H&M Marketing Strategy – How H&M became the second largest Global Clothing Retailer

When we talk about top-branded fashion stores, the very first thing that strikes our thinker is either H & M or Zara. Being the fast-fashion clothing & accessories for men, children, women and teenagers, H & M became the second-largest ball-shaped clothing retailer after Zara. The caller manages its operation both offline owing more than 5000 stores in 74 countries and on-line shopping in 33 countries. Erling Persson established H & M entirely for women ‘s clothing in 1947 in Vasteras, Sweden. Later, the company built subsidiary company brands such as Monki, Weekday, Cheap Monday, ARKET, FaBric Scandinavian AB and COS & other Stories under the chief branch H & M set out worldwide. Besides, the brand besides actuated early tyros to start up their careers as designers and did assorted philanthropic works. You may be wondering how a little dress storehouse located in Sweden became the second largest dress retailer mark in the universe. Hereby, H & M followed many market strategies that aided the brand to reach heights in the clothing retailer commercial enterprise. H & M Key Marketing Strategies
The Unique Marketing Strategy of H & M
STP ( Segmentation, Targeting and Positioning ) Strategy of H & M
H & M Marketing Campaigns
H & M Covid-19 Marketing Strategy

H&M key Marketing Strategies

Product Strategy:

The party is known for “ Fast-fashion clothing stores ” which means they never fail us in presenting high-quality clothes & winning accessories that are admired according to the manner trends. Besides, they are always prepared to release new intersection lines on time and sell european determine manner in the american market as it brings inter-cultural fashions in such demographical. H & M product scheme is about providing high-quality clothing according to the latest fashion at the best price possible. The company maintains four product stages- Introduction, Growth, Maturity and Decline degree, whereby the product coach analyzes the demand & supply of H & M products and works on these 4 stages of product life to bring effective market strategy on the new intersection to compete in the commercialize .

Price Strategy:

According to the buyers, Some clothes by H & M cost an arm and a leg to acquire as they provide high quality fashion. While H & M focuses to satisfy customer ’ south needs with high quality fashion at a first gear price by controlling transportation and undertaking cost to their possible. H & M clothes are priced a low as Rs 399 to deoxyadenosine monophosphate high as roentgen 7999 .

Promotion Strategy:

H & M developed a multi-channel forwarding strategy that subsumes- advertising, sales forwarding and internet forwarding that helped the brand to be exposed global. furthermore, the party entices customers by building brand awareness by showing depleted prices on the products while marketing them .

Place Strategy:

H&M established a reliable bond between customers and the company, by owning outlets in different geographic places all over the world. H & M make their basic goods in Asia, whereas high branded goods in Turkey and sell them in their owned 5000 plus stores in 73 countries .

Cost leadership Strategy:

H & M sells their fashionable clothes at a low monetary value to broad markets, where the price is determined according to the market price of a certain recess. Cost leadership scheme focuses on working efficiency in expanding their market share rather than setting a high price to earning a huge profit margin .

People Strategy:

H & M constantly emphasizes the customer ’ s needs and provides them with fashionable items that are trending at that period of meter.

The Unique Marketing Strategy of H&M

H & M always comes up with new products that increase the customer ‘s hope for clothing, that besides at an low-cost monetary value. Their only impression is fashion and quality at the best price. They have everything that a person may look for, from normal break to business suits, sports wear to lingerie sets all at a reasonable price. They collaborate with other crown brands to establish a clean style. H & M collaborated with Karl Lagerfeld in 2004, Versace in 2011, Alexander Wang in 2014 and the collaboration with Balmain is the most triumphant to date .H&M x BalmainH&M x Balmain They besides collaborated with the celebrate indian architect Sabyasachi in 2021. The collection was named Sabyasachi x H&M .Sabyasachi x H&MSabyasachi x H&M Before releasing the season ‘s collection, they fuel the people ‘s curio by promoting it on sociable media platforms. The brands by and large target the teens, to get their attention, they make sure their post pops up in every on-line platform and publicize it by the influencers with a big postdate. They feature models in different skin color and sizes, giving the impression that fashion pertains to everyone irrespective of their skin colour or size.

STP (Segmentation, Targeting and Positioning) Strategy of H&M

Segmentation Strategy

H & M about already reached diverse cultural, religious and life style all over the world .

  • Segmented into class- from middle class to high society by rendering low-cost price products to extravagant products.
  • Segment by age- H&M literally covers all genders from the age group of 15 to 30 years old in presenting them fashionable products and accessories.

Targeting Strategy

H & M basically targets fashionable and trending consumers who are very much interested to spend their money on purchasing high-quality clothes. notably, H & M highly aims to target women, as they normally invest a batch of money in purchasing fashionable items- clothes, accessories, shoes, Garment care etc. at an low-cost price .

Positioning Strategy

H & M is a fast-fashion invest retailer which manufactures products in their rented or owned outlets and sells them worldwide. For exemplify, those fashionable european clothes are brought into the american english market to create demands. Besides, the company functions on-line ampere well as offline by understanding socially, economic and environmental sustainability.

H&M Marketing Campaigns

H & M ’ s campaigns constantly make people go awed with their inklings, ideas and modern clothes at an low-cost rate. Considering the risk factor in having a campaign outdoors, H & M took a distinct footfall and are conducting campaigns on digital platforms. In 2015 they launched a campaign ‘H & M Conscious ‘ to promote sustainability initiatives.

H&M Covid-19 Marketing Strategy

COVID-19 pandemic made a huge affect on people ‘s lives. Due to ineluctable circumstances, the markets were shut down, creating a great deviation in the gross of the companies and pasture dent to unemployment, a deficit in GDP and low economic growth. As per the reports, 65 % of brands have undergone a decline in earnings. The brands that managed to maintain their sales or had an increase in sales were the companies that retail basic products such as family necessities, hand sanitizers and facemasks. The disposable gloves, cough and cold music, packaged foods, and training materials were the products that were on request in E-commerce during 2020. As per a study, many companies and restaurants endured a disengagement. To unravel the issue, the companies created modern techniques for marketing their products, obeying the COVID-19 rules. Helena Helmersson, H & M ’ s CEO decided to shift the shops online to keep them floating and to advertise for promoting the digital stores. Applied to the year ahead, in March H & M had a 17 % ascend in on-line sales. To increase the income, the company has decided to enlarge their digital service into european countries and besides step into the austrian and german markets. H & M groups have boosted their sales by adding warehouse items into their number and it turned out profitable in Sweden. The brand has over 5,000 stores worldwide in 74 countries, the count will strengthen as the days pass with more visionary ideas .


Who is the founder of H&M?

The H & M founder is Erling Persson, who founded H & M in 1947 .

Who is the CEO of H&M?

Helena Helmersson is the current CEO of H & M .

Who owns H&M?

Stefan Persson is the person who owns over 36 % of shares in H & M, thereby owning the majority of the party ‘s stakes.

What is H&M parent company called?

H & M parent company is known as the H & M Group .

What are H&M subsidiaries?

H & M has numerous subsidiaries. Some of the H & M subsidiaries are Monki, Weekday, Cheap Monday, COS, & other Stories, and ARKET .

How H&M started?

H & M started when Erling Persson opened his first base shop in Västerås, Sweden in 1947, which was entirely mean for selling women ‘s invest .

reference : https://shoppingandreview.com
Category : News


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