. They are increasingly concerned about their human rights, especially after the launch of National Security Law announced on the 1st July 2020, and International Human Rights Day Protest on 8th December 2019 as reported by United Press International (2019).

Younger generations in Hong Kong are active in social issues in their community, turning them into an enlightenment thinker that believed they could help create a better society, and this concept is matching with H&M CONSCIOUS mission. In addition, following our interview data, the target customers are willing to pay premium to ethical fashion because they would pay their money to brands with well sustainability practice in the sphere of environment, community and people across the supply chain.

22 Fig. 13

Fig. 2

Fig. 2 Fig. 1

TARGETING Fig. 5

Our strategy in this marketing plan is to re-educate the Gen. Z and Millennial women through the launch of H&M CONSCIOUS line and its following sustainable workshops and events. These workshops Fig.12

and events will help the target customer to know more about sustainability and re-think what they can do to change the planet into a better place.

Besides, H&M CONSCIOUS needs to collaborate with content creators on social media platforms, such as Instagram, YouTube and Facebook to create valuable, yet organic content via photo story and video to spread the word to the target audience. In the long run, this helps to raise awareness and gain trust to our potential customers as well. All in all, these engagements will lead our target customer and potential customer to buying actions.

Meanwhile, through the marketing events, brand awareness and familiarity will be enhanced and this leads to build up a quality customer loyalty and customer retention for H&M and H&M CONSCIOUS lines.

Fig.12

24 Fig.12

Only a specific age group between 18 to 38‐years‐old is interviewed.

Both research methods are undertaken in Hong Kong which perhaps limits the findings to that geographic region. Further research in this area could explore the emotional attachment with consumers over 38 years-old male and female to enhance the understanding of different generations.

Due to the covid-19 group gathering regulation, Cap. 599G (Hong Kong S.A.R., 2020), the size of focus group is limited to three interviewees and one interviewer. For further research after the pandemic without any group gathering regulation, focus group can maximin to five to six interviewees in a group to collect interactive and conversational dialog.

Fig. 14

In order to find out what H&M CONSCIOUS will need to have as a

GU and Uniqlo are sister labels managed by Fast Retailing, a group

unique selling point and focus on among its competitors, a position-

with over 9 million net income in 2020, thus, these two brands share

ing map has been made from competitor research. The direct

the same sustainable focus. They are also targeted as low-priced

competitors for H&M CONSCIOUS are GU, Pull&Bear, Uniqlo and

fashion. Recently, GU and Uniqlo set goals to ensure the brands are

Zara. This positioning map is made from how high sustainable and

taking responsibility for today’s demands for a more sustainable

ethical fashion focused and after that their price.

society. For instance, they introduced more environmentally conscious materials and promoted recycling for a more sustainable

H&M CONSCIOUS is working with expertise to adopt new technolo-

business. Through on-site observation, GU & Uniqlo have décor and

gy and invent sustainable materials to make sure to close the loop

banners with infographics put on shelf-end to promote their sustain-

and cover all aspects by their sustainable approach, for example,

able items.

recycling fabric waste, using recycled plastic bottles to generate new fabric, using BCI certificate and responsible cotton. H&M also

ZARA and PULL&BEAR are brands under Inditex Group, which is

set a sustainable goal to only use 100% recycled or other sustain-

the world’s largest fast fashion retailer. Since they are managed

ably sourced materials by 2030. The group also set a high bar to

under

investigate their third party partners around the globe to make sure

standpoints, such as their price tag and bags are made from 100%

human rights and environmental issues are respected.

degradable materials, the Join-Life line in ZARA to use recycled

the

same

group,

they

cover

the

same

sustainable

material, ensure fully toxic-free clothing production. However, PULL&BEAR have no visible in-store props to support sustainable initiatives. The production and process of Zara has been criticized as not being sustainable focus enough.

