hmmarketingfc-blog

[hmmarketingfc-blog]

Blog Post #12 Promotion H&M

H&M uses multiple social medias. The tools they use are Facebook, Twitter, Instagram, Pinterest, Youtube, Snapchat, and Google+. They use social media to communicate with customers and to share fashion inspiration, style advice, and behind the scenes.

To advertise H&M uses campaigns to communicate their business idea. They work with some of the world's best photographers, models and style icons to inspire their wide and diverse target market. H&M uses responsible marketing and their marketing has a major impact so it is important for them to convey a positive message. There is no specific group of people they target market but rather a large group of individuals with different styles and attitudes. The campaigns H&M creates change every season and they are designed to be clear and simple so customers can see what is new at H&M. Fashion is fast!

Sales promotions I have seen at H&M are their close the loop campaign. You bring in old clothes or fabrics and donate them at your local H&M. In exchange for your donation they give you a 15% off coupon. At H&M you can also always find great markdowns!

Social media. (n.d.). Retrieved November 22, 2017, from http://about.hm.com/en/media/social-media.html Responsible marketing. (n.d.). Retrieved November 22, 2017, from https://sustainability.hm.com/en/sustainability/downloads-resources/policies/responsible-marketing.html

[hmmarketingfc-blog]

Blog Post #11 Place (Distribution) H&M

In logistics, H&M makes sure their distribution process runs smoothly and the flow is rapid, flexible, and efficient. H&M uses direct distribution H&M to maintain low costs and a fast time to market. H&M employs a team of in-house designers in 21 production offices worldwide that work to forecast trends and find inspiration for clothing designs. In its headquarters in Stockholm, the company directs a rapid-response manufacturing process to make the most of design trends. It move from the design to production to its retail sales channel with a three week to six month lead time. H&M constantly redefines its distribution strategies in response to changing retail market conditions and production conditions in its worldwide manufacturing centers so the company can improve the efficiency of the production flow. H&M's corporate buyers in Sweden actively manage its inventory, researching itemized sales reports by country, store, and, most importantly, type of merchandise daily. The buyers use this information to reallocate production or shipments, reducing potential overstock problems.This is a huge competitive advantage. The integrated direct distribution channel ensures that H&M stores receive new shipments daily, giving the company further control over responses to supply and demand shifts.

Logistics. (n.d.). Retrieved November 22, 2017, from https://career.hm.com/content/hmcareer/en_us/workingathm/what-can-you-do-here/logistics.html Distribution Channels at Clothing Retailer Hennes & Mauritz - WriteWork. (n.d.). Retrieved November 22, 2017, from http://www.writework.com/essay/distribution-channels-clothing-retailer-hennes-mauritz

[hmmarketingfc-blog]

Blog Post #10 Trends/Pricing H&M

One trend H&M has great opportunity for is video content. H&M has a youtube channel with many videos that show their campaigns, collections, and short films. The cinematography in the videos is spectacular. H&M shares their videos across many social media platforms, like twitter. Other trends H&M has great opportunity for is their sustainable fashion.

H&M is cost-conscious which makes them very good at pricing. H&M has affordable prices and they keep it that way by, “Being cost conscious, having no middlemen, very efficient logistics and running our own stores.” They also always have mark-downs and sales.

Great workplace. (n.d.). Retrieved November 28, 2017, from http://about.hm.com/en/career/great-workplace.html Wages. (n.d.). Retrieved November 28, 2017, from http://about.hm.com/en/sustainability/sustainable-fashion/wages.html

[hmmarketingfc-blog]

Blog Post #9 Services H&M

H&M offers 24/7 customer service by phone or by social media which adds value to the brand. You can also visit their website which is packed with a lot of customer service information. Their website provides many answers to problems that could arise. 

The service quality of H&M is very customer satisfaction oriented. H&M empowers their employees and gives them endless possibilities where they are allowed to grow with the company. They state, “At the H&M group you can truly make a difference by putting your customer focus and love for fashion, design and business into action.” Employees at H&M are leaders because of the empowerment they are given. This adds value to their services.

Endless possibilities. (n.d.). Retrieved November 28, 2017, from http://about.hm.com/en/career/endless-possibilities.html Hi there! (n.d.). Retrieved November 28, 2017, from https://www.hm.com/us/customer-service/shopping-at-hm

[hmmarketingfc-blog]

Blog Post #8 Brand Detail H&M

As a brand H&M describes themselves as “Fashion and quality at the best price in a sustainable way for women, men, teenagers, children and the home. The range includes everything from sparkling gala outfits and exclusive designer collaborations to everyday basics and high-performance yoga wear to help fashion fans across the world dress their personal style.” H&M has a brand film that conveys their spirit as a brand. It is a diverse universe with fashionable individuals who act in a sustainable way. They are so much more than just fashion.

