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H&M Presentation

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Aisulu Satpayeva

on 22 April 2016

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Transcript of H&M Presentation

Overview
SWOT Analysis
Competitive Analysis
Marketing Trends
Consumer Behaviour
Customer Analysis
Target Market
Recommendations
Conclusion

Agenda
Consumer Behaviour
Ladies' Fashion
Men's Fashion
Kidswear
Home

Customer Analysis
2000px-H&M logo.svg.png [Digital image]. (n.d.). Retrieved April 17, 2016, from http://logoes.wikia.com/wiki/File:2000px-H&M_logo.svg.png

Canada
Goes Online

Overview
Hennes women’s clothing store joined with Mauritz Widforss men’s clothing store in
1968
to form H&M Hennes & Mauritz

[H&M Brands and Collections]. (n.d.). Retrieved April 17, 2016, from http://about.hm.com/en/About/facts-about-hm/fashion-for-all/collections.html#cm-menu

SWOT Analysis
B. (2015, October 5). H&M stores worldwide. Red: Current countries H&M operates in. Pink: Planned expansion [Digital image]. Retrieved April 19, 2016, from https://en.wikipedia.org/wiki/H&M#/media/File:H&M_Global_map.svg_(1).png
Lalic, K. (2015, October 20). BALMAIN X H&M [Digital image]. Retrieved April 19, 2016, from http://katelalic.com/balmain-x-hm/
Digital image]. (2016, April 19). Retrieved April 19, 2016, from http://alphaglobal.me/ecommerce.php

[Digital image]. (n.d.). Retrieved April 19, 2016, from http://debanked.com/wp-content/uploads/2013/06/moneyfight.jpg
Current Competitors:
Zara, Forever 21, Gap

Upcoming new international competitors:
Uniqlo, Nordstrom, Simons
Competitive Analysis
[Digital image]. (n.d.). Retrieved April 19, 2016, from https://commons.wikimedia.org/wiki/File:Zara_Logo_2.svg

[Digital image]. (n.d.). Retrieved April 19, 2016, from https://commons.wikimedia.org/wiki/File:Gap_logo.svg

[Digital image]. (n.d.). Retrieved April 19, 2016, from http://blog.allsales.ca/smart-shopping-online-deals-at-simons/

[Digital image]. (n.d.). Retrieved April 19, 2016, from https://commons.wikimedia.org/wiki/File:Forever21Logo.png

http://www.forbes.com/companies/nordstrom/

[Digital image]. (n.d.). Retrieved April 19, 2016, from https://plus.google.com/u/0/ Uniqlo/posts?pid=5885512669460949522&oid=118196572751899798724

Industry vs H&M 2015
total increase in retail sales by 2.2%
H&M retail sales grew by 19 % in the first half of 2015 and 14 % in the third quarter


Online Shopping in Retail
20% increase in November and December
9.84% online sales of the total retail sales( online and offline)
Competitive Analysis
After Christmas Sales 2013 [Digital image]. (n.d.). Retrieved on April 17, 2016 from http://afterchristmassales2012.net/christmas-sales-2015/

Boxing Day After Christmas Sales [Digital image]. (n.d.). Retrieved on April 17, 2016 from http://afterchristmassales2012.net/christmas-sales-2015/

Marketing trends
H&M operates in the retail apparel industry
Retail apparel industry generated more than
$304 billion
in revenue in 2009

Major products include:
Women's clothing (53%)
Men's clothing (20%)
Clothing for children and infants (about 10%)

Green High Street Brands [Digital image]. (n.d.). Retrieved on April 17, 2016 from http://globalcool.org/fashion/eco-friendly-high-street-retailers


Top 6 Retailers to Buy Trendy Clothes for Less [Digital image]. (n.d.). Retrieved on April 17, 2016 from http://ronitstylist.com/retailers-trendy-clothes-for-less/

Marketing trends (cont’d)
Selling apparel is a very seasonal business
Majority of sales coming during the holidays and when kids are headed back to school

Shoppers Turn to Small Retailers to Outfit Kids for Back-to-School [Digital image]. (n.d.). Retrieved on April 17, 2016 from http://newsroom.mastercard.com/news-briefs/shoppers-turn-to-smaller-retailers-to-outfit-kids-for-back-to-school/


Pedestrians pass a Hennes & Mauritz store in Vienna, Austria. [Digital image]. (n.d.). Retrieved on April 17, 2016 from http://www.wsj.com/articles/h-m-eyes-new-online-markets-as-profit-jumps-1403073722

Zara Menswear store opens in Birmingham[Digital image]. (n.d.). Retrieved on April 17, 2016 from http://birminghameastside.com/2014/11/18/zara-menswear-bull-ring-birmingham/

Large number of firms, many of which are well-known brands that operate internationally.

