GROUP 7

Marketing
Planning
80% of all marine pollution is due to plastic waste and this problem keeps growing.

By 2050, plastic will likely outweigh every fish in the sea.

But H&M has a solution…

TABLE OF CONTENTS

01 Initial Idea 04 Marketing Mix

02 SWOT 05 Research Results

Marketing Strategy 06 P&L estimate

03
01 INITIAL IDEA
“I DON'T WANT TO BELONG TO THE GENERATION
OF HUMANS THAT FAILED TO SAVE THE PLANET”
01 INITIAL IDEA
● Product: Limited accessories collaboration—bags, jewelry, belts—
from recycled ocean plastic.

● Environmental Impact: H&M's circular business model, directing 5%

profits to Oceanum Liberandum for cleanups and awareness.

● Artistic Contribution: Joana Vasconcelos' unique design vision

integrated into the accessories.

● Holistic Approach: Reflecting H&M's commitment to responsibility,

activism, and art.

● Consumer Engagement: Offering bold fashion with purpose,

encouraging a shift from disposable fashion norms.

● Replicability: Adaptable model for future collaborations, fostering

potential industry-wide transformation.
02 SWOT
 STRENGTHS WEAKNESSES
SWOT ANALYSIS • Aligns with H&M's sustainability
commitment, using recycled ocean • Limited impact perception on
plastic. plastic reduction.

• Sets a sustainable example for fast • Risk of greenwashing.

fashion, educates consumers.

OPPORTUNITIES THREATS
• Fashion trends demand constant market
• Attracts environmentally conscious monitoring
customers.
• Economic changes may impact
• Marketing opportunity for collaboration
collaboration's unique aspects.
• Intense competition in sustainable
• Strategic expansion into new markets, fashion
potential global collaborations.
• Adherence to evolving environmental
regulations
03 MARKETING
STRATEGY
STP
Segmentation Targeting
Environmental aware
Gender: men & women customers who are willing to
pay more for sustainable
Ages: 13 to 45 years old products
All levels of education Trend conscious customers
who value unique and artsy
Location: Portugal products
Positioning
Artistic vision proper to the
Portuguese market.
3-parts collab between an artist
and a fast-fashion brand.
Unique Value Proposition:
sustainable and
artistic/Portuguese product.
CUSTOMERS & TARGET PERSONA
• Name: Beatriz Almeida

• Age: 26

• Gender: Female

• Level of education: University

• Job: Architect

• Income: 1800€

• City: Porto

• Work environment: Architect firm in

city center.
04 MARKETING MIX
 01 02
PRODUCT PRICE

Accessory Price Range

• H&M partners with Joana Vasconcelos and
Oceanum Liberandum.
Belts 39,99 – 79,99 €
• Focus on environmentally-conscious and Bags 15,99 – 99,99 €
fashion-interested customers aged 13 to 45.
Bracelets 24,99 – 39,99 €
• Collection includes bags, jewelry, and belts
Rings 12,99 – 24,99 €
• Colorful, striking packaging
Earrings 19,99 – 39,99 €
• Circular Fashion Exchange program
Necklace 29,99 – 69,99 €
• Products come with QR codes for supply
chain transparency.
 03 04
PROMOTION PLACE

• Social Media:
Facebook, Twitter & other. • Pop-up shops across urban areas in
Influencers Portugal.

• Online platforms: • Brick & mortar stores such as H&M

H&M website Colombo in Lisbon and NorteShopping in
Collaborator’s websites Porto.

• In-store displays: • H&M and collaborator's websites.

Pop-up displays
• Key collaborator locations such as the
• Events: MAAT (Joana Vasconcelos).
Launch event with collaborators
05 RESEARCH RESULTS
 85% find sustainability important to Average willingness to pay aligned with
some degree while shopping proposed price range

Main competitors: Zara, Mango, boutiques

78% spend up to 50€ per
month for accesories
68% (very) likely to buy
something from collection
In-store shopping preferred, but not
exclusive

Majority of respondents perceive the More motivation to purchase if 5% donated

collaboration as innovative

High appreciation for the environmental impact, use

Must recognize concerns linked to of sustainable materials, and Joana Vasconcelos
potential greenwashing
 Accessory Price Range Average Survey

Belts 39,99 – 79,99 € 57,40 €

Bags 15,99 – 99,99 € 84,50 €

Bracelets 24,99 – 39,99 € 48, 21 €

Rings 12,99 – 24,99 € 48,61 €

Earrings 19,99 – 39,99 € 49,07 €

Necklace 29,99 – 69,99 € 54,05 €

06 P&L ESTIMATE
 GROUP 7

THANK YOU FOR YOUR

ATTENTION
Aitana Wirz
Guilherme Carvalho Ferreira
Harrison James Scott
Louise de Castet
Moritz Mollenkopf

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