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CONSCIOUS

COMMUNICATION PLAN & CONCEPT # M I S S I O N 2 0 2 0 - A DOPT A CONSCIENCE


CONTENT Internal analysis

H&M Conscious · · · · · · ·

7 - 10

About H&M & marketing mix About H&M Conscious Brand values Mission & vision The 7 Commitments Focus point for project Perceptual map

External analysis

H&M Competitors · · · ·

13 - 17

Sustainability factor H&M direct competitors Market positioning SWOT & USP

Communication target group

Eco-Conscious Millennials

19 - 21

· Target group persona · Target group values · Consumer insights Strategy

Communication strategy · · · · ·

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Brand, consumer & cultural truth Communication tactics Communication message Communication objectives Creative brief

23 - 26


Creative concept

#Mission2020 - Adopt a Conscience

29 - 36

· The big idea & values · #Mission2020 - microsite - Site map - Visual tone of voice & overview · Adopt a Conscience - campaign - Payoff - Mini-games · Adopt a Conscience - mini-game app - Visual values - Mini-game visual overview - Mini-game details - How to play: 3 steps - App site map

Communication media tools & budget

Campaign planning & Expenses · · · ·

39 - 43

Campaign communication strategy base Campaign time frame Consumer journey Budget & costs

Sources

44 - 45

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INTRO In this book you will be introduced to the new H&M Conscious sustainability awareness campaign ‘Adopt a Conscience’ and also H&M Conscious’ new microsite #Mission2020. The microsite will be the information central for all H&M’s sustainable acts and initiatives. ‘Adopt a Conscience’ is a 7 day fashion challenge that informs and entertains at the same time by inviting consumers to challenge themselves and their Conscience. ‘Adopt a Conscience’ is a tool for H&M to create awareness about the real life consequences of not being sustainable and what H&M is doing to try and prevent these in a subtle, fun and informative way. ‘Adopt a Conscience’ will be the launch campaign for H&M Conscious #Mission2020 microsite. It will be the new information central for all H&M Conscious acts with the main focus on H&M’s sustainable quest for using 100% organic cotton by the year 2020. H&M is the leading sustainable fast fashion retailer but to succeed with this 2020 goal they will need the people to support them and spread the word. Therefore H&M should have a space where consumers can be informed and entertained and see that fashion can be sustainable and sustainability can be fashionable. You will in this book be introduced to H&M Conscious new information platform #Mission2020 and the launch campaign ‘Adopt a Conscience’. Also this book explains the background, target group and communication plan for these new initiatives, which aims at inviting and motivating consumers to:

BE CONSCIOUS WITH H&M

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INTERN AL ANALYSIS

ABOUT H&M “We are value-driven, customer-focused, creative and responsible fashion company. For us, fashion, fun and action are essential.” - H&M.com H&M was founded in 1947 and has since grown to be located in 55 countries with 3,500 stores and since 2013 has over 116,000 people employed all around the world. H&M has its headquarters in Stockholm, Sweden and was named the 30th most valuable global brand in 2009 & 2010. H&M is the second largest global clothing retailer, just behind Spain-based Inditex (parent company of ZARA). H&M is the most valuable retail brand in Europe and has a brand value of 13 billion euros.

MARKETING MIX PRODUCT

H&M offers clothes, accessories, shoes, bags, home interior and sportswear for both men, women, teens, youngsters, and children. The width and variety of the H&M collections means customers can always find something to suit their style and their wardrobe.

PRICE

H&M aims to offer quality products for a cost-conscious price. H&M products have a low-medium price range with an average price-point of €20.

PLACE

H&M has an online web-shop, a sales and promotion app and stores located in 55 countries worldwide. This makes H&M accessible and visible on a global scale for all ages and cultures.

PROMOTION

H&M has a large-scale promotion range that includes a product catalogue, TV-commercials, billboards, instore advertising, online store and website, sales and promotion app and various social media to reach as wide as possible.

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H&M INTERNAL ANALYSIS

CONSCIOUS

FOR A MORE SUSTAINABLE FASHION FUTURE

ABOUT H&M CONSCIOUS H&M launched its first Conscious Collection in 2010 using sustainable materials like organic cotton. It has since expanded into a brand itself containing H&M Conscious, H&M Conscious Foundation and different in-store sustainable initiatives. H&M does not see the Conscious line as a separate sustainable collection/brand for H&M but more as a stepping stone and introduction to how H&M will reform its whole brand in the future. H&M is constantly working on improving and is

TRANSPARENT

·

CONSUMER FOCUSED

Since H&M Conscious is built on the same basis as H&M and with the goal of H&M becoming completely sustainable in it’s approach the vision and mission is the same.

GOAL

Making fashion sustainable and sustainability fashionable.

VISION

That all H&M’s operations are run in a way that is economically, socially and environmentally sustainable.

To offer fashion and quality at the best price to everyone, and do so in a sustainable way.

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H&M Conscious is H&M’s plan for making a better fashion future – one where fashion both looks good and does good. H&M Conscious is build on seven commitments, which represents all of H&M’s Conscious initiatives and projects.

VALUES

VISION & MISSION

MISSION

working towards having all aspects in its supply chain covered by a sustainable approach. One of H&M’s main goals is to use 100% organic cotton in all productions by 2020, which will be the starting-point for this project.

·

SUSTAINABLE

THE 7 COMMITMENTS H&M’s 7 Conscious ways to make sure to provide ‘A fashionable high street brand that is good for people, the planet and your wallet’ - H&M.com

1. Provide fashion for conscious customers 2. Choose & reward responsible partners 3. Be ethical 4. Be climate smart 5. Reduce, reuse and recycle 6. Use natural resources responsibly 7. Strengthen communities


1.

2.

PROVIDE FASH I ON FOR CONSCIO US CUSTOMERS

CHOOS E & RE WA RD RE S P ONS I B L E PA RTNE RS

H&M commits to provide conscious fashion that is cost conscious, stylish and is good for the environment and the people who make it. H&M wants to create a world where your fashion choices mean you look good, feel good and do good at the same time.

H&M commits to work with partners who are doing right by the people and right by the environment. Many of H&M’s products are made in some of the world’s poorest countries. This is an opportunity to create jobs with a fair living wage and good working conditions for these people.

5.

REDUCE , RE US E , RE CY CL E H&M commits to reducing, reusing and recycling wherever they can. H&M aim for zero waste to landfill and as the first company in the world they launched a global garment collection initiative so customers can hand in old garments that H&M then can turn into new fashion.

