H&M is a giant in the world of ready-to-wear fashion. A man from Sweden created this real empire in the planetary dimension. Led by the designer's grandson, Karl-Johan Persson, the group currently weighs around 49 billion Euros on the stock market and opened its 3000th store in the world. Present in 53 countries, the empire continues to set its pawns to conquer new markets and guarantee its growth (10% last year). The H & M brand guarantees 80% of the group's business, other brands have emerged over time. They are 6 in total: COS, Arket, Weekday, Cheap Monday, Monki and Other Stories spread in the market. The flagship brand is one of the most popular in the world. Its prestigious collaborations and muses changed the business structurally. Click for promo codes.
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The story of H & M is of Erling Persson born in 1917 in the small town of Stockholm. He starts working as a salesman and moves to the capital. While Erling is traveling to the United States, he sees these department stores organized in an efficient manner despite their large size offering discounted ready-to-wear items. In 1947, he creates a Swedish ready-to-wear business for women, children, and men. After buying a hunting and fishing store, he decided to rename his brand Hennes and Mauritz, which became H & M. The trade name now has more than 3,000 stores in 53 countries around the world. The 50s and 60s witnessed the expansion of the trade since it exports and opens a point of sale in Norway. The group brings together independent brands: COS, Monki, Arket, Weekday, Cheap Monday and Other Stories. It employs 117,000 people around the world. In addition to selling its own collections, the Nordic brand also offers its clients temporary collections designed in collaboration with internationally renowned fashion designers such as Karl Lagerfeld, Viktor & Rolf, Roberto Cavalli, Versace, etc. use voucher codes.
H & M can boast of reaching a very large audience. Indeed, it has an extremely varied range, intended for children, teenagers and parents alike. It affects the whole family and is aimed at fashion enthusiasts. However, with its trendy collections, the fashion giant wants to reach a rather young target. The brand targets a clientele of women and men, rather young (between 18 and 35 years old), urban and with an average purchasing power. It uses mass marketing to reach its customers. Indeed, they offer a wide range of clothing for a large part of the population. To increase sales, it does not hesitate to associate with major fashion designers. It adopts what is called a "masstige" strategy, a contraction of "mass market" and "prestige". It is a question of associating commercially the Swedish mark with that of a famous creator.
H & M has collaborated with big names in fashion such as Karl Lagerfeld and Stella McCartney. This commercial association benefits its customers since they can live a unique and rewarding experience by buying these collections "haute couture" at an affordable price. By associating its name with that of a celebrity, the brand values its image with its customers. Its display campaigns are simple. They consist in putting forward only the garment with the attractive price on a neutral background. The trademark does not hesitate to use the "star strategy" via celebrities from all walks of life. The star who wears a garment gives his/her own identity, whether singer, actress, etc.
The Swedish ready-to-wear banner brings together a community of 14 million people on Facebook. Thanks to its YouTube channel organized into different sections (H & M Campaigns, H & M Love Music, etc.), H & M can broadcast content to more than 47,000 people. Being a world-renowned group, it induces a strong transparency on all processes involved in the manufacture of its products, as well as a great exposure to critics. It offers "the best of low-price fashion" and on a large scale involves production in underdeveloped countries.
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