• What is the overview of the Hong Kong fashion & apparel market?
← What are the characteristics of this market? ← What are the different market segments?
← Segmentation, Positioning and Competitor Analyis of H&M – where do they te these impression (marketing strategy STP) ?
• How do they evaluate the performance of H&M? ■ Creating a thrilling shopping experiences. Renews it store inevmtory daily ( encourage customers to come o store daily ( repetitive purchase ← How do they compare H&M vis-a-vis key competitors? ← What are the perceived strengths & weaknesses? ← ■ Target customers – demographics, psychographics ■ Marketing strategies – product, price, promotion, place, etc. ■ Positioning, images
II. Target customers – understanding of customers need and expectations
• How to describe the target customers of H&M? ← Demographics ← Psyhchographics – what are their attitudes towards fashion & apparel?
A quick recap – SWOT analysis for H&M – Opportunities that H&M can tap into ■ Doesn’t pile up at any warehouses, fast turnaround ■ A team of 100 in-house designers works with buyers to develop clothing, which is then outsourced to a network of 700 suppliers, swifting suppliers constantly to get the best price ■ Add new brands to its portfolio, more upscale and targets older customers, higher prices ■ Restocked daily to ensure the inevntories – – Threats / issues that H&M need to address / consider ■ Poor quality, last for one season only ■ Difficult to shop ( clumsy ■ Copying – – – Strengths that H&M can further leverage ■ Shift focus from mature markets toward higher growth countries ( Asian Market ■ Pioneering use of cross over with celebrities designers such as Madonna, Karl