Fig.38 Positioning Map

Fig.14

26

9 Fig. 15

MARKETING IMPLEMENTA

Fig.17

TION

28

PRODUCT H&M CONSCIOUS The unique selling point of this line is all the materials are conscious and the making process is ethical. This line emphasis on recycles and reuse. Customers can find fashionable, affordable and sustainable garments sat the same time. The brand can use it to change its negative reputation in the fast fashion sphere among the other competitors. The brand can take advantage of this line to change the perception of fast fashion culture.

Product Style: Minimalist and natural elements From our data, female interviewees prefer minimal, vintage and natural style with a comfortable touch. Classic and essential items which are easy to mix-and-match are important. Key pieces in the

Fig. 36

collection are easy-to-wear garments. Furthermore, as a part of the target group enjoys exercising and outdoor activity, expansion on activewear is in need as well.

Material: 100% recycled or other sustainably sourced materials With the help of new technology, new sustainable materials are invented, innovative materials such as Eco, recycled cotton, Bananatex (fibre from banana plants), Vegea (vegan grape leather), Agraloop (natural fibre derived from agricultural crops) and so on, will be used across the H&M CONSCIOUS line.

Fig. 37

Packaging: Recycled and degradable paper packaging

In terms of the price tag, the current H&M CONSCIOUS one contains 4 pieces of green color recycled card binding with an organic cotton string, including one for price and size information, one for material composition, one for claiming that these papers are from responsible source and last one is a thin tag to promote “Let’s close the loop” campaign. The brand can reduce the use of paper,

For brick and mortar stores, H&M should continue to use recycled and degradable paper bags. Staff should encourage consumers to use their own shopping bag. For logistics to physical stores, plastic bags should be avoided for hanging assortment. On the other hand, the use of carton boxes is suggested to maximise the quantity of clothing for delivery.

even if it is made from recycled materials. The brand can use 50% less paper to group the information from four tags into two tags. The brand is suggested to add QR code on the tag for the target customer to find out in which factory the garments were produced, as well as further information on sustainable material composition and solutions for reusing and recycling products that are worn-out.

As for online stores, a well protective packaging, including paper box and stuffing, is required to secure the delivery process and provide a well after sales customer experience, so that customers can receive their order in well condition. However, this kind of packaging creates an image of paper wastes which is bringing environmental concern for customers. It is hard to find a balance between protective packaging and environmentally friendly. However, the brand should keep using sustainable paper but trying to reduce the use of stuff papers, even if it is recycled one, as less as possible. At the same time, the reduced percentage of the paper on a year to year basis should be listed on the box by infographics, so when customers unbox their order, they can compare the information easily themselves and see the differences that the brand is working on. Lastly, plastic bags are not an option for online order packaging.

30 Fig. 22

PRICE Price range: around HKD 119 to HKD 599 Compare with competitors, such as GU, Uniqlo, Zara and BULL&BEAR, the pricing of H&M CONSCIOUS is affordable and reasonable to potential customer. It can be a bit higher than GU & Uniqlo as H&M CONSCIOUS offer good quality garment made from 100% sustainable soured material and making process, therefore the starting price was set from HKD 119.

Fig. 18

PEOPLE Store staff should be educated with the brands’ latest sustainable approach annually. They clearly know the product differences between H&M CONSCIOUS and H&M to answer potential customers. The staff should provide customer service in a friendly and welcome way in order to enhance customer experience in-store.

Fig. 18

32

PROMOTION In line with H&M CONSCIOUS mission to invite and motivate consumers to be conscious with H&M, the brand is going to hold

“BEYOND CONSCIOUS LAB” pop-up events for a year in two stores located in Tsim Sha Tsui and Causeway Bay in S/S 2022. Besides, an offsite event in PMQ,

Fig. 2

located in Central will follow later on at the end of the year.

The marketing goals of these events aim to enhance the brand’s reputation and awareness in the sustainability aspect in Hong Kong.

Second, to strengthen the sustainable profile and drive store traffic.

Lastly, to increase performance for H&M CONSCIOUS line.

34

A

Pop up event s, public r elat io n sh ip an d so cial m ed ia co n t en t will be releas ed t o at t r act t h e p o t en t ial cu st o m er.

