2018-19

BSc 3RD YR.

FD

Brand Study
 WHO IS
?
All seasons, all styles, all welcome! But H&M is more than just
fashion

 H&M, Hennes & Mauritz, is a Swedish multinational

clothing retail company known for its fast fashion
clothing for men, women, teenagers and children's.
 H&M was founded by Erling persson
 It was founded in 1947, 78 years ago by the name hennes,
later it was renamed as hennes and Mauritz
 It is the second-largest global clothing retailer, just
behind Spain-based Inditex (parent company of Zara).
 The company has a significant online presence, with
online
shopping available in 33 countries.
 Quality and sustainability deeply rooted in its DNA
 MARKETING
MIX

PRODUCT PROMOTION

PRICE PLACE
 BRAND
PRODUCTS
Women’s Maternity
Wear Wear
Men’s
Wear Accessorie
Teenage s
Wear Footwe
Kid’s ar
Wear
Lingeri Home
e Interiors
‘h&m’ IN THE
WORLD
BRAND
VALUE
PROMOTIONAL STRATEGIES
TV advertisements: H&M comes with creative ads which focus on its latest
innovative designs. Each brand handles its own marketing decisions.

YouTube: H&M has its own YouTube channel where it comes up with unique ad
campaigns to engage with the customers.

Digital Marketing: It indulges in excessive search engine marketing and social

media marketing to convert the potential buyers into consumers.

Promo codes and discounts: Promo codes and discounts are offered during the
end of season sale. The discounts are offered on both online and retail stores.

 PR: Parineeti Chopra opened the first H&M outlet in India. Such stunts generate
quick publicity for the company.
 Store Analysis

 H&M offer many different concepts. They include: Ladies

wear, Mens wear and Children Wear.

 Since H&M started back in 1947, they always had ladies

wear, which is always the main focus in every store.

 The advertising campaign are designed to clearly show the

seasons design and price of the clothing pictured.

 Each season they feature models with different looks,

styles and cultural background linking back to the
customer by showcasing different sized models and style.
 When entering the store is floor is very spread out making it easy
for people to move around and has clear split areas modern basics
to tailored essentials, sportswear to high end fashion collections.

 The front section links to the windows display selling all the
garments from window and other garments linking to the color, style
and theme.

 They highlight prices with cards on specific items and on the rails
are laid out for inspiration for an outfit inspiring the customer.
 IN HOUSE PRODUCTS

H&M Divided
 Divided is often considered a sort of “juniors” line, only because their
sizes run even smaller than everyday pieces.

 Divided is full of bright colors ,crazy patterns, and trendy pieces.

 H&M Conscious
 H&m proably talks about sustainability more than any other fast –fashion
brand .

 It produces a conscious collection made using sustainanble and recycled

materials .

Creates glossy ad campaigns to encourage garment recycling, and has a

voucher program offering discounts to those who donate their old clothes at
its stores.
 VISUAL
MERCHANDISING
 Visual merchandising is the practice in the retail industry of
developing floor plans and three-dimensional displays in order to
maximize sales.

 Both goods and services can be displayed to highlight their

features and benefits.

 A display window, also shop window (British English) or

store window (American English), is a window in a shop
displaying items for sale or otherwise designed to attract
customers to the store.

 Usually, the term refers to larger windows in the front façade of

the shop.
 TYPES OF WINDOW
DISPLAYS

Open Window
Display

Closed Window
Display Island Window
Semi-Closed Window Display
Display
Elevated Window
Display

Shadow Box Window

Display
 DISPLAY
 h&m usually uses closed, closed and island window display.

 The display focuses on a young target market with an

interest into upcoming trends.

 The display changes every week to keep up with ‘fast

fashion’ the demand for new current trends.

 They always feature objects to link to the theme, creating

the right balance of color trend and details.

CLOSED
WINDOW
DISPLAY
 They use spotlights to
enhance
their garments.
They always use backdrops to
ISLAND WINDOW
DISPLAY

 h&m uses island window display

to fill up the space in the store
and also to focus on the latest
products and promotions.
 The island display focus captures
attention because of the clean
nature of design.
OPEN WINDOW
DISPLAY

Open window display which has no glass panel or wall behind.

 D
W
I
I
N
S
D
O
P
W
L
IDEA BEHIND THE
DISPLAY
THEME:- Tropical Summer

 We tried to create h&m’s latest summer collection display.

 Keeping h&m’s display in mind we used backdrop and created a

closed window display.

 We highlighted the accessories and the garments on equal

basis.

 As we can see h&m’s are mostly sutble, so here we tried

something different and made the display pop, to focus more
on the clothes to target customers.
BT
S
THANK
YOU
~Tanishka
Geria