4.

3.

BE C LIMATE SMART

BE ETH IC AL H&M commits to guide all interactions with people involved with the brand by mutual respect, integrity, transparency and honesty. H&M is committed to respect human rights, take a clear stand against any form of corruption and embrace diversity and inclusion.

6.

US E N ATU R AL RE SOU R C ES RE SPON SIBLY H&M commits to reducing resources usage across their business operations and to help suppliers and customers to do the same. H&M is focusing on reducing resources that they rely on the most, like water and cotton, to make a positive change. For example by reducing water use in garment productions.

H&M commits to being energy-efficient and reduce total CO2

emission. By increasingly using renewable energy and taking ‘climate smart’ actions, H&M can inspire customers, suppliers, policy makers and communities to reduce their total climate impact.

7.

STR EN GTH EN C OMMU N ITIES H&M commits to strengthen communities where H&M operates by investing in projects that benefits and address social and environmental issues. H&M does this with the H&M Conscious Foundation that is currently improving access to education, securing access to clean water and supporting women all over the world.

FOCUS POINT FOR PROJECT 2020 GOAL + THE 7 COMMITMENTS Because H&M has hundreds of different conscious actions the focus for this project will mainly be their 2020 goal for using 100% organic cotton in all productions. The base for this goal involves H&M’s 7 Conscious

Commitments which will be used to make the consumers understand why they should take action and to be convinced that H&M is in fact working towards becoming a sustainable brand.

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H&M INTERNAL ANALYSIS

PERCEPTUAL MAP PROJECT RELEVANCE

To see whether H&M should reposition themselves, H&M’s own opinion as a sustainable focused brand was compared with the consumers perception of H&M as a sustainable brand.

HIGH SUSTAINABILITY

PERCEPTION LOW PRICE

HIGH PRICE

CONSUMER PERCEPTION

LOW SUSTAINABILITY

CONCLUSION H& M PERCEPTION:

The result of making a perception map shows that H&M sees themselves as a high fashion brand that sells good quality at low prices and that they have a great focus on sustainability / sustainable initiatives and their goal for using 100% organic cotton by 2020.

CONSUMER PERCEPTION

The consumers see H&M as a high fashion brand that sells okay quality for low prices and that has very little

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(some) focus on sustainability / sustainable initiatives. They do not see H&M as a credible sustainable brand because of its reputation and prices.

CONCLUSION

H&M needs to show its consumers what the brand does to improve their level of sustainability in a transparent and authentic way so that the consumers will change their opinion about the brand.


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EXTERNAL ANALYSIS

H&M COMPETITORS To see what H&M will need to focus on to future proof itself among its competitors and have a unique selling point a positioning map has been made from in depth competitors research and observation. SUSTAINABILITY FACTOR

To find out where H&M is positioned as a sustainability focused brand their sustainable work and focus is compared with its direct competitors. The result of this is shown in a positioning map. H&M’s direct competitors are: Zara, Pull&Bear, Primark and Forever21. To determine the different brands level of sustainability focus they will be placed on a sustainability scale from 1 (not at all sustainability focused) to 5 (very sustainability focused). This sustainability scale is based on extensive competitors research both online and offline observation. To get a good overview of what the different brands do with online and in store of sustainable initiatives.

An in-store investigation was done in all the direct competitors stores in the Amsterdam area: Pirmark Zaandam, Zara - Amsterdam, Pull&Bear - Amsterdam, Forever21 - Amsterdam, H&M - Amsterdam. Also all competitors Code of Conduct, CSR, brand transparency and other sustainable initiatives have been investigated from the different brand websites. To make a realistic impression of the brands, critical sources and articles from credible sites have also been read and compared to the brands own information. On the next page there will be a sum-up of the result of the competitor research/observation and what sustainability factor they have been given based on this.

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H&M EXTERNAL ANALYSIS

H&M DIRECT COMPETITORS ZARA, PULL&BEAR, FOREVER 21 & PRIMARK

SUSTAINABILITY FACTOR: 4

SUSTAINABILITY FACTOR: 3,5

H&M is constantly working on improving and they are working towards having all aspects covered by a sustainable approach. H&M is making their stores sustainable by; recycling waste, changing to more energy and water efficient systems, using recycled plastic bags and selecting the more environmentally responsible materials. In-store the Conscious line has a green price tag and H&M also has recycling boxes as part of their Garment Collection initiative where customers can come in with old clothes that will then be used to make new clothes from.

Zara is the most successful brand from the Spanish retailer Inditex group and is H&M’s biggest competitor. Zara controls most of its own supply-chain and has after major criticism implemented a detox-policy that ensures fully toxic-free garment production. A lot of Zara’s production and work methods are still criticised for not having enough sustainable focus. Zara has renovated 1300 stores, which saves an average of 30% on electricity and 50% on water. Zara has no visible in-store initiatives besides a few sustainable label-marks and paper bags made from recycled paper and plastic bags made from 100% degradable material

SUSTAINABILITY FACTOR: 3,5 Pull&Bear is like Zara a brand by the Inditex group and is therefore covered by the same sustainable standpoints. In-store Pull&Bear has no visible in-store initiatives besides FSClabelled price tags and plastic bags made from 100% degradable material.

SUSTAINABILITY FACTOR: 2 Forever21 is the least sustainability focused brand and has been involved in numerous controversial issues like labour practise, copyright infringement and religious messaging. Forever21 does cover some sustainable areas, which includes reducing energy in stores with LED light, using more environment friendly transport and has donated millions to charity. In stores Forever21 has no visible sustainable initiatives.

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SUSTAINABILITY FACTOR: 2,5 Primark was on of the brands with garment productions in the Bangladesh factory, which collapsed in 2013 because of bad working environment standards. After the collapse in Bangladesh Primark committed to review the working conditions of buildings where its clothes are produced. Even though Primark is a member of the ETI (Ethical Trading Initiative) they have continuously had problems with being accused of using cheap labour under bad work conditions because of their extremely low prices. In-store Primark has no visible sustainable initiatives besides their shopping bags that are made from 100% recycled material and some packaging-labels that are made from the same material.


POSITIONING MAP DIRECT COMPETITORS Matrix made from how much sustainability focus and sustainable initiatives the brands have (High or Low sustainability factor).

HIGH SUSTAINABILITY

CONCLUSION

The result of making a positioning map showed that out of its direct competitors H&M is the most sustainable fast fashion retailer with the most sustainable initiatives in-store and its value supply chain.