I

Through con t en t f r o m lo cal o n lin e m ed ia an d cont ent creat o r s, t o r aise t h e cu st o m er in t er est by dem o n st r at in g t h e p o p - u p even t .

D

By generat ing o r g an ic co n t en t f r o m co n t en t cr eat o r s t o promot e H & M C ON SC IOU S an d it s f o llo win g event s, t o co n vin ce cu st o m er s o f t h e d esir e and t o join t h e even t s an d wan t t h e p r o d u ct .

A

By add in g t h e lo cat io n , h ash t ag an d t ag f un ct io n s, t o lead cu st o m er s t o visit t h e p o p - u p even t an d en r o l t o jo in t h e wo r ksh o p s.

AIDA path to purchase refers to attention, interest, desire and action. It will be applied to the marketing plan to engage customers to take action towards a sustainable lifestyle and to buy H&M CONSCIOUS line items in order to increase sales.

PUBLIC RELATIONSHIP

As for the public relation initiatives, the brand will Invite Gen. Z and Millennial Key opinion leader (KOL) and content creators, whose create and share visual, articles, video or any contents on the internet and social media, to participate in the “BEYOND CONSCIOUS LAB” and join the handmade workshops to spread the word on their own social media platform, mainly focusing on Instagram and YouTube. Taking advantage of their follower base, when the content creator and KOL is talking about sustainability issues, it helps to generate buzz and awareness within the target customer.

We are exposed to peer-to-peer pressure. If our peers are not paying for ethically sourced clothes, we are likely to do the same and we won’t change our behavior. Peer-to-peer pressure or control is nowadays omni-present due to social media, which nobody, especially the Gen. Z and Millennial can evade. From our data, the mostly used platform to receive trend information for Gen. Z and Millennial are Instagram, Facebook, YouTube as well. There are still a group of them obtaining information from the magazine’s online platform. Therefore, H&M CONSICUOUS can spread their sustainable approach through the Gen. Z and Millennial content creator or KOL to connect with the target customers.

36

In the “BEYOND CONSCIOUS LAB” pop-up event, the brand will

Meanwhile, customers will build brand attachment with H&M

create a series of handmade workshops for customers who

CONSCIOUS and also H&M through the experiential process, brand

purchased H&M CONSCIOUS product in any price to enrol via the

image will be enhanced afterwards as well. In addition, the

H&M mobile phone application (H&M Apps.) with just few steps. As

“BEYOND CONSCIOUS LAB” pop-up created a time-limited space

regards to PMQ pop-up, customers are welcomed to join after the

that gave a sense of urgency for potential customers to visit and

purchase of H&M CONSCIOUS product.

drive traffic. The brand can raise awareness, get new customers and increase revenue too.

The reason why to hold the creative handmade workshop is because creativity is regarded as a thinking process that is aimed at

According to the report from WGSN (2021), simplicity matters for

originality, generating ideas or devising new solutions for old

future consumers. They want simplified retail experiences, calm

problems. Creativity makes unusual associations or finds new ways

commerce, and a reassuring relationship with brands. Thus, H&M

of looking at things. The choice of workshops is based on to raise

CONSCIOUS can make the store experience, online enrolment

awareness on the importance of garment recycling, customers are

process to workshop experience easy.

able to touch and feel the recycled and sustainable materials that come from fabric waste collected from the garment making process.

Participants will learn H&M’s sustainability circular and understand the brand is continuing to make meaningful changes in the fashion industry.

Fig.19

38 Fig.20

Fig.21

HOW LONG DOES EVERY WORKSHOP TAKES?

The workshops will run for around two hours.

WHAT WILL THE WORKSHOP COST?

The patchwork and wall hanging decoration workshop take place in Tsim Sha Tsui and Causeway Bay stores will be free of charge for all consumers.

The workshop take place in PMQ will be free of charge as well, however, consumer will need to purchase the organic garment or accessories before joining the workshop.

HOW TO ENROL?

For workshops to be held in Tsim Sha Tsui and Causeway Bay stores, customers just need to use their mobile device and follow the simple steps below.

