BEHIND THE BRAND

Hennes and Mauritz AB -

-
1947, Sweden, Västerås
Swedish Entrepreneur, Erling Persson
- Started at as a women's clothing store
- 1968, Mauritz Widforss was merged

Hennes & Mauritz

 Logos
1947 1968

Hennes & Mauritz

 Logos
1969 1999

Hennes & Mauritz

POPULARITY

- Advertising and Marketing

- Collaborations
- Versace
- Roberto Cavalli
- Alexander Wang
 Europe Middle East

Global United States Africa

Expansion
Asia Australia

Based on H&M Group's Annual Report

Fast Fashion Industry
Mainstream / Trending Clothing
- Affordable pricing

Innovation
- Frequent manufacturing and production
- Introduction of new items or ideas

Sales
- Due to fast production of products
Products

Cosmetics Accessories Clothing

Face, Brushes & Tools, Hair, Jewellry, Mobile, Dog, Dresses, Tops, Jackets,
Make-up Bags, Nails, Eyes, Bags, Hats, Suspenders, Coats, Shirts, Blouses,
and Fragrances Sunglasses, and Belts Shoes, etc.

H&M
Substitutes and
Complements
Substitutes
-No immediate substitutes
-Online shopping
-Atlernative brands (Forever 21, Bohoo, Frank
and Oat)

Complements*
- Collaboration with several designers to
produce new collections
Product Pricing
H&M
Low Cost High Fashion
clothing budget clothing quality
Redistribution

- Different Countries
- Organized to their terms
- Dependent on lifecycle
- Strong competition
- Entered the E-commerce business showcase
MONOPOLISTIC COMPETITION MARKET STRUCTURE
Zara -latest fashion trends
Uniqlo -offer competitive prices
Gap -targets the same consumers
Asos
Macy's
 Excellent brand recognition Brand Value

MARKET
20% 20%

SEGMENT
ELEMENT OF UNIQUENESS Quality of Revenue
products 20%
20%

-relatively easy to compete and enter

the industry
-various outlets for distribution
- 4,414 stores worldwide Sound Operational strategy and Innovations
20%
FOUR MAIN TYPES OF
DIFFERENTIATION

PHYSICAL
PRODUCT MARKETING DISTRIBUTION HUMAN
-Size -Packaging -Online shopping
CAPITAL
-Design -Sustainability -Physical stores -Diversified
-Color -Environmentally -H&M application -Benefits
-Fabric conscious -Trainings
-Open dialogues

MF | F/W 2020
 Relatively
Attract and Excessive waste
contestable
retain loyal and costly
custom advertisements
 H&M
diversity, utility, choice.