LOW PRICE

HIGH PRICE

LOW SUSTAINABILITY

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H&M EXTERNAL ANALYSIS

SWOT & USP

To make a good communication strategy for H&M Conscious it is relevant to make a SWOT analysis to see the H&M’s strengths, weaknesses (pitfalls) opportunities for possible angle for strategy and threats from competitors.

STRENGTHS

IN TE R N A L

· Leading sustainable fast fashion brand within its direct competitors field. · H&M is the most valuable retail brand in Europe and has a brand value of 13 billion euros · Has the capital and resources to focus on sustainable materials and production · Is one of the most preferred shopping brands among Millennials · Has stores worldwide = world known

OPPORTUNITIES

EX TE R NAL

· Sustainable living and borrow, swap, recycle are all current trends that is becoming more and more important for people and their buying behaviour · Millennials are attracted to sustainability if it is convenient and give positive reviews, which H&M can offer · To future proof itself H&M could communicate their sustainable work and outcomes to consumers to keep them loyal · H&M could start a new communication strategy before some of their competitors

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WEAKNESSES · Does not clearly communicate the sustainable work they do and are therefore not seen as a sustainability focused / transparent brand · Need to move away from the ‘throw away’ (fast fashion) and over-consumption culture and show that you can be stylish without changing your wardrobe every week · Need to follow up on what they promise and provide better quality sustainable clothes so they will re-gain and keep the trust with their (Eco-Conscious) consumers

THREATS · Zara (Inditex group) is H&M biggest competitor which is also starting to have more focus on sustainability · Sustainability is not something everybody cares about and can potentially have the opposite effect on some consumers · Since H&M does not own any factories the working conditions can never be 100% controlled · Sustainable competitors lowering prices and/or expanding collections and styles


H&M CONSCIOUS NEW

UNIQUE SELLING POINT H&M Conscious USP is that they work towards the challenge of ultimately making fashion sustainable and sustainability fashionable - from H&M.com. H&M has the advantage of being the leading sustainability focused fast fashion brand within its direct competitors field, which offers convenient, low priced and trendy fashion for its consumers. H&M can use this to change its bad reputation and future proof itself among the other fast fashion brand competitors. They can use this advantage to change the general perception of fast fashion and be the first to show that you can be fashionable and sustainable at the same

time. Also they can use this to change the ‘throw -away’ mass consumption culture and highlight the various ways to recycle / reuse clothes instead of changing your wardrobe every week (which they are already working on now, but so far has not communicated). The emotional unique selling point H&M can take is that they can provide a convenient (easy) conscious choice when shopping for the latest trends and with this make consumers feel good about themselves.

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COMMUNICATION TARGET GROUP

ECO-CONSCIOUS MILLENNIALS Eco-Conscious Millennials believe that the individual can make a difference and can inspire others to follow the same path to create a movement. H&M’s target group is very broad and covers various generations but the biggest part of their target group consists of Millennials which are people born between 1982 and 2004. Millennials are the biggest generation with around 100 million people where most of them are in their teens or 20s. Because this is such a big target group, for this project they are narrowed down to women between 20 - 30 years old. This group is relevant to focus on because they are fashion conscious and genuinely care about

sustainability. They prefer convenient, inexpensive and less time consuming shopping trips because of their busy time schedules with education, job, friends, family and free time activities. They are sceptical about fast fashion being sustainable and they try to be as sustainable as possible in their buying behaviour without being fanatical about it because they still enjoy cheap non-sustainable products. This group of Millennials will be describes as:

ECO-CONSCIOUS MILLENNIALS

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COMMUNICATION TARGET GROUP

TARGET GROUP PERSONA ECO-CONSCIOUS MILLENNIAL

J ANI CE · 2 4 · S T UDE NT BASICS A 24 year old girl living in a shared apartment in the city. She is a student studying communication: international events, music and entertainment and has an average income of €900 pr. month. Her interests are travelling, photography, friends, fashion and interior. She likes to attend events that inspire her and at the same time acts or promotes something for the greater good (society/world issues).

FASHION Her style is fashionable without being over the top. She gets her inspiration on the street and online from Millennial influencers who have the same visual image as herself.

SOCIAL MEDIA

SCEPTIC

·

VALUES CONNECTED

SHOPPING BEHAVIOUR She has a genuine interest in sustainability and sustainable solutions without being obsessed with only buying eco-friendly products. But if it is convenient and inexpensive she will always pick the more sustainable option. Shopping brands: Topshop, H&M (incl. COS, & Other Stories, Weekday), Asos & Zara. She also likes vintage shopping and brands that do something with recycling and second-hand products. Because of all the bad critique from news media. she is sceptical about fast fashion brands actually being sustainable. She is open to brands being more sustainable if they are more transparent and honest.

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·

ENGAGED


TARGET CONSUMER INSIGHTS ECO-CONSCIOUS MILLENNIALS To make a good communication strategy and creative concept, three consumer insights have been identified from in-depth target group research and market analysis.

1.

C onsum er s don ’ t b e l i e v e i n c h e a p sust ai nabl e cl ot h i n g , s o c o n s u m e r s don’ t bel i eve i n H &M C o n s c i o u s .

2. C onsum er s ar e f e d u p w i t h t h e w o r d sust ai nabi l i t y be c a u s e i t m a k e s t h e m f ee l g u i l t y.

3. C onsum er s pr ef er v i s u a l a n d e n t e r t a i n i n g i nt er pr et at i on of i nf o r m a t i v e m a t e r i a l l i k e ; ser i ous gam i ng, i n f o g r a p h i c s a n d v i s u a l vi deo g u i d e s .

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H&M’S NEW

COMMUNICATION STRATEGY The main goal for this communication strategy is to convince Eco-Conscious Millennials that H&M is sustainability focused by making them interact and engage with the brand online. To make a good communication strategy it is important to investigate brand, target group and cultural trends to find a shared interest to form a creative concept from.

H& M B RA ND T R U T H

H&M is the leading sustainable fast fashion retailer and the no. 1 user of certified organic cotton. H&M’s goal is to use 100% organic cotton in all productions by 2020.

H& M CO NS UM E R T R U T H

They are sustainable orientated but sustainable choices need to be inexpensive and convenient. They are sceptical about commercial sustainability advertising / marketing and are put off by green branding that forces sustainability as ‘the only way to go’.