Step 1. Use the H&M Apps. to scan the code on the receipt.

Step 2. Select the date, store and session Step 3. Enter participant name and select the workshop to join and time slot.

Regarding the natural dye workshop in PMQ pop-up, customers can make a purchase of any H&M CONSCIOUS garment or accessories on site, then they can join the workshop right away in the PMQ pop-up next door. For customer who purchased H&M CONSCIOUS garment before the launch of the PMQ pop-up

Scan rhe code on the customer receipt.

Choose the handmade workshop.

Select the location, date and time slot.

HANDMADE PATCHWORK

WALL HANGING

WORKSHOP

WORKSHOP

ENROL NOW!

Please select the store WALL HANGING WORKSHOP Please select the date

ENROL NOW! Please select the session

Fig. 2 ENROL NOW!

SEE YOU ON THE LAB WORKSHOP!

Enrolment completed!

Customers can easily check their appointment on the H&M Apps. too.

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W O R K S H O P D E TA I L S H a n d m a d e P a t c h w o r k Wo r k s h o p

Wa l l H a n g i n g D e c o r a t i o n Wo r k s h o p

Available at Tsim Sha Tsui and Causeway Bay store.

Available at Tsim Sha Tsui and Causeway Bay store.

Operates on Monday to Friday with 4 sessions per day.

Operates on Monday to Friday with 4 sessions per day.

Session 1: 11:00 – 13:00

Session 1: 11:00 – 13:00

Session 2: 13:30 – 15:30

Session 2: 13:30 – 15:30

Session 3: 16:00 – 18:00

Session 3: 16:00 – 18:00

Session 4: 18:30 – 20:30

Session 4: 18:30 – 20:30

In this course, customers can learn,

In this course, customers can learn,

- Introduction to the sustainable materials they are holding!

- Introduction to the sustainable materials they are holding!

- Learn different sewing techniques to create patchwork

- Learn different sewing techniques to design their own wall hanging

- Receive instruction and guidance from instructor

decoration

- Patchwork materials will be provided by H&M CONSCIOUS

- Receive instruction and guidance from instructor - Patchwork materials will be provided by H&M CONSCIOUS

Fig.41 Fig.24

Fig. 5

Fig.26

Fig.23

Fig.25

Natural Dye workshop

Available at PMQ pop-up store only.

Operates from Monday to Sunday, from 11:00 to 20:00. The instructors will stand by all day to provide guidance for customers.

In this course, customers can learn, - Introduction to the sustainable materials they are holding!

Fig.30

- Learn different natural dye techniques to personalise their own garment or accessory - Receive instruction and guidance from instructor - Natural dye materials (excluding the garment or accessory) will be provided by H&M CONSCIOUS - The garment or accessory will be available for pick up 3 days after the completion of the workshop. Customers can pick up their work at PMQ pop-up or to collect in H&M’s store network in Hong Kong.

Fig.29

Fig.40

Fig.27

Fig.28

42

PHYSICAL EVIDENCE

H&M are suggested to create a clean & tidy, decorated sector with H&M CONSCIOUS products in Canton Road store in Tsim Sha Tsui and Fashion Walk store in Causeway Bay. The area is suggested to be on the first floor with H&M CONSCIOUS banner on top of wall shelves and small décor on top of the free-standing rails, in order for customer to differentiate it, on the other hand, it helps customer to

Fig. 2

notice that H&M is intent to take responsibility and lead the change towards a more sustainable fashion industry when they first enter the store. Potential customers will be attracted by the activities which are happening in the store.

Regarding the last workshop starting from September of 2022 to be held in PMQ, it is a natural dye workshop. H&M CONSIOUS is going to hold the “BEYOND CONSCIOUS LAB” in two standard unit in PMQ. In this pop-up, H&M CONSCIOUS will offer all products, including clothing and scarf and socks in organic white color to create a clean and bright image. The furniture and fixtures have to be in white color to provide a laboratory like environment to link with the “BEYOND CONSCIOUS LAB” events.