H&M does a great job with their product mix. They offer a wide range of clothes for women, men, and kids. H&M also offers products for the home, shoes, accessories, and cosmetics. Most of their products are shopping products because with fashion people typically spend time comparing the alternatives. H&M has product lines for all their clothes. All their clothes falls into a concept categories, which include: Party, Divided, Everyday Fashion, Casual, Modern Classics, Trend, Premium Quality, and Conscious. H&M excels at brand awareness. Their logo and their company is well known all over the world. This improves their chances at being someone’s go-to store at a mall, for example. The brand associations of H&M are sophisticated, stylish, modern, and sustainable.

Fashion and quality at the best price in a sustainable way. (n.d.). Retrieved November 28, 2017, from http://about.hm.com/en/brands/hm.html Modern, functional, considered design. (n.d.). Retrieved November 28, 2017, from http://about.hm.com/en/brands/cos.html

[hmmarketingfc-blog]

Blog Post #7 Packaging H&M

H&M is very careful and stylish with their perceived value and image. They have a sophisticated fashionable look. Their packaging is more concentrated on the brand name. They label their hangers and shopping bags with their brand logo. It’s very clean, tasteful, and red. It is very distinct and easy to recognize which is very important their branding.

The primary packaging is the clothes itself, and the secondary packaging is their lovely shopping bags. 

http://sustainability.hm.com/en/sustainability/commitments/reduce-reuse-recycle/packaging.html

[hmmarketingfc-blog]

Blog Post #6 Competition H&M

H&M’s key competitors are Forever 21, Zara, and Topshop because these brands have similar products to those of H&M. H&M is a strong brand and is well established in the market and have a loyal customer base but the other brands have these same crucial elements. As of now H&M holds a stable position in the market because it’s simple+affordable yet trendy products.

According to research, H&M is in a risky situation because they are falling behind brands like Primark, ASOS and BooHoo. They have plans to rethink their supply chain because of fashion rivalry. H&M’s dilemma is the need to compete on prices.

Bain, M. (2017, April 06). A new generation of even faster fashion is leaving H&M and Zara in the dust. Retrieved October 07, 2017, from https://qz.com/951055/a-new-generation-of-even-faster-fashion-is-leaving-hm-and-zara-in-the-dust/

Ringstrom, A. (2017, March 30). H&M invests in supply chain as fashion rivalry intensifies. Retrieved October 09, 2017, from http://www.reuters.com/article/us-h-m-results/hm-invests-in-supply-chain-as-fashion-rivalry-intensifies-idUSKBN1710PM

[hmmarketingfc-blog]

Blog Post #5 Target Market H&M

The target marketed customers of H&M are fashionable and trendy people. Mostly women aged from late teen to mid thirties. Psychographically their consumers enjoy shopping as a social activity that improves their lifestyle. They typically are upper middle class consumers. Their lifestyle ranges from luxury to athletic. To expand their target market, they take into consideration the economic situation of all women of all ages. H&M includes “Every Day Low Prices” clothes. These clothes have an inexpensive label with the same best design of all the other clothes. H&M also targets low class, working class women who want to say ahead in fashion trends. Geographic segmentation is a big part of H&M. They are a global brand so in every country they have different spread of markets because they acknowledge the different religions and lifestyles.

Wages. (n.d.). Retrieved October 06, 2017, from http://about.hm.com/en/sustainability/sustainable-fashion/wages.html

Business Ethics. (n.d.). Retrieved October 04, 2017, from http://about.hm.com/en/sustainability/sustainable-fashion/business-ethics.html

[hmmarketingfc-blog]

Blog Post #4 SWOT H&M

SWOT Analysis Internal:

Strengths

-prices -variety -style -basic clothes -brand -sustainability

Weakness

-ethical -quality -cotton

External:

Opportunities

-plus sizes -menswear -kids wear -home accessories

Threats

-Forever 21 -Nordstorm -foreign currencies -operational

My top two recommendations to H&M Management are to focus on operational risks and an expansion on all their opportunities.