CULT URA L T RU T H (2 0 1 5 T R E N D S)

Sustainable living trends: Sustainable living is a rising trend that covers everything from where and how food, clothes and lifestyle products are made to show better solutions for production and work conditions. Sustainable clothing is a rising trend because consumers are becoming aware of the dangerous conditions factory workers are exposed to and how many dangerous chemicals clothes can contain. Sustainable living is here to stay

and is important for brands to incorporate into their way of working and how they portray themselves. Communication trends: Mobile marketing and word-of-mouth are two trends brands need to be aware of to maintain and take care of their relationship with a Millennial target group. Word-of-mouth is a marketing technique where brands are given free promotion through the consumer about a product or a service the brand offers. Word-of-mouth is becoming more and more important for brands because consumers are growing a bigger “bull-shit” filter. This means they no longer trust commercials brand messaging, but instead are more interested in personal consumer reviews of a specific product or service. Mobile marketing is marketing that happens on or with a mobile device, such as a smartphone or tablet. Mobile marketing reaches the consumer when the consumer wants to be reached and it creates a convenience because it is available anywhere anytime. Also mobile marketing can provide consumers with personalized information that promotes goods, services and ideas.

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COMMUNICATION STRATEGY

COMMUNICATION TACTICS BUSINESS PROBLEMS & SOLUTIONS The problems: · Consumers don’t believe in cheap sustainable clothing, so consumers don’t believe in H&M Conscious · In H&M’s current communication there is no focus on sustainability, which gives the customers the impression that they don’t have any focus or interest in it · Even though H&M is the leading sustainable retailer among its competitors and is transparent - this message is not coming across to the consumers because of the limited communication

The solutions: · H&M needs a new brand position to communicate to their consumers that they are a conscious brand with a focus on making a sustainable fashion future and how they are doing this. They need to do this to regain the consumer trust and show that they know sustainability is important. · H&M needs a separate online channel for all of H&M Conscious’ work so this information is easy to access for consumers. With this H&M can show what and how much they are actually doing compared to their competitors - which can change the current bad reputation.

PLAN OF APPROACH H&M wants to catch the attention of their target group and achieve its objectives by informing their consumers and stimulate them to engage and interact with the brand in a fun, entertaining and informative way. This will be done with a microsite – #Mission2020, which will display all information about H&M Conscious initiatives

in a visual and interactive way. For the consumers to be aware of this new microsite H&M will have a launch campaign – ‘Adopt a Conscience’. This will be a 7 day fashion challenge based on H&M’s 7 Conscious Commitments translated into daily mini-games.

COMMUNICATION MESSAGE

BE CONSCIOUS WITH H&M For H&M to change their brand position and the consumer perception of the brand they will use a new communication message that signals their values and makes them stand apart from its competitors. This proposition is meant to send the message to consumers that H&M wants to be conscious and they want YOU to

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come and be conscious together with them. Sending a message as an ‘invitation’ enables H&M to say they are conscious in a way where it is not just a statement but an invitation for the consumers to come along and see what H&M does and how they can help to make a better fashion future.


PROJECT OBJECTIVES

COMMUNICATION OBJECTIVES The main objective of this project is to convince EcoConscious Millennials that H&M is a sustainability focused brand that is working towards making fashion that is stylish, inexpensive and good for people and the environment. H&M wants to reach this main objective and inform EcoConscious Millennials about H&M Conscious by having them interact and engage with the ‘Adopt a Conscience’ app and the #Mission2020 microsite.

‘Adopt a Conscience’ is the launch/promotion campaign for H&M Conscious and the introduction to H&M’s new #Mission2020 microsite. Therefore for this project there will be two objectives to achieve: one for the campaign and one for the microsite. The following explains the objectives for the campaign which will run over 7 days with a 30 day pre-launch promotion and the microsite that is meant to be an on going site together with H&M’s other online channels.

‘ADOPT A CONSCIENCE’

#MISSION2020

C OG NI T I V E & B EH AV IOU R AL OBJ E C T IV ES

C OGNITIV E & A FFE C TIV E OBJE C TIV E S

The objectives for H&M’s ‘Adopt a Conscience’ campaign is to make 70% of the target group aware of H&M Conscious’ 7 commitments. This objective should be achieved while and before the campaign is running within the first 37 days from pre-launch start.

The objectives for H&M Conscious’ new microsite #Mission2020 is to make 70% of the target group aware of H&M’s conscious work, collections and initiatives. Out of these 40% should participate and engage with the #Mission2020 mission - actively do something to help reach the 2020 goal. These objectives should be achieved within the first six months after the full microsite launch.

Out of the 70%, 30% of the target group should go visit the #Mission2020 microsite again after the campaign has ended to read more about H&M Conscious and what sustainable initiatives they have and work with. This objective should be achieved 2 months after the campaign start.

The last objective is to have 20% of the target group to prefer shopping at H&M over the direct competitors because of their sustainability focus. This objective should also be achieved six months after the full microsite launch.

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COMMUNICATION STRATEGY

CREATIVE BRIEF The creative brief sums up the communication strategy and the different elements it is built from. CLIENT H&M (H&M Conscious)

PROPOSITION

PRODUCT Mission2020 microsite & launch campaign app ‘Adopt a Conscience’

COMPETITION Direct: Zara, Pull&Bear, Forever 21 & Primark Indirect: ASOS, G-star, Nike, Adidas & Levi’s

MAIN OBJECTIVE

MANDATORY ELEMENTS

To convince Eco-Conscious Millennials that H&M is a sustainability focused brand

TARGET GROUP

Women aged 20 – 30 years old with an interest in sustainable living and fashion trends. Specifically – Janice Van Alebeek. 24 years old. Amsterdam

SUPPORT 1. H&M is the leading sustainable fast fashion retailer and the no. 1 user of certified organic cotton

2. Target prefers simple inexpensive sustainable

solutions that will not require extra time or money: H&M Conscious is not more expensive or more complicated

3. Target prefers visual and entertaining translations of informative material like; serious gaming, infographics and visual video guides

STRATEGY&TACTICS

By informing Janice about how H&M is conscious by having her interact and engage with the ‘Adopt a Conscience’ app and the #Mission2020 microsite

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Be Conscious with H&M

Microsite and App

TONE OF VOICE

To the point, honest, humorous Since the target group is Millennials the tone of voice shouldn’t be too serious, but should be informative in a fun and visual way

DESIRED CONSUMER RESPONSE

‘Wow, I had no idea H&M has so many sustainable initiatives – I’m gonna join #Mission2020 and participate in H&M Conscious initiatives to help them reach their goal.’

