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Analysis

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  • Feb. 2014
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Tangibles (Physical appearance)
At the first glance, H&M has a simple and clear design. (Appendix A) In the shop, different products are classified into different categories and there are clear directional signs which are easy for customers to find out what they need. (Appendix B) Also, the price tags are explicit and detailed for customers to understand. (Appendix C) Besides, the fitting rooms are located next to the cashiers which bring convenience to customers allowing them to pay right away after fitting. Moreover, the music played at shops is soft and not too loud, it makes customers feel relaxed during shopping. Furthermore, it is helpful to make use of announcement to remind customers of the current sales items and some promotion events. The announcements are in different languages including Cantonese, Mandarin and English which enable H&M to cater to the needs of different kinds of customers.

Reliability
H&M has a superb return policy. Customers are given 30 days to try out the products they purchased and see if they suit them or not. H&M will refund any item that has not been damaged, spoiled, washed, altered or worn and all labels and tags of products are attached. (Appendix D) This policy can undoubtedly instill confidence to customers and make the brand of H&M become reliable.

Others (Self-service)
Customers in H&M can try out the products themselves without hard-selling and compulsory purchase by the staff. Customers would then feel free and comfortable when shopping in H&M. Tangibles (Physical appearance)

At the first glance, H&M has a simple and clear design. (Appendix A) In the shop, different products are classified into different categories and there are clear directional signs which are easy for customers to find out what they need. (Appendix B) Also, the price tags are explicit and detailed for customers to understand. (Appendix C) Besides, the fitting rooms are located next to the cashiers which bring convenience to customers...