Clotthing Sector Analysis
H&M
Hennes
&
Mauritz
AB
Case
Synopsis
Group
A:
Jasmina Chen 301101070
Yeana Jin 301114551
Clement Kour 301118992
Mengyue (Maggie) Li 301125512
Yimeng (Lisa) Liu 301137092
1
History
Hennes & Mauritz AB (H&M) is a multinational company based in Sweden. It went public on the
Stockholm Stock Exchange in 1974. Founded by Erling Persson in 1947, it was initially called Hennes, the Swedish word for “hers”, and sold only women 's clothing. In 1968, the company was renamed to
Hennes & Mauritz and, since then, has diversified over the years and expanded its product portfolio to include womenswear, menswear, childrenswear, footwear, accessories, cosmetics and home furnishings.
With years of development and acquisitions, the company is now comprised of five independent brands:
H&M, COS, Monki, Cheap Monday, and Weekday (Hennes & Mauritz AB, n.d.).
In the 1950s, H&M began global expansion by entering neighboring countries throughout
Europe. During the 1980s, while continuing their European expansion, H&M bought Rowells, a mail order company to begin catalogue sales. Their first U.S. store was opened in 2000 on Fifth Avenue in
New York marking the start of their expansion outside Europe. In 2006, a major expansion of online and catalogue sales began. However online sales were limited to European countries. In 2007, H&M entered the Asian market by opening its first stores in Hong Kong and Shanghai (Hennes & Mauritz AB, n.d.).
In 1998, H&M started to use famous models in their advertising campaigns. In 2004, H&M launched its first designer collaboration, partnering with Karl Lagerfeld, creative director for Chanel. The success of the Lagerfeld collection lead H&M to collaborate with other designers and celebrities including
Stella McCartney, Madonna, Jimmy Choo, Versace and David Beckham among others to create collections that go on sale in a limited number of stores and with a limited number of products. Designer collaboration has become part of
Hennes
&
Mauritz
AB
Case
Synopsis
Group
A:
Jasmina Chen 301101070
Yeana Jin 301114551
Clement Kour 301118992
Mengyue (Maggie) Li 301125512
Yimeng (Lisa) Liu 301137092
1
History
Hennes & Mauritz AB (H&M) is a multinational company based in Sweden. It went public on the
Stockholm Stock Exchange in 1974. Founded by Erling Persson in 1947, it was initially called Hennes, the Swedish word for “hers”, and sold only women 's clothing. In 1968, the company was renamed to
Hennes & Mauritz and, since then, has diversified over the years and expanded its product portfolio to include womenswear, menswear, childrenswear, footwear, accessories, cosmetics and home furnishings.
With years of development and acquisitions, the company is now comprised of five independent brands:
H&M, COS, Monki, Cheap Monday, and Weekday (Hennes & Mauritz AB, n.d.).
In the 1950s, H&M began global expansion by entering neighboring countries throughout
Europe. During the 1980s, while continuing their European expansion, H&M bought Rowells, a mail order company to begin catalogue sales. Their first U.S. store was opened in 2000 on Fifth Avenue in
New York marking the start of their expansion outside Europe. In 2006, a major expansion of online and catalogue sales began. However online sales were limited to European countries. In 2007, H&M entered the Asian market by opening its first stores in Hong Kong and Shanghai (Hennes & Mauritz AB, n.d.).
In 1998, H&M started to use famous models in their advertising campaigns. In 2004, H&M launched its first designer collaboration, partnering with Karl Lagerfeld, creative director for Chanel. The success of the Lagerfeld collection lead H&M to collaborate with other designers and celebrities including
Stella McCartney, Madonna, Jimmy Choo, Versace and David Beckham among others to create collections that go on sale in a limited number of stores and with a limited number of products. Designer collaboration has become part of
References: Carreon, B. (2012, October 25). The Full Collection From The Maison Martin Margiela and H&M Collaboration. MarketLine. (2012, May 19). H & M Hennes & Mauritz AB SWOT Analysis, 1-9. Retrieved from http://proxy.lib.sfu.ca/login?url=http://search.ebscohost.com/login.aspx?direct=true&db=bth&A