MEDIA REQUIREMENT

Online advertisement, print advertisement and in-store advertisement


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CREATIVE CONCEPT

#MISSION2020 - ADOPT A CONSCIENCE The goal for the creative concept is to make H&M recognised as a sustainability focused brand amongst Eco-Conscious Millennials.

THE BIG IDEA

Because this project consists of two parts, the microsite and the launch campaign, both concepts will be described in this chapter. The big idea is the

INFORMATIVE #MISSION2020

·

#Mission2020 microsite and ‘Adopt a Conscience’ is the launch campaign to make the target group aware of the microsite. The overall values for these concepts are:

VALUES INTERACTIVE

Mission2020 will be the title of the microsite for H&M Conscious to create awareness about H&M as a sustainable brand so they can reach their goal of using 100% organic cotton by the year 2020. Besides having focus on reaching the goal by 2020 the microsite will also tell the story about H&M Conscious 7 Commitments to sum up the sustainable initiatives and projects H&M have been and are currently working on. This information will be translated into a simple illustrated layout that the target group can interact and engage with. #Mission2020 is the mission to make fashion sustainable and sustainability fashionable together

·

ENTERTAINING

as one team. All activities related to the website will be hash-tagged with #Mission2020 to keep creating awareness online about the site and H&M’s 2020 goal.

AD OPT A CONSC IENCE

Adopt a Conscience is a 7 day fashion challenge made from H&M’s 7 commitments translated into daily interactive mini-games. The mini-games challenge the consumers to be as conscious as possible by doing 7 different virtual conscious acts to gain more consciousness and to learn about H&M’s conscious work.

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CREATIVE CONCEPT

#MISSION2020 - MICROSITE The microsite is in this case the best medium to create an interactive information platform, which can function as a place where H&M can continuously inform and connect with its Eco-Conscious consumers. The idea is that consumers should be able to leave the page and then come back and see how far H&M is reaching their 2020 goal, read news updates, get Conscious style tips and be informed about sustainability and sustainable living. In the best case scenario this will potentially become a platform for an H&M consumer brand community where not only H&M is giving out information but where consumers can interact with each other and the brand.

The microsite site will function as information central as well as inspiration source on how consumers can help H&M reach their 2020 goal of using 100% sustainable organic cotton by the year 2020. This goal is also part of H&M’s aim for ‘Closing the loop’ and the ‘Garment Collecting’ initiative where the idea is to not let any fashion go to waste by collection, re-using and turning old clothes into new garments to create a zero-waste garment life-cycle. #Mission2020 will happen on a microsite with an independent URL but with a direct link to and from all H&M’s other online channels: main website, social media, video channels etc.

MICROSITE SITE MAP To get an overview of what information will be available on the microsite the flowchart shows where and what will be featured on the site. The site consists of three pages: #Mission2020, Adopt a Conscience and The Conscious Collection. After the campaign has ended the Adopt a

AD O P T A CONS C IE N C E

H&M CONSCIOUS C O LLE C TI O N

A B O U T H&M C ON S C I O US

ABOUT A D O P T A CONS C IE N C E

CONSCIOUS M ATE R IA LS

THE 7 C OMMI T M ENT S

HOW TO P LAY

S E LFIE C E N TR A L

C ON S C I O US VIDEOS

DOWN LO A D A P P

# M I S S I ON 20 2 0

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Conscience page will be removed and the #Mission2020 and The Conscious Collection will be merged into one long page. Also after the campaign the app will instead of being a game have the same content as the microsite.


VISUAL TONE OF VOICE & OVERVIEW The visual values for the #Mission2020 microsite are:

CLEAN

·

CONTEMPORARY

·

DYNAMIC

PA GE ‘ #MIS S IO N 2 0 2 0 ’ TOP BANNER

PA GE ‘ C ON S C IOU S C OLLECTION’ TOP BANNER

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CREATIVE CONCEPT

ADOPT A CONSCIENCE - CAMPAIGN Because the target group prefers visual and entertaining interpretations of informative material mini-games will be a relevant way to inform the target about H&M Conscious’ work and initiatives. Also Adopt a Conscious is a fun and easy-to-digest way of sending a sustainable brand message without making the consumer pressured into a full lifestyle change.

ADOPT A CONSCIE NCE IS AN APP THAT SHOWS BEING CONSCIOUS DOESN’T MEAN BEING BORING. The idea is to make the target group engage and interact with the brand in a fun, entertaining and informative way. Adopt a Conscience is based on the nostalgic keychain game Tamagotchi where you have to keep your virtual pet alive by taking care of it as if it was a real pet. Adopt a Conscience is a simplified version of this retro game where H&M consumers can Adopt a Conscience which they have to keep alive by playing daily sustainable themed interactive mini-games that are based on H&M’s 7 Conscious Commitments. The ‘Conscience’ consumers adopt will be visualized as a Cotton ball that lives in an environment, which, depending on if the player win or loses, simulates a sustainable environment and a non-sustainable environment. This is an indirect way of showing

consumers the real life consequences of not being conscious for both brands and consumers. When the player loses, the environment will become more urbanized and polluted and when the player wins the environment will improve and become more green and clear. Also like the Tamagotchi, the Cotton ball’s mood will change together with the environment from happy if the player wins to angry if the player loses. The game difficulty level will be medium-high to show consumers that it takes work to be conscious but if you make it you will be rewarded, which in this case will be visualized by an improving environment for their Conscience. Also, to increase the motivation level for the target group to participate in the campaign each minigame, depending on performance, can earn the player up to 10 Conscious points. These Conscious points can, when the campaign has ended, be exchanged to real store-credit for H&M Conscious products. After each game, whether win or loose, there will be a pop-up information about what H&M is doing in relation to the Conscious commitment the mini-game is based on. The campaign will run over 7 days with one mini-game per day each related to H&M’s 7 Commitments.

PAYOFF

ADOPT A CONSCIENCE

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THE MINI-GAMES As described in the first chapter ‘About H&M’ the 7 Commitments are H&M’s 7 ways of being Conscious. The 7 commitments are also a way for H&M to inspire it’s consumers to think and be more conscious themselves so they can help H&M reach their future goals. Therefore it was relevant to use these commitments as the concept base for the ‘Adopt a Conscious’ minigames, to have a direct link to H&M Conscious and what they want their consumers to be aware of.

1. P R OVID E FA SH ION F O R CO NSC IOU S C U STOM ER S

BIG BLOWOUT This commitment is about how H&M commits to provide conscious fashion that is good for the environment and the people who make and wear it. ‘The Big Blowout’ will challenge the player to clean an item of clothing so it will be free from chemicals and pesticides. This is one of the things H&M is improving in their garment production under this commitment.

