BRAND: H&M

STORYTELLING CANVAS Created By: Swagata Khargharia

PRN: 19021141120

SUBJECT GOAL AUDIENCE

What is the story about?
Journey of H&M – history, what does H&M
stand for, the brand’s positioning,
differentiation, advertisement and promotion
strategies through collaborations, various
initiatives taken, the factors and steps that led
to their success, how H&M stands out
What do you want to achieve with this story?
To help the audience understand the
brand at a deeper level and beyond just
the products. To know about what
makes H&M different and make the
audience aware of what H&M stands for
and help them build a connection with
the brand at a human level as well
What is your story’s audience? What are their needs?
Both users and non- users of this brand of all age -
groups, specifically the internet users who like to be well
informed about their chosen brands.
For the users- to develop a better connection with the
brand and establishing a strong brand loyalty
For the non-users- to develop interest in the brand after
being walked through their entire journey and after
understanding so many aspects of the brand

BEFORE 1. SET THE SCENE 2. MAKE YOUR POINT 3. CONCLUSION AFTER

What does your audience
think, feel, know and want,
before they have experienced
your story?
H&M is known and
perceived to be a brand
which offers stylish
designer range of products
at reasonable prices. The
audience think of it as a
fashion brand and know
about the products that
they offers- clothes, shoes,
accessories etc. from what
they have seen online and
in their stores.
What do you need to introduce?
What should be set up or
explained?
In addition to being an
affordable high quality
exclusive and unique
fashion brand, H&M stands
for values that set them
apart –
Their environmental
consciousness and
constant focus on
sustainability, their
consistently working
towards a circular and
renewable fashion, their
contributions to social
issues and so on.
The audience’s A-Ha moment.
* Through collaborations
with some of the world’s
most renowned designers
and celebrities, they bring
luxury to the masses and at
comparatively affordable
prices.
*They stand for a greater
environmental cause and
reflect the same in their
collections. Amazingly
stylish clothes made of
recycled bottles, organic
cotton
The end of your story. What is the
conclusion? What is your call to
action?
H&M makes exclusive
designer products accessible
to the common customer
who is fashionable, up-to-
date, likes trendy designer
products while maintaining
their grounds on
sustainability in the
production. Their products
are all-inclusive- for all age-
groups, people of all sizes,
shapes, color and for diverse
individuals and it’s being
emphasized in all their ads.
Brand values set them apart.
What does your audience think,
feel, know and want, after they
have experienced your story?
The audience feels that H&M
has some of the most stylish
collections and makes
constant efforts to capture
the fashion seeking
audience while also being
environment tolerant and
socially responsible through
their unique and
commendable initiatives.
The audience are curious to
find more about their
conscious collection and
they feel more connected at
an emotional level with the
brand