50 largest companies account for about two-thirds of industry revenue.

Demand for ZARA, H&M, Uniqlo, GAP is on the rise due to their brand name, high quality and high durability.
UNIQLO STONESTOWN GALLERIA MALL [Digital image]. (n.d.). Retrieved on April 17, 2016 from http://www.uniqlo.com/us/stores/store-locations/stonestown-galleria.html

Bah H&Mbug Digital image]. (n.d.). Retrieved on April 17, 2016 from http://torontoist.com/2007/08/hmmm/

Pop culture nostalgia rules in Super Bowl ads. [Digital image]. (n.d.). Retrieved on April 17, 2016 from http://www.denverpost.com/ci_19901051

Marketing trends (cont’d)
Advertising and branding are vital for any firm to gain consumer demand and superiority over other brands
Angela Lindvall H&M Magazine Autumn 2009 Digital image]. (n.d.). Retrieved on April 17, 2016 from http://www.magxone.com/vogue/angela-lindvall-uk-vogue-may-2009/

Secure Online Shopping by Atkinsons Coins & Bullion Digital image]. (n.d.). Retrieved on April 17, 2016 from http://www.pitchengine.com/pitches/ccd4e5ba-3fa1-46e5-8a56-262bea4b7836

Webcam Social Shopper Digital image]. (n.d.). Retrieved on April 17, 2016 from http://zugara.com/virtual-dressing-room-technology/webcam-social-shopper

Marketing trends (cont’d)
Increase in people who like shopping for apparel on the Internet

Creating mobile point-of-sale applications to make it easier to buy and offer services such as virtual fitting rooms

Use of social media to learn what their customers want.

HOW SOCIAL MEDIA IMPACTS SHOPPING IN INDIA? Digital image]. (n.d.). Retrieved on April 17, 2016 from http://www.startuptimes.in/2014/08/how-social-media-impacts-shopping-in.html


Enabling web-connectivity

Flexibility and convenience

Search online for details and reviews

Combination of online and in-store

Wide accessibility

Eliminating concerns about cash-flows

Online shopping. [Digital image]. (n.d.). Retrieved on April 17, 2016 from https://shoppingforfamily.wordpress.com/

Online Shoping fashion Trend 2015 [Digital image]. (n.d.). Retrieved on April 17, 2016 from httpahankha.net/online-shoping-fashion-trend-2015/

61 countries
over 3,900 stores

Their current primary target is - Women 18-33, Urban, stylish, looking for trendy, affordable clothes


The secondary target is - Urban Men, 18-25 age looking for affordable, hipster style clothes.
H&M Expanding Online Markets, 375 New Stores Worldwide [Digital image]. (n.d.). Retrieved April 17, 2016, from https://www.linkedin.com/pulse/20141006194547-62111622-h-m-expanding-online-markets-375-new-stores-worldwide

These 4 H&M Stylish "Mom and Daughter Looks" Will Make Your Heart Melt [Digital image]. (n.d.). Retrieved April 19, 2016, from http://en.paperblog.com/these-4-hampm-stylish-mom-and-daughter-looks-will-make-your-heart-melt-1190494/
Kids
Teens
H&M Fall collection for kids [Digital image]. (n.d.). Retrieved April 19, 2016, from http://www.justfortrendygirls.com/2011/10/27/hm-fall-collection-for-kids/
Hello students! [Digital image]. (n.d.). Retrieved April 19, 2016, from http://career.hm.com/content/hmcareer/en_gb/student/student/student.html
Target Market
Primary
Urban Young-professional female
23-30 years
Belongs to middle-class
Over $35,000 of annual income
Active, Social, healthy lifestyle
Fashion-conscious, price sensitive
Not chasing for the latest trends


H&M - Dressing Room [Digital image]. (n.d.). Retrieved April 17, 2016, from http://sociedadedegarota.blogspot.ca/2013/07/h-dressing-room.html

