H&M presentation

KatieHolman PR&Promotion

FounderErling Perssonopenedthe firstshop‘Hennes’in 1947onlyselling woman ' s clothing.

Helater bought Swedish huntingand fishinggear company‘Mauritz

Widforss’in1968,and startedsellingmens andchildren’swear.

Thenamewas laterchanged toH&Mand worldwide expansions began.

1998shopping online became available, startingin Sweden.

ABOUT

Mission Statement

'Ourmissionistomakesustainable fashionaccessibletoall'

H&M’stypicalcustomer

isafemaleaged15-30

Low-mid

income/student

Interestedinfashionbut keepsitsimple

Livesinoraroundthe city-dressesforcitylife

Youngprofessional

Carefreelifestyle

D

e m o g r a p h i c s

H&Mhavearelatively bigonlinepresence, with38.5mfollowers onInstagramand200k followersonTikTok.

Theyarealsoamid rangeclothingbrand comparedtotheir competitors,which givestheman advantageovermore expensivebrands whenitcomestofast fashion.

Low Price

Large Online Presence

Small Online Presence

High Price

Brand Positioning Brand Positioning

Affordabilityand

Easytoreplicate designs

Increaseinunsold inventory

presence

S S Strongglobal

W

valueforprice Highcustomer satisfaction

W

O O Increasing popularityof onlinestores Globalmarket presence T T Changingglobal dynamics Threatsfrom competitors Continuousneed forinnovation

Backlashover insensitivepromotions

-fastfashion

-newproductsreleasedquickly

-highquality

-affordable

-lowpricing

-multichannelpromotion strategy,salespromotion, internetpromotionforbrandto beposedworldwide

-enticescustomersbybuilding brandawareness

rice romotion lace

-establishedreliablebondby owningoutletsworldwide

-basicgoodsmadeinAsia,high qualitymadeinTurkey

M a r k e t i n g M i x

P P P P P P P P roduct

Theirfirstsitewaslaunchedusing‘Flash’,which meantpartsofthesitecouldn’tbeusedbyGoogle Redesignedandthereforeimproveditssearch performance,buthadahugedropinsalesin2015 duetomovingtoanewsitename

Becauseofthis,thenumberofitspagesrankingon thefirstpageofGooglewentfrom829to181

H&Mhasaphysicalstorepresencein71markets worldwide,butonlysellsonlinein47

Theironlinesalesincreasedby30%in2019,dueto integratingonlineandin-storestrategy

Communication Strategy Communication

Strategy

M a r k e t i n g S t r a t e g y

CelebrityAssociations

KendallJennermodellingfor H&MxGiambattistaand wearingtheirdressatthe Cannesfilmfestival

Sponsorshipdealswithhuge celebritieseg,TheWeeknd, CaitlynJenner

Collaborationswithhighend designerseg,Kenzo,Moschino

Releaserangesincollaboration withpopularTVshowseg,Sex Education,StrangerThings

Marketing Strategy Digitalloyalty programwithpoints foreverypurchase100Mmembers worldwide Createscustomer loyalty CustomerCommunity Collectionwith Sabyasachicreated buzzandmemes onsocialmedia ViralMarketing PromotesandSells theirproducts throughpaid marketing campaign/sponsored ads 38.5Mfollowerson Instagram SocialMedia

“Wesincerelyapologizeforoffendingpeoplewith thisimageofaprintedhoodedtop.Theimagehas beenremovedfromallonlinechannelsandthe productwillnotbeforsaleintheUnitedStates,” wroteH&MinastatementobtainedbyFoxNews.

“Webelieveindiversityandinclusioninallthat wedoandwillbereviewingallourinternal policiesaccordinglytoavoidanyfutureissues.

