Introduction

With increasing market competition in all industries, marketing has become the focus of attention of
companies to stay relevant.

H&M is the world second largest clothing and apparels retailer, right after Zara. With a massive global
supply chain, the company is present in more than 74 countries and is known for its minimal yet
fashionable fast clothing. The company is famous for its marketing and brand efforts and is a perfect
subject for study by any marketing enthusiast, student or professional.

This case study is written on the basis of their primary research and hypothetical marketing solution. 

The case study on H&M will walk you through research, and answer the solution to the real-life
problems identified in the company’s marketing strategy. So let us dive right into the H&M case study by
first learning more about the company.

About H&M
Found by Erling Persson in 1947, in Sweden, under the name ‘Hennes’ meaning ‘hers’ in the language –
as the company was only selling women’s clothes at the time. After 10 years, the company started
opening in the neighboring country of Norway and started producing clothes for men as well. Now the
company is run by his son Stefan Persson and Helena Helmers son.

Quickly after their IPO in 1974, the company started expanding across Europe and by the 1990s started
opening its stores in the USA as well. Now H&M is present in 74 countries and offers online shopping to
33 countries. The company is known for its affordable yet fashionable clothes, with the highest
collections dropped per year, so the customers are always buying something new.

Now that we know the company’s history and legacy, let us start with the case study.

Conclusion
H&M is a global fashion behemoth and has an amazing reach and market share. They already have a
tremendous amount of marketing strategies in place and are doing very well implementing digital
marketing strategies. With the rising competition and increase in microbrands and websites, H&M has
to improve its marketing strategy to go hand in hand with the times.

Our team did the whole decoding of the company’s marketing strategy and identified pain points in the
strategy. They followed it up with a campaign and multichannel strategy to improve the already existing
brand image of H&M. They are improving the awareness and action level marketing strategies of the
brand.