Fig. 14

Fig. 31

Fig. 32

Fig. 33

Fig. 34

44

I N - S TO R E S E C TO R L AY O U T C O N C E P T

FRONT VIEW

by

FLOOR PLAN

TABLE: 150 CM X 200 CM Material & Tool Box

Fig. 5

* TABLE & CHAIR COLOR: WHITE

P M Q P O P - U P S TO R E L AY O U T C O N C E P T

SHOP FRONT UNIT no. 2

UNIT no. 1

by

FLOOR PLAN UNIT no. 1

UNIT no. 2

MIRROR

UNISEX SCARF & SOCKS

Material & Tool Box

TABLE

MEN

WOMEN

PRODUCT

PRODUCT

SHELVES

SHELVES

TABLE

RAIL FOR CUSTOMER TO DRY THE WORK

CASHIER

PLANTS

46

HANDMADE PATCH WORK WORKSHOP HANDMADE WALL HANGING WORKSHOP NATURAL DYE WORKSHOP PMQ POP UP STORE

JAN

FEB

MAR

APR

MAY

JUN

- Deliver H&M CONSCIOUS Sring/Summer collection launch to media.

- Deliver “BEYOUND CONSCIOUS LAB” story to media/ content creator/ KOL influencers.

- Deliver “BEYOUND CONSCIOUS LAB” story to media/ content creator/ KOL influencers.

- Invite content creators and KOL influencers to participant the wall handing workshop.

- Invite content creators and KOL influencers to participant the patchwork workshop.

-Encourage media/ content creator/ KOL influencers to spread the word.

-Encourage media/ content creator/ KOL influencers to spread the word.

- All stores in Hong Kong to announce “BEYOUND CONSCIOUS LAB” workshop - Stores to announce H&M CONSCIOUS line.

Fig. 14

MARKETING TIMELINE

JUL

AUG

SEP

OCT

NOV

DEC

- Deliver “BEYOUND CONSCIOUS LAB” story to media/ content creator/ KOL influencers.

- Invite content creators and KOL influencers to participant the natural dye workshop.

-Encourage media/ content creator/ KOL influencers to spread the word.

Pre-announce the POP UP at PMQ and the “BEYOUND

PMQ POP UP Store Opening

POP UP dismantle

CONSCIOUS LAB” by H&M to the media.

POP UP installation

48

Fig. 35

CONCLUSION Using the STP process, businesses can identify their most valuable customer segments and create products and marketing communications that target those customers. This helps to create engaging, personalized content that converts visitors to customers at a high rate.

H&M CONSCIOUS need to engage and educate their target customers to make more ethical decisions. The brand should also educate their consumers about the CSR they are engaging through the workshop and organic content created by content creators or KOL in various social media platforms, such as Instagram, YouTube, Facebook and magazine’s online platforms. These platforms could help to reach more Gen. Z and Millennial target consumers.

In order to achieve H&M’s sustainability goals, the brand should continue to re-think and re-design with expertise to make a more innovative approach. In the field of sustainable fashion, there are always different voices and comments from the society. The brand should stay firm in their ethical practice and social justice response to create a sustainable fashion future.

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REFERENCES

ILL U S T R ATION R E FE R E N CES Fig. 1 Handmade rug by H&M HOME [Online image] available at: https://www.instagram.com/p/CLMI-NxMVlK/ [accessed 20 April 2021] Fig. 2 AW2020 Women Collection by H&M [Online image] available at: https://lp2.hm.com/hmgoepprod?set=width[1440],quality[80],options[limit]&source=url[https://www2.hm.com/content/dam/hm-magazine-2020/fe atured-fashion/20_13_A_trend_artikel_5_NY.jpg]&scale=width[global.width],heig ht[15000],options[global.options]&sink=format[jpg],quality[global.quality] [accessed 23 April 2021]