Challenges Challenges

Idea Strategy 1 Idea Strategy 1

H&Mwillhostabigsecondhandkilosalewheretheyresellallofthe clothingtheyreceivefromtheirgarmentcollectingprogram

18,000tonnesoftextileswascollectedfromtheprogramin2020

Anywearableclothingdonatedwillberesoldatthekilosale

Kilosalemeansyoupayacertainamountperkiloofclothing,ratherthan payforindividualpieces,thisismorecosteffectiveforconsumersand allowsthemtobuymore

Thiseventwillbeheldatthe

WestfieldstoreinLondon,as itistheflagshipandbiggest intheUK sustainablefashionisincreasinglypopular andimportantamongthisgeneration

Theeventwillattractgenzas

SecondHandKiloSale

Idea Strategy 2 Idea Strategy 2

CustomProductEvent

H&MwillhostaneventintheirflagshipstoreinWestfield,wherecustomers cancomeandpurchaseabasicT-shirt,hoodieortotebag

Customerscanpersonalisetheirproductusingirononpatchesanddesigns instore

Thispersonalisationwillbefreeofchargeforcustomerswhopost

abouttheeventontheirsocialmediausingthehashtag #HMcustom

TherewillbeaDJandotherfunactivities

Thiswillattractpeopletoshoptherestofthestorewhile

theyareattendingtheevent

PiercingsinStore

Idea Strategy 3 Idea Strategy 3

H&Mwillbeginofferingpiercinginstoretoaccompanytheirjewelleryrange

ThiswillallowthemtocompetewithbrandssuchasClaire’sandSuperdrugas aplacetoshopforaccessories

Tolaunchthebeginningofthepiercinginstores,H&Mwillhostaneventin theirflagshipstore

Allpiercingswillbefreeonthedayoftheeventwiththepurchaseofthe jewellery

ThiseventwillincludeaDJandotheractivities

Theeventwillbeopentoallmembersofthepublic,andinfluencerswillalsobe invited

Final Idea Strategy Final Idea Strategy

VirtualTryOnClothing

H&Mwillcreateasectionontheirwebsitewhichallowscustomerstovirtually tryontheirclothes,withouttheneedtoqueueupforachangingroom

UsingAugmentedReality-interactiveexperiencecombiningrealworldand computergeneratedcontent

TheARmarketissettoreach$198BNby2025

Uploadafullbodypictureofyourselfontotheappandinstantlytryonclothes Selecttheproductonthewebsite,orscanthe

OtherbrandslikeFarfetchandCider

ManyotherbrandssuchasSuperdrug

barcodeoftheproductinstoreto tryon arealreadyusingthisonaSnapchat filter areusingitforvirtualmakeuptryon

51%ofpeoplewouldlike tobeabletovirtuallytry onclothingbothonline andinstore

20%wouldliketobeable totryonwhenshopping online

rch rch

Virtualtryoninstorereducestimes waitingforfittingrooms

Allowscustomersto‘tryon’anitemof clothingfromthecomfortoftheirown home BrandssuchasCiderandFarfetchare alreadyusingthisfeatureonSnapchat

IInnovation nnovation

Scale Scale

H&Mhaveaninnovationscaleofaround6becausetheyhave doneloadsofcollaborationswithmanydifferenttypesof brands,bothmidrangeandluxurybrands.However,their collaborationsaren’ttoo‘outsidethebox’.

IntroducingthetryontechnologywouldmakeH&Mhigher ontheinnovationasitisamoreuniquemoveforthem.

1 2 3 4 5 6 7 8 9 10 LowInnovation HighInnovation

Ansoff Ansoff Matrix Matrix

MediumRisk HighRisk

TheAItechnologywouldbea mediumriskideaforH&M Itwouldbeanewservice,but appealingtotheexistingyounger marketthatH&Mtargets

Itmaybehigherriskwhen targetingtheoldergenerationsas theystrugglemorewithmodern technology

LowRisk MediumRisk

Willbelowerriskforyounger generationasthereisalwaysnew andupcomingtechnology

ExistingMarket NewMarket E x i s t i n g P r o d u c t N e w P r o d u c t

P r e s s R e l e a s e P r e s s R e l e a s e

H&Minvitesyoutoexperiencevirtualrealitybothinstore andonline.Launchingon1stDecember2022inallstores acrosstheUK.