2. CHO OS E & R E WAR D RE S P ON S IBL E PA RT N E R S

SHAKE YOUR MONEY MAKER This commitment is about how H&M chooses and rewards their partners and garment suppliers. ‘Shake Your Money Maker’ will challenge the player to make more money so that the minimum wage for the garment workers will increase. Increasing the minimum wage in poor production countries is one of the things H&M is improving with this commitment.

3. BE ET H IC A L

THE TURN-OUT This commitment is about how H&M commits to respect human rights and take a clear stand against any form of corruption. ‘The Turn-out’ challenges the player to turn factories green so they can be approved by H&M’s ethical business standard. H&M is training staff who are in regular contact with business partners to help them implement this ethical business standards in their daily work.

4. B E C LIMATE S MA RT

HOT OR NOT This commitment is about how H&M takes ‘climate smart’ actions to reduce climate impact. ‘Hot or Not’ challenges the player to keep the washing machine temperature on 30 degrees to be climate smart. H&M strives to inspire and inform consumers about how to reduce climate impact, for example by washing your clothes on 30 degrees instead of 40 degrees.

5. R E D U C E , R E U S E A N D R E C Y C LE

CLEAN-UP DAY This commitment is about how H&M aims for zero waste and reduce, reuse and recycle wherever they can. ‘Clean-up Day’ challenges the player to recycle as many old clothes as possible for H&M to create new clothes from. H&M is running a global Garment Collection initiative for consumers to hand in old clothes in stores as part of their aim for zero waste.

6. U S E N ATU R A L R E S OU R C E S R E S P ON S IB LY

TAP DANCE This commitment is about how H&M is focusing on reducing natural sources to make a positive change on the environment. ‘Tap Dance’ challenges the player to use as little water as possible while producing a pair of jeans. H&M is committed in reducing water usage as much as possible in garment productions.

7. S TR E N GTH E N C OMMU N ITIE S

THE DROPOUT This commitment is about how the H&M Conscious Foundation is improving different community and cultural issues in third world countries. ‘The Dropout’ challenges the player to clean water to make it clean enough to drink. One of the Conscious Foundations main focus areas is providing access to safe drinking water together with WaterAid.

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CREATIVE CONCEPT

ADOPT A CONSCIENCE - MINI-GAME APP Adopt a Conscience will be a mobile device campaign and therefore consumers will have to download the app to play the game and participate in the campaign. Mobile marketing is relevant for the target group because they are tech-known, online 24/7 and a majority owns a smartphone and/or tablet that makes them reachable

SIMPLE

·

all hours of the day. An app also makes it possible to continuously remind the player of the daily games by sending push-messages and after the campaign send push-notifications about news, changes, new campaigns etc.

VISUAL VALUES COLOURFUL

·

VIBRANT

MINI-GAME VISUAL OVERVIEW This visual overview illustrates how the environment changes and how one of the 7 commitments have been translated into interactive mini-games.

ENVIRONMENT & COTTON BALL

MINI-GAME NR. 6 - TAP DANCE

IN T R O

34

HOW TO PLAY

THE GAM E

R ESU LT

H &M IN F O

N EW EN VIR ON M EN T


MINI-GAME DETAILS HOW LONG WILL THE CAMPAIGN BE?

The campaign itself will run over 7 days with one minigame pr. day. One month before the campaign starts the campaign promotion will begin online.

WHAT WILL THE GAME COST?

The Adopt a Conscience campaign will be free of charge for all consumers.

HOW CAN USERS ADOPT?

Users can adopt by downloading the app and sign in with their e-mail, Facebook or Twitter account.

WHAT WILL USERS ADOPT?

The user adopts an organic cotton ball character that changes mood depending whether you win or lose. The cotton ball will have 3 lives from game start.

This will also reflect the fact that being conscious is not just something you do easily. You have to work for it and the more conscious you are the more positive the outcome.

WHAT HAPPENS IF YOU WIN THE GAME?

Depending on the users game performance a minigame can earn 3, 5, 7 or 10 points. Also the mood of the cotton ball and the background environment will increase.

WHAT HAPPENS IF YOU LOSE THE GAME?

If the user loses a mini-game she will receive 0 points and lose one life. Also the mood of the cotton ball and the background environment will decrease.

WHAT IS THE PURPOSE?

WHAT HAPPENS IF THE USER LOSES THREE TIMES?

WHAT ARE THE MINI-GAMES ABOUT AND HOW DO YOU PLAY?

HOW WILL H&M GET THEIR CONSCIOUS INFORMATION ACROSS WITH THIS GAME?

To keep the cotton ball alive by playing a daily mini-game about sustainability to learn about H&M Conscious and to earn Conscious points, which can be exchanged into H&M Conscious store credit.

Every day of the campaign a user can play a minigame on the Conscious app. The mini-games let the player do virtual conscious acts to teach them about how they can be conscious in real life. Each game will be based on one of H&M’s 7 Commitments and challenge the player to work as fast as possible to be as conscious as possible. Before every game there will be a how-to-play introduction and a 5 second try-out game so the player will know how to play the actual game.

HOW LONG WILL EACH GAME BE?

All games will be time limited to increase the difficulty. Each game will between 20 – 30 seconds long.

HOW DIFFICULT WILL THE MINI-GAMES BE?

The level of difficulty for the mini-games will be medium-hard so the player will feel like it is a challenge to win and earn Conscious points.

If the user loses three times the cotton ball dies and all points will be lost. There will be a restart option with 3 new lives and 0 points.

After each mini-game (win or lose) there will be an information pop-up with H&M Conscious info related to the commitment the game is based on.

WHAT IF A USER JOINS / ADOPTS AFTER THE CAMPAIGN HAS STARTED?

If a user signs in after the campaign has started the user will start with 0 points from that day.

WHAT WILL THE END PRIZE (GOAL) FOR THE USERS BE?

When the campaign ends the amount of Conscious points the user has won can be exchanged into H&M store credit. One Conscious point will give the consumer €0,70 which means that a consumer can earn up to a maximum of €50. The store credit can only be used on Conscious products either online or in H&M stores worldwide.