Fig. 20 Sweater by H&M [Online image] available at: https://lp2.hm.com/hmgoepp r o d ? s e t = q u a l i ty%5B79%5D%2Csource%5B%2F48%2Ff9%2F48f93b4d12e58cb1551fae2fa74 71a269627b67f.jpg%5D%2Corigin%5Bdam%5D%2Ccategory%5B%5D%2Ctype %5BLOOKBOOK%5D%2Cres%5Bm%5D%2Chmver%5B1%5D&call=url[file:/pro duct/main [accessed 23 April 2021] Fig. 21 Men collection by H&M [Online image] available at: https://www2.hm.com/en_us/productpage.0965012002.html [accessed 23 April 2021]

Fig. 3 Men 2021 ADV by H&M [Online image] available at: https://lp2.hm.com/hmg o e p p r o d ? s e t = w i d t h [ 1 4 4 0 ] , q u a l i t y [ 8 0 ] , o p tions[limit]&source=url[https://www2.hm.com/content/dam/ladies_s03/magazine2021/3103-HMxGood-News-Magazine-Campaign-4.jpg]&scale=width[global.widt h],height[15000],options[global.options]&sink=format[jpg],quality[global.quality [accessed 23 April 2021]

Fig. 22 H&M cotton 1 by H&M [Online image] available at: https://www2.hm.com/en_asia1/hm-sustainability/lets-change.html/innovate/cotton [accessed 17 April 2021]

Fig.4 AW 2020 collection – White Dress by H&M [Online image] available at: https://media.vogue.com.tw/photos/5f8ec21c2694602b161f6b20/master/w_1280%2cc [accessed 23 April 2021]

Fig. 24 Landscape Coaster by Thompson Street Studio [Online image] available at: http://www.thompsonstreetstudio.com/shop/landscape-coasters-blush [accessed 16 April 2021]

Fig. 5 Cotton clothing by H&M [Online image] available at: https://www2.hm.com/en_asia1/hm-sustainability/lets-change.html/innovate/all-stars [accessed 20 April 2021]

Fig. 25 Cotton thread by H&M [Online image] available at: https://about.hm.com/news/general-news-2018/HM-Foundation-puts-EUR-1-million-and-coaching-program-on-the-table-for-ideas-reinventin g-the-entire-fashion-industry.html [accessed 16 April 2021]

Fig. 6 Ribbed Crop Top by H&M [Online image] available at: h t t p s : / / l p 2 . h m . c o m / h m g o e p p r o d ? s e t = q u a l i ty%5B79%5D%2Csource%5B%2Fda%2F85%2Fda854be20a4a77c86650c723a 04b2280c69216c3.jpg%5D%2Corigin%5Bdam%5D%2Ccategory%5B%5D%2Ct ype%5BLOOKBOOK%5D%2Cres%5Bm%5D%2Chmver%5B1%5D&call=url[file:/ product/main] [accessed 23 April 2021] Fig. 7 Bring It Short Film by H&M [Online image] available at: https://about.hm.com/content/dam/hmabout/groupsite/images/article/Newsroom/2017/January/Bring%20it%20-%20article%20pic.jpg/_jcr_conten t/renditions/cq5dam.web.1952.1206.jpeg [accessed 23 April 2021] Fig. 8 H&M logo by Bella Citta [Online image] available at: https://cdn.bella.tw/files/FotoJet%20-%202020-09-03T104110_147.jpg [accessed 23 April 2021] Fig. 9 Showroom SS 2020 by Ming Weekly [Online image] available at: https://www.mingweekly.com/fashion/fashionnews/lightbox-20442-153643.html Fig. 10 KIKO for H&M by Popbee [Online image] available at: https://popbee.com/fashion/fashion-news/kiko-mizuhara-hm-conscious-exclusive-2020-ss-ambassador/ Fig.11 Conscious Hoodie by H&M [Online image] available at: https://www2.hm.com/en_us/women/campaigns/1103a-spring-of-natural-innovations.html [accessed 25 April 2021] Fig. 12 Cat and H&M Home by Kater Stimmung [Online image] available at: https://www.instagram.com/p/B-WPLwxqJTZ/ [accessed 23 April 2021] Fig. 13 Page Banner by H&M [Online image] available at: https://files.hm.com/share/assets/2020/9501/images/d848cfa1d420a4947481fbb78e827011-900.jpg [accessed 17 April 2021] Fig. 14 Cotton Rug by H&M [Online image] available at: https://www.instagram.com/p/CMGy9u0McUG/ [accessed 17 April 2021]