UsingARtechnology,customerswillbeabletovirtuallytry onanyclothingitemin-storeoronlineusingonlytheir phone.Noneedtoqueueforthefittingroom.

Tocelebratethelaunch,weareofferingcustomers15%off whenshoppingusingthenewvirtualrealityfeature,onlyon the1stDecember.

Forfurtherinformation,pleasecontact H&MCustomerService

Customerservice@HM.com

03447369000

Cosmopolitan InStyle VanityFair Flare i-D Grazia Vogue Elle HelloFashion RED Fabulous Media List Media List TheGuardian TheTelegraph Socialmedia Emailnewsletters

References References

3DLOOK, V.try on (2022) Virtual Clothing try on: The Future of Fashion?, 3DLOOK. Available at: https://3dlook.me/content-hub/virtual-clothing-try-on/ (Accessed: November 17, 2022).

Agarwal, V. (2021) Marketing strategy of H&M: Selling passion for fashion, MarqueEx. Available at: https://marqueex.com/marketing-strategy-of-hm-selling-passion-for-fashion/ (Accessed: November 17, 2022).

Arangarajan, A. (2022) H&M marketing strategy - how H&M became the second largest global clothing retailer, StartupTalky. StartupTalky. Available at: https://startuptalky.com/h-m-marketing-strategy/ (Accessed: November 17, 2022).

Bartiromo, M. (2018) H&M apologizes for 'Coolest monkey' sweatshirt ad featuring Black child, Fox News. FOX News Network. Available at: https://www.foxnews.com/lifestyle/hm-apologizes-for-coolest-monkey-sweatshirt-ad-featuringblack-child (Accessed: November 18, 2022).

Charlton, G. (2022) What's the problem with H&M's online strategy?, Dot Knowledge – Digital Marketing training for small businesses and owners. Available at: https://dotknowledge.uk/articles/view-article/what-s-the-problem-with-h-m-sonline-strategy- (Accessed: November 17, 2022).

gallagher, C. (2022) This is what H&M stands for (and no, you'll never guess it!), HelloGiggles. Available at: https://hellogiggles.com/what-hm-stands-for/ (Accessed: November 17, 2022).

Group, H.M. (2021) History, H&M Group. Available at: https://hmgroup.com/about-us/history/ (Accessed: November 17, 2022).

The H&M way, H.M.group (2022) The H&M way. Available at: https://about.hm.com/content/dam/hmgroup/groupsite/documents/en_us/hm-way/HM%20Way_en_us.pdf (Accessed: November 17, 2022).

References References

HM Group, S. (2022) Let's close the Loop: Repair & Recycle, H&M. Available at: https://www2.hm.com/en_gb/sustainability-at-hm/our-work/close-the-loop.html (Accessed: November 17, 2022).

IvyPanda, C.study (2021) H&M Target Market Analysis, Free Essays. Available at: https://ivypanda.com/essays/hm-company-target-market-analysis/ (Accessed: November 17, 2022).

Mustafa, F. (2020) Hennes & Mauritz (H&M) SWOT & PESTLE ANALYSIS: SWOT & PESTLE, SWOT & PESTLE.com. Available at: https://www.swotandpestle.com/hennes-mauritz-hm/ (Accessed: November 17, 2022).

Owen-Burge, C. (2022) H&M Group CEO: Our mission is to make sustainable fashion accessible to all, Climate Champions. Available at: https://climatechampions.unfccc.int/hm-ceo-sustainable-fashionaccessible-to-all/ (Accessed: November 17, 2022).

Shazi, N. (2018) H&M reputation is 'damaged' -- brand strategist, HuffPost UK. HuffPost UK. Available at: https://www.huffingtonpost.co.uk/entry/h-and-m-reputation-is-damaged-brandstrategist_uk_5c7ea6aee4b048b41e3b3085 (Accessed: November 18, 2022).

SimilarWeb, H.M. (2022) Hm.com Traffic Analytics & Market Share | similarweb, H&M traffic analysis. Available at: https://www.similarweb.com/website/hm.com/ (Accessed: November 17, 2022).