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CREATIVE CONCEPT

HOW TO PLAY: 3 STEPS HOW TO

ADOPT

Go to the bottom of the site and download the Conscious App to adopt your very own little cotton ball. You have to keep it alive and in a safe environment by doing one virtual Conscious act a day

HOW TO

HOW TO

WIN

PLAY

At the end of the fashion challenge you will get all your Conscious points exchanged into H&M store credit to spend on the latest Conscious Collection & other Conscious product s

Every day a new mini-game will challenge you to be as Conscious as you possibly can, to earn Conscious points and find out what H&M is doing to make conscious fashio n

APP SITE MAP

36

INTRO

ABOUT

HOW TO P LAY

MA IN SC R EEN

GAME INTRO

HOW TO P LAY

M EN U

ABOUT

P RICE

G AME WIN

G AME T RY O UT

P O I NT S

S TO RE CRE DI T T I CKE T

- 1 LIFE

- 3 LIVES: RE S TART

MI NI G AME

G AME LOSE


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38


COMMUNICATION MEDIA TOOLS & BUDGET

CAMPAIGN PLANNING & EXPENSES To make sure the campaign will be noticed by the target group there needs to be a strategy on how, when and where to communicate. Since H&M is a global corporate brand they have the advantage of not only having a big spending budget but also a lot of established communication channels both online and offline. Therefore for this project everything will be done in-house and will be promoted through H&M’s own online channels and in-stores. The target group sees and reads 70% of news and advertising online and through social media. Because of this there will not be any need for out-sourced promotion like billboards, bus banners etc. The media tool H&M will use for the campaign and microsite will be:

ONLINE ADVERTISEMENT

Web banner / streamer on H&M’s main website & store: hm.com & about/hm.com

Web banner / streamer in H&M’s weekly newsletter social media posts on H&M Facebook, Instagram, Twitter, Google+ & Youtube profile app banner in H&M’s iPhone & Android app

PRINT ADVERTISEMENT (only for the microsite) 2-page spread in H&M’s catalogue.

IN-STORE ADVERTISEMENT

Promotion will only be done in H&M stores located in European capitals; In-store poster and window display See under Campaign time frame which tools will be used when.

39


COMMUNICATION MEDIA TOOLS & BUDGET

CAMPAIGN COMMUNICATION STRATEGY BASE The Campaign strategy base gives an overview of the campaign, what communication barriers there are between the brand and the target, how these barriers

can be broken and finally with what media tools this is going to be done.

BUSINESS PROBLEM

Consumers don’t believe in cheap sustainable clothing, so consumers don’t believe in H&M Conscious POSITIONING

Be Conscious with H&M CAMPAIGN IDEA

#Mission2020 - Adopt a Conscience

COMMUNICATIO N

BARRIER

COMMUNICATIO N

TASK

COMMUNICATIO N

TACTICS

40

3. Making sure the information is translated in an authentic and honest way

1. Target does not like traditional sustainable branding; go green or go home

2. Target does not know what sustainable initiatives and project H&M is working on / has already done

1. Using gamification and interactive elements to engage the target group to be a part of #Mission2020

2. Inform target about H&M Conscious in a visual, entertaining and convincing way

3. Make the target responsible for keeping their Conscience alive by doing virtual conscious acts, which simulates real life

1. Smartphone / tablet application and interactive microsite / illustrated web universe

2. App awareness campaign, interactive microsite / illustrated web universe and online promotion

3. App awareness campaign, illustrated brand story and goals on microsite and online / in-store awareness promotion


CAMPAIGN TIME FRAME The time frame for the campaign and the microsite will stretch over three phases: first phase will be campaign promotion together with the campaign page on the microsite going online. Second phase will be the actual DAY 1 - 30

campaign start together with the full launch of the microsite. The third and last phase will be the evaluation of the campaign and microsites impact to see whether the objectives were archived.

DAY 3 0 - 3 7

D AY 3 7 - 2 0 7

PHASE ONE

PHASE TWO

PHASE THREE

CAMPAIGN PROMOTION & MICROSITE PAGE ONE LAUNCH: 30 DAYS

CAMPAIGN & FULL MICROSITE LAUNCH: 7 DAYS

EVALUATION OF CAMPAIGN &MICROSITE: 2 - 6 MONTHS

After 30 days the campaign will start and the full microsite will be online. The campaign page on the microsite will still be visible till the end of the campaign so consumers can still participate and read about it.

When the campaign ends there will still be ongoing weekly promotion for the microsite for one month and after that the microsite will be regularly mentioned on social media, H&M webshop and in newsletters.

While the campaign is running there will still be ongoing promotion to create awareness about the full microsite launch and the campaign.

To be able to measure whether the objectives for the project have been achieved there will be a review two months after the campaign and one again after 6 months for the microsite

The promotion for the campaign will start 30 days prior to campaign start. Also the campaign page on the microsite will be online for consumers to go to and read about the campaign and to download the app before the campaign starts. 30 days will be enough time to prepare the consumer for an upcoming event without having to wait too long and forget about it.

MEDIA TOOLS

MEDIA TOOLS

Full microsite goes online.

Campaign app and campaign microsite page goes online.

Campaign / promotion video on H&M social media and web shop

Campaign / promotion video on H&M social media and web shop

Daily social media posts on H&M Facebook, Twitter, Instagram and Google+

Weekly social media posts on H&M Facebook, Twitter, Instagram and Google+

Web banner on web shop and newsletter

Web banner on web shop and in newsletter

In-store promotion: behind counter posters & window display banner

MEDIA TOOLS Social media posts on H&M Facebook, Twitter, Instagram and Google+ Web banner/streamer on H&M’s main website & store: hm.com & about/hm.com, Web banner /streamer in H&M’s weekly newsletter, app banner in H&M’s iPhone & Android app 2-page spread in H&M’s catalogue. In-store promotion: behind counter posters & window display banner

41


COMMUNICATION MEDIA TOOLS & BUDGET

CONSUMER JOURNEY The consumer journey is illustrated to show how the consumer gets from A to B while the campaign is running and all the steps in-between. Also the consumer

journey shows from where / when consumers will potentially share information about the campaign and attract new consumers.