Secondary
Urban Young professional male
23-28 years
Belongs to Upper-middle class
Annual income level - $45,000
Holds management positions
Social, Active, Healthy-lifestyle oriented
Often busy and lack of time
Price conscious, value variety of clothing style
Shop: H&M Online Now Open (n.d.). Retrieved April 17, 2016, from http://syndicate.details.com/post/shop-hm-online-now-open
Go Online
Save on costs
Attract new customers
Build customer loyalty
Convenience
Comply with marketing trends
Increase market share
Variety
Sales 24-7

Recommendations
References:
B. (2015, October 5). H&M stores worldwide. Red: Current countries H&M operates in. Pink: Planned expansion [Digital image]. Retrieved April 19, 2016, from https://en.wikipedia.org/wiki/H&M#/media/File:H&M_Global_map.svg_(1).png
H&M Company Analysis. (n.d.). Retrieved April 4, 2016, from https://issuu.com/joellemichaeladavis/docs/hmcompanyanalysis
H&M. (n.d.). Retrieved April 1, 2016, from wikipedia: http://en.wikipedia.org/wiki/H&M
H. L., S. B., & H. J. (n.d.). H&M vs. Zara Comparing Marketing Strategies. Retrieved April 11, 2016, from https://dianajoines.files.wordpress.com/2009/09/final-term-paper-hm-vs-zara-marketing-strategies.pdf
History Of H&M. (n.d.). Retrieved April 14, 2016, from http://heroinandmoss.blogspot.ca/p/history-of-h_27.html
Fashionable and good value - H&M's strategy for success. (n.d.). Retrieved April 16, 2016, from https://yougov.co.uk/news/2015/09/17/fashionable-and-good-value-hms-strategy-success/
H&M. (n.d.). Collections. Retrieved April 17, 2016, from http://about.hm.com/en/About/facts-about-hm/fashion-for-all/collections.html#cm-menu
MarketLine. (2015, August 24). H & M Hennes & Mauritz AB MarketLine Company Profile, 1-24.
Office of Consumer Affairs. (2013, August 02). Canada's Changing Retail Market. Retrieved April 12, 2016, from https://www.ic.gc.ca/eic/site/oca-bc.nsf/eng/ca02855.html?Open&pv=1
PricewaterhouseCoopers LLP. (2015). Retail and Consumer - Total Retail 2015: Retailing in an age of disruption. Retrieved April 12, 2016, from http://read.ca.pwc.com/i/498520-total-retail-2015-retailing-in-an-age-of-disruption?utm_source=uberflip
Petro, G. (2012, November 5). The Future Of Fashion Retailing -- The H&M Approach (Part 3 of 3). Retrieved April 17, 2016, from http://www.forbes.com/sites/gregpetro/2012/11/05/the-future-of-fashion-retailing-the-hm-approach-part-3-of-3/#4189bf16dbfb
Clothing Stores Report Summary. (n.d.). Retrieved April 17, 2016, from http://www.hoovers.com/industry-facts.clothing-stores.1519.html

Meet us online [Digital image]. (n.d.). Retrieved April 19, 2016, from http://about.hm.com/en/About/facts-about-hm/fashion-for-all/shop-online.html
Marketing trends (cont’d)
Main target market
Millennials


Overdressed by Elizabeth L. Cline [Digital image]. (n.d.). Retrieved on April 17, 2016 from http://www.ecouterre.com/how-do-we-break-our-fast-fashion-addiction-an-interview-with-overdressed-author-elizabeth-l-cline/

Thank You!
Faridah Thomas
Jaskiranvir Dhillon
Aisulu Satpayeva
Vladimir Viatkin


[Digital image]. (n.d.). Retrieved April 21, 2016, from http://1.bp.blogspot.com/-LD1RGnlw_uU/UqDgqaJhyfI/AAAAAAAAABo/rxk8jW6oTKk/s1600/4.jpg

H&M clinches mobile efforts via commerce-enabled site, app. [Digital image]. (n.d.). Retrieved April 21, 2016, from http://www.mobilecommercedaily.com/hm-clinches-mobile-investment-via-commerce-enabled-site-app

[H&M Brands and Collections]. (n.d.). Retrieved April 17, 2016, from http://about.hm.com/en/About/facts-about-hm/fashion-for-all/collections.html#cm-menu
Full transcript