Mass Prestige By

Group 7
“
Fashion never sleeps. Neither do we.
-HM.com

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Introduction

▸ Founded by Erling Persson in 1947

▸ Major market in Europe
▸ Swedish multinational clothing retail company
▸ Known for its fast fashion clothing for men, women &
teenager
▸ Revenue $25.191 billion(2016)

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DATA
ANALYSIS
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Country Income Group

India Other Middle Income Group Low Income Group High Income Group

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 Age Group Gender

18-25 26-33 33-40 40-47 47-54 Over 54 Male Female

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 Work Experience

0 Years <1.5 Years >1.5 Years

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FACTOR
LOADING
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 Factor Factor Loading
Loading Squared
I like this brand because of mass prestige associated with it 0.73 0.53 0.50058
I feel like buying this brand because of mass prestige 0.75 0.57
I tend to pay high price for this brand for status quo 0.77 0.60
I consider this as a "top of mind" brand in my country/state/
0.78 0.61
district
I would like to recommend this brand to friends and relatives 0.62 0.39
Nothing is more exciting than this brand 0.79 0.62
I believe this brand is known for high quality 0.53 0.28
I believe this brand is of international standard 0.54 0.29
I love to buy this brand regardless of the price 0.72 0.52
I believe that people in my country/state/ district consider this
0.77 0.59
brand as a synonym for prestige

0.50058>0.50
Reliable and Valid Questionnaire

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MMI
10
I like this brand because of mass prestige associated with it
4.416667
I feel like buying this brand because of mass prestige
4.297619
I tend to pay high price for this brand for status quo
3.690476
I consider this as a "top of mind" brand in my country/state/ district
4.559524
I would like to recommend this brand to friends and relatives
5.392857
Nothing is more exciting than this brand
3.904762
I believe this brand is known for high quality
5.297619
I believe this brand is of international standard
5.571429
I love to buy this brand regardless of the price
4.559524
I believe that people in my country/state/ district consider this brand as a
synonym for prestige
4.261905

MMI Score
45.95238

MMI SCORE = 45.95238

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COMPARISON
OF MEANS
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 For Country

0 Other Countries
1 India

Considered a more prestigious brand when

compared to other countries?
(Not enough data available about other countries)

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 For Income Group

0 Low Income Group

1 Middle Income Group
2 High Income Group
Not considered Mass Prestige Brand irrespective
of the Income Group.

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 For Age Group

0 18-25 Years
1 26-33 Years
2 34-40 Years
3 41-47 Years
Not considered Mass Prestige Brand irrespective
of the Age Group. Masstige Score actually
increases with increase in age.

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For Gender

Not considered Mass Prestige Brand irrespective of the Gender.

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 For Work Experience

0 Zero years
1 <1.5 years
2 >1.5 years
Not considered Mass Prestige Brand irrespective
of the Work Experience.

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Inference

▸ H&M is not considered a mass prestige brand in India

▸ Also, there’s no difference between the perception of
the brand regardless of the age, gender, income group
or work experience

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Recommendations

▸ Offer more premium products

▸ Introduce limited edition product lines
▸ Advertise more as a premium brand
▸ Advertise more as a Western brand

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