H&M Brand Analysis
COMPETITION IN THE GLOBAL MASS-FASHION MARKET
FASHION COMPANY MANAGEMENT LEVEL 4 FASHION MARKETING & COMMUNICATION General Overview
General Overview
H&M Hennes & Mauritz AB is a Swedish global retail-clothing company,
known for its fast-fashion.
2,500 stores are spread across 44 markets.
Germany is H&M’s largest market, followed by the US, France and the UK.
H&M has more than 20 country offices that are responsible for the various
departments in each sales country.
local H&M production offices managing contacts with approximately 700
independent suppliers.
General Overview-Business Concept
“Give the customer unbeatable value by offering fashion and quality at the best price. Although create collections that are accessible to all”
They ensure the best price by:
having few middlemen having a broad, in-depth knowledge of design, fashion and textiles buying the right products from the right markets being cost-conscious at every stage
General Overview-Business Concept
H&M is driven by seven important core values:
Keep it simple Straight forward and open-minded Constant improvement Entrepreneurial spirit Cost conscious Team work Belief in people
H&M does not own any factories. Production is outsourced to independent suppliers H&M rents store space from international and local landlords.
General Overview-Business Concept
Growth market: H&M’s growth target is to increase the number of stores by 10-15 percent per year, and at the same time increase sales in comparable units.
Global expansion: H&M stores should always be located in the best business locations.
Idea and Design: the process is the balance between fashion, quality and the best price.
Logistic and Distribution: More than 90 percent of all transports already go via ocean, rail or road. H&M logistics are guided by three important keywords: simplicity, reliability and transparency.
Strengths
FASHION COMPANY MANAGEMENT LEVEL 4 FASHION MARKETING & COMMUNICATION General Overview
General Overview
H&M Hennes & Mauritz AB is a Swedish global retail-clothing company,
known for its fast-fashion.
2,500 stores are spread across 44 markets.
Germany is H&M’s largest market, followed by the US, France and the UK.
H&M has more than 20 country offices that are responsible for the various
departments in each sales country.
local H&M production offices managing contacts with approximately 700
independent suppliers.
General Overview-Business Concept
“Give the customer unbeatable value by offering fashion and quality at the best price. Although create collections that are accessible to all”
They ensure the best price by:
having few middlemen having a broad, in-depth knowledge of design, fashion and textiles buying the right products from the right markets being cost-conscious at every stage
General Overview-Business Concept
H&M is driven by seven important core values:
Keep it simple Straight forward and open-minded Constant improvement Entrepreneurial spirit Cost conscious Team work Belief in people
H&M does not own any factories. Production is outsourced to independent suppliers H&M rents store space from international and local landlords.
General Overview-Business Concept
Growth market: H&M’s growth target is to increase the number of stores by 10-15 percent per year, and at the same time increase sales in comparable units.
Global expansion: H&M stores should always be located in the best business locations.
Idea and Design: the process is the balance between fashion, quality and the best price.
Logistic and Distribution: More than 90 percent of all transports already go via ocean, rail or road. H&M logistics are guided by three important keywords: simplicity, reliability and transparency.
Strengths