Fig. 23 Patchwork by Kaliko [Online image] available at: https://www.pinterest.com/pin/163044448997813139/ [accessed 16 April 2021]

Fig. 26 Fine arts by Markel [Online image] available at: https://www.pinterest.com/pin/281052832980176865/ [accessed 23 April 2021] Fig. 27 H&M Foundation by H&M [Online image] available at: https://about.hm.com/news/general-news-2018/HM-Foundation-puts-EUR-1-million-and-coaching-program-on-the-table-for-ideas-reinventin g-the-entire-fashion-industry.html [accessed 23 April 2021] Fig. 28 Natural Dye Tee by H&M [Online image] available at: https://www2.hm.com/zh_asia1/productpage.0989481001.html [accessed 23 April 2021] Fig. 29 Tie Dye Socks by LLA [Online image] available at: https://losangelesappare l . n e t / c o l l e c t i o n s / w o m e n - a c c e s s o ries-hosiery-socks/products/unisock3-3-pack-unisex-sock?variant=37808248225 971 [accessed 23 April 2021] Fig. 30 Natural Dye Tee by H&M [Online image] available at: https://www2.hm.com/zh_asia1/productpage.0965677001.html [accessed 23 April 2021] Fig. 31 Sustainable Shop by Sustainecostore [Online image] available at: https://shop.sustainecostore.com [accessed 17 April 2021] Fig. 32 Sustainable Shopping by Nora Brumm [Online image] available at: https://luxiders.com/sustainable-shopping-guide/sustainable-shopping-stores/ [accessed 17 April 2021] Fig. 33 PMQ frontview by PMQ [Online image] available at: https://www.pmq.org.hk/the-site/feature-facilities/ [accessed 23 April 2021] Fig. 34 Lui Ting Ting Josie (2021) PMQ Atrium Fig 35 Men’s Tee by H&M [Online image] available at: https://www2.hm.com/en_us/productpage.0996576001.html [accessed 22 April 2021] Fig. 36 Lui Ting Ting Josie (2021) H&M Conscious tag 1

Fig. 15 H&M Sustainable Circular Fig. 37 Lui Ting Ting Josie (2021) H&M Conscious tag 2 Fig. 16. Carroll’s (1991) Corporate Social Responsibility Pyramid Fig 17 Close the loop adv. by H&M [Online image] available at: https://www2.hm.com/en_us/hm-sustainability/lets-change.html [accessed 17 April 2021] Fig. 18 Creped Dress by H&M [Online image] available at: https://www2.hm.com/en_us/productpage.0973564003.html [accessed 23 April 2021] Fig. 19 H&M Conscious collection by H&M [Online image] available at: Https://lp2.hm.com/hmgoepprod?set=width[1440],quality[80],options[limit]&source=url[https://www2.hm.com/content/dam/hm-magazine-2020/fe atured-fashion/20_13_A_trend_artikel_6.jpg]&scale=width[global.width],height[1 5000],options[global.options]&sink=format[jpg],quality[global.quality [accessed 23 April 2021]

Fig. 38 Postioning Map by Lui Ting Ting Josie Fig. 39 Conscious Exclusive Collection by H&M [Online image] available at: https://about.hm.com/news/general-news-2021/exclusively-re- vealed--the-simone-rocha-x-h-m-campaign--shot-by-t.html [accessed 25 April 2021] Fig. 40 Natural Dye by Maker Bay [Online image] available at: https://makerbay.net/zh/diy-homemade-natural-dye/ [accessed 28 April 2021] Fig. 41 Wall Hanging Ideas by Spoonflower [Online image] available at: https://blog.spoonflower.com/2020/01/4-ways-to-make-a-wall-hanging/ [accessed 28 April 2021]

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Fig. 17