Sustainability Report 2016. (n.b.) Retrieved October 05, 2017, from http://about.hm.com/en/sustainability.html Risk Management. (n.d.). Retrieved October 05, 2017 , from http://about.hm.com/en/about-us/corporate-governance/risk-management.html

[hmmarketingfc-blog]

Blog Post #3 Strategy H&M

“Look good, do good, feel good” H&M lives by this saying and they make it easy for customers to live by this because they have great products and affordable+reasonable prices. H&M has a well thought out marketing strategy and a few sustainable competitive advantages. Their operational excellence is one of the reasons for this.  As stated on their website, “Being ethical is about doing the right thing. For example, respecting laws and regulations wherever we operate, paying taxes accordingly and taking a clear stance against corruption. Beyond that, it also means respecting human rights and embracing diversity and inclusion” H&M follows and respects the laws of business because they see it as a reflection in who they are. As a fashion retailer they see how easy if could be to not be ethical when it comes to human rights and environmental standards. This motivates them operate in an ethical way. They don’t own factories but they have suppliers. H&M expands to developing countries because they believe it creates jobs and it helps create partnerships with business all over the world. They promote better working conditions in these developing countries and make sure the workers are being respected.

H&M’s product excellence is due to their fabrics and stylish clothes. The raw material H&M uses for their fabrics are mostly cotton. They understand that it is a challenging commodity in the fashion industry because it requires a lot of water to grow and ensuring a fair income for cotton farmers is not always easy. H&M is aiming for all their cotton to come from sustainable sources by 2020. Some of the materials H&M uses for their products are recycled polyester, recycled polyamide, lyocell, recycled wool, organic linen, denimite, organic hemp, organic silk, FSC™ natural rubber, recycled glass, and recycled plastic. These are all sustainable materials and they have a great outcome for top quality products. H&M has a garment collecting initiative that promotes a “new life” for clothes that is reused and recycled. They offer 20% off discount for customers who bring in their old clothes.

H&M has great locational excellence because they are located in many malls and many fashion oriented cities. H&M started as a European company and branched out all over the world. It was a big step forward expanding to the US especially because the US is sometimes seen as a trend setter in fashion and the US has a led in the world of economics.

Working conditions. (n.d.). Retrieved October 05, 2017, from http://about.hm.com/en/sustainability/sustainable-fashion/working-conditions.html

Sustainability Report 2016. (n.b.) Retrieved October 04,2017, from http://about.hm.com/en/sustainability.html Business Ethics. (n.d.). Retrieved October 04, 2017, from http://about.hm.com/en/sustainability/sustainable-fashion/business-ethics.html

[hmmarketingfc-blog]

Blog Post #2 Brand H&M

H&M is a fashion company that sells clothes, shoes, accessories, cosmetics, and home products. Their customers are very important as they help the company with their exchange goals. They have history dating back to 40s and 50s and have added value through the years as a brand. Their success gradually increased in the 00’s with their technological advances and green marketing. Its corporate headquarters are located in Stockholm, Sweden. H&M has more than 4,500 stores in 68 markets. As of 2016, H&M employs about 161,000 people. They have many job opportunities from buying/design, engineering, merchandising, marketing, finance, productions, and sustainability to name a few. H&M has a great economic situation. Annually they earn 223 billion in sales. After taxes their profit comes to 18,636 million. As a company they are public as they have investors and shareholders. In the link below, I have included H&M’s annual report. H&M’s mission statement stands as, “We believe in a better fashion future-one that makes fair and sustainable fashion affordable and desirable for all.” 

http://about.hm.com/content/dam/hmgroup/groupsite/documents/masterlanguage/Annual%20Report/Annual%20Report%202016.pdf

Vision and strategy. (n.d.). Retrieved September 19, 2017, from https://about.hm.com/en/sustainability/vision-and-strategy.html

(n.d.). Retrieved September 19, 2017, from https://career.hm.com/content/hmcareer/en_us/workingathm/what-can-you-do-here/corporate.html

[hmmarketingfc-blog]

Blog Post #1 H&M

H&M is an important brand to me because many of my clothes are from there. Their clothes are very affordable and sustainable. I am very familiar with fabrics and fashion and I can tell they use good quality materials. Aside from clothes they have many different goods, for example I recently bought a comforter for my bed from H&M’s app. It looks and feels wonderful. Their delivery services are outstanding. From my perspective, H&M has ideas that are fresh to the American customers because of their European background. I enjoy that. From H&M’s social media accounts I have seen many of their promo videos and ads that I really like because they embrace diverse people. Being a woman of color and plus size I feel included with H&M because they have clothes for me and people who look like me representing their company. That means a lot to me because I am a fashion merchandising major. In this blog, I hope to share valuable information about H&M as a brand.