Direct step Potential share Potential new consumer

H&M ONLINE

H&M STORE

H&M consumer sees the promotion online: H&M webshop, social media or main website

SHARE

H&M consumer sees the promotion inside a H&M store

MICROSITE Consumer goes to the microsite and sees campaign promotion

SHARE

APP DOWNLOAD Consumer downloads the campaign app

SHARE

SHARE

GAME Consumer participates in campaign and plays daily mini-games

WIN

Consumer wins mini-game and gets Conscious points

42

PRICE Consumer exchanges Conscious points into store credit


BUDGET & COSTS H&M is known for spending a lot of money on promotion and collaborations with stars like David Beckham, Beyonce, Gisele Bündchen and many others to promote the brand. H&M spends millions of SEK every year on marketing and promotion, which indicates that H&M would not have a problem affording a campaign of this size. In September 2014 H&M launched an online and social media campaign for the opening of Europe’s biggest H&M store in Rotterdam. The campaign in collaboration with IIZT was called ‘The biggest fashion challenge’, where consumers could challenge each other online in a fashion game to win tickets for the opening event or gift-cards to spend on the October collection. The ‘game’ consisted of consumers making their own virtual avatar styled in H&M clothes, which then had to

stay on the top list to win exclusive tickets to the store opening. Besides the ‘game’ element of having to stay on the top list there were also questions about fashion and Rotterdam that the player had to answer. The campaign was planned to run for two weeks but reached the desired objectives within the first 24h with 1500 avatar creations. At the end of the campaign there were 10.000 creations and the site had almost 200.000 views. Therefore it would not be unlikely for H&M to run a similar online campaign to set themselves in the spotlight on an even bigger scale. Also this shows that H&M has already experimented with the gamification method in their marketing. This resulted in great success for their Millennial segment and leaves no reason to not do it again.

COSTS

Since H&M already have an in-house team for web and app development the costs will not be as extensive as if they would have to outsource the work. These following costs are an estimation on how much time and money H&M would have to put into this project. The campaign will only cover the European market.

WEB & APP DEVELOPMENT & PROGRAMMING Application & microsite development & programming Estimated time: 6 months Number of people: A team of 5 people Average hour rate pr. person: €60 (this is set lower then normally because H&M can do everything in-house) 1 person costs: One week: 37 hours x €60 = €2220 pr. week 6 months: 26 weeks x €2220 = €57.720 All 10 people costs: €57.720 x 5 people = €288.610 In total around: €300.000

MARKETING & PROMOTION Game prize store credit Estimated participants: 100.000 people Average win: €15 100.000 x 15 = €1.500.000 In-store & online advertising Online: €20.000 Promotion video (illustrated): €5000 In-store (only major flagship stores): €200.000

E S T I MAT E D TO TA L €2 . 0 2 5 . 0 0 0

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SOURCES

SOURCES H&M & H&M CONSCIOUS

ECO-CONSCIOUS MILLENNIALS

DESK RESEARCH

DESK RESEARCH

www.about.hm.com www.about.hm.com/en/about/ sustainability/hm-conscious See desk research process book for sources for H&M critics

REPORTS

H&M Sustainability report 2014

MARKET RESEARCH

Survey with Millennial H&M customers Observation in H&M flagship store, Dam Square, Amsterdam

BOOKS

Posner, Harriet. (2011) Marketing Fashion, Laurence King Publishing Ltd

H&M COMPETITORS DESK RESEARCH: COMPETITORS ONLINE

www.about.hm.com/en/about/sustainability www.primark.com/en/our-ethics www.zara.com/en/company/our-mission-statement www.pullandbear.com/en/policies www.forever21.com/CustomerService/en-US/ socialresponsibility

OBSERVATIONS: COMPETITORS OFFLINE

H&M flagship store, Dam Square, Amsterdam Zara flagship store, Kalverstraat, Amsterdam Primark flagship store, Ankersmidplein, Zaandam Pull&Bear flagship store, Kalverstraat, Amsterdam Forever 21 flagship store, Kalverstraat, Amsterdam

BOOKS

Posner, Harriet. (2011) Marketing Fashion, Laurence King Publishing Ltd

44

See desk research process book for sources

MARKET RESEARCH

Survey with creative Millennials Survey with Millennial H&M customers Interview with Millennial influencers and non-influencers Interview with Millennials expert co-author of unicorn book Pernille Kok-Jensen

IMAGES

The images of the target group persona is of a friend: www.facebook.com/janice.vanalebeek?ref=ts&fref=ts

BOOKS

MARE Research. (2014), Always be yourself, unless you can be a unicorn then always be a unicorn, Bis Publishers Posner, Harriet. (2011) Marketing Fashion, Laurence King Publishing Ltd

COMMUNICATION STRATEGY DESK RESEARCH

Trend research: www.WGSN.com www.trendwatching.com/trends/youniversalbranding.php www.forbes.com/sites/robertpassikoff/2013/12/04/brandand-marketing-trends-for-2014/ www.business2community.com/marketing/7-gamechanging-marketing-trends-engage-customers-buildbrand-0978234

MARKET RESEARCH

Survey with creative Millennials Survey with Millennial H&M customers Interview with Millennial influencers and non-influencers Interview with Millennials expert co-author of unicorn book Pernille Kok-Jensen

BOOKS

Posner, Harriet. (2011) Marketing Fashion, Laurence King Publishing Ltd


CREATIVE CONCEPT & DESIGN DESK RESEARCH

Serious gaming & apps www.adobe.com/resources/elearning/pdfs/serious_ games_wp.pdf www.bluecloudsolutions.com/blog/conquer-gamesnews-strategies-for-indie-app-developers/ www.nielsen.com/us/en/insights/news/2014/ smartphones-so-many-apps--so-much-time.html

IMAGES (USED ON MICROSITE)

Conscious clothes images: www.hm.com Instagram images: www.instagram.com/p/pqHbPzB8E7/ www.twitter.com/dodaro_giulia www.pinsta.me/elle_belgie www.www.popsugar.com.au/fashion/HM-MelbourneAustralia-Opening-34512101#photo-34512687 www.instagram.com/p/1bdXuHOO06/ www.instagram.com/p/oWURakSrjq/

BOOKS

Posner, Harriet. (2011) Marketing Fashion, Laurence King Publishing Ltd Chapter 9, Interactive, from unknown book: material from semester 4 on dlwo

CAMPAIGN PLANNING & EXPENSES DESK RESEARCH

H&M Rotterdam campaign by IIZT www.iizt.com/project/nederlands-hm-en-iizt-lancerenthe-biggest-fashion-challenge/ App / web development www.bluecloudsolutions.com/blog/cost-develop-app/# www.smallbusiness.chron.com/average-revenue-iphonegame-60261.html

REPORTS

H&M Annual report 2014

45


CONSCIOUS

CREATED BY SINE E. LUND GRADUATION PROJECT - 2015 AMSTERDAM FASHION INSTITUTE

MADE FROM 100% ORGANIC COTTON

H&M Conscious - Communication plan & concept book  

Bachelor project for H&M Conscious from Amsterdam Fashion Institute - AMFI

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