Comparison (Self Explanation)

In today’s era, everything that surrounds us is the foundation of every business. Market place and market
penetrations became present as it is because of what is trending and what are the needs and wants of many
people. There are foods, gadgets, cosmetics, accessories and specially apparels. There are brands which
can compete internationally as their companies are well known and their strategies are well executed. To
summarize, let us compare this 3 global brand

H&M UNIQLO FOREVER 21

A) History In the year of 1946 the 30- Clothing apparel Originally known as
year-old Swedish company founded fashion 21, retailer
entrepreneur Erling Persson in Yamaguchi, headquarter found in Los
goes on a road trip through Japan in 1949 as Angeles California. Was
the USA. In New York, the textiles founded in April 16, 1984
idea of selling women’s manufacturer. by husband and wife, Do
fashion in a new way is Won Chang and Jin Sook
born.The following year, Wang
1947, Persson opens a new
womenswear store in
Västerås, Sweden. He calls
it Hennes, Swedish for
“Hers”. In 1968, Hennes
acquires the Stockholm-
based hunting apparel and
fishing equipment retailer
Mauritz Widforss, and the
name is changed to Hennes
& Mauritz. This is the start of
offering of men’s and also
children’s clothing, leading
to H&M offering clothes for
the entire family.

B) Strength -Effective Strategy -Visionary Leader -Staying in trend

-Global Presence -Branding -Something new every day
-Competitive Pricing -Innovations -Affordable
-Variety of Products -Operational -Customer Savvy
-Valuable brand strategy -Association with
-Strong Online Channels -Organization  young celebrities
-Efficient Supply Chain culture
-Community-Centered -In-store
approach experience
Weakness -Overdependence on -Inability to -Private ownership
outsourcing penetrate -Centralized decision
-Controversial Products successfully in making
-Uninspired Fashion foreign markets -Excessive focus on teens
-Weather sensitive
apparel
-Supply Chain
Issues
C) Strategie With wide and varied range The brand focuses The specialty of the retail
s H & M serves the large array on minimalism and store is; positioned itself
 of customer group ranging
from kids, men & women.
Customers of H & M are
primarily from the upper-
middle-income group and
upper-income group and are
in age group of 15-40 years.
Diversity in the collections
of H & M gives freedom to
the customers to choose
and explore their own
personal style.
D) Reasons H&M’s value proposition to
for being its customers can be boiled
a global down to the following: on-
brand trend clothes at affordable
prices. The retailer offers a
full range of clothing staples
in addition to outerwear,
swimwear, footwear,
undergarments, accessories
and more. In order to live up
to its promise, H&M was
obligated to create a supply
chain that enabled it to react
in a timely fashion to
changing trends while also
ensuring reliable quality at
manageable prices.
The solution was found
in outsourcing.
By cooperating with
experienced
manufacturers in developin
g economies for its basic
items, H&M minimized its
overhead while still enjoying
an acceptable level of
quality. Higher-end pieces,
as well as those demanding
quicker lead times of as few
as 20 days, are made in
Turkey and across Europe.
In both cases, strategically
located production offices
allow H&M to keep in close
that is one of the based on young, trendy
strongest points and fashionable offerings
for the Uniqlo and which create the image of
this is a point being young or ahead of
of differentiation a fashion. The company has
s well or the brand. positioned itself based on
The customers value-based positioning str
nowadays look for ategy.
something that is
positive to wear
and that is not
fussy. Uniqlo
focuses on helping
people express
through emotion
and considers it to
be an art.
The Uniqlo brand Forever 21’s production
was set up to be all model allows the company
about the to overtake many of its
Japanese competing brands offering
philosophy of clothes at a similar price
simplicity and point. Not only can Forever
essentiality, and 21 undersell most other
this is reflected companies, their ability to
throughout the rapidly change their
brand’s marketing, products gives them an
communications, advantage above many
and operations. It fashion retail companies.
is indeed As Forever 21 continues to
impressive how build its client base with
Uniqlo has the developing of new
managed to brands and products, they
transform from a simultaneously threaten
single inherited any foundation their
men’s tailoring competition mistakenly
shop from Tokyo believed they had. Also,
into a global Forever 21’s focus on retail
casual wear giant locations rather than
and one of the advertising has allowed
most impressive them to occupy some of
brands from Japan the most sought after real
and Asia today. estate in major cities
Under Tadashi around the globe, making
Yanai’s effective their products readily
and visionary available and accessible to
leadership, almost every market
Uniqlo’s parent available. As they continue
company Fast to expand they will also
Retailing targets to continue acquiring
become the knowledge about the
contact with its
manufacturing partners.
With store inventory
replenished daily, H&M can
adjust in-store offerings on
a per-location basis in
response to sales data.
world’s largest fast evolving global fashion
fashion retailer. landscape, and in
particular about
competitors like ZARA,
Hennes & Mauritz (H&M),
Uniqlo and many other
competitors.