H&M- Brand and Distribution Strategy

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Brand Analysis and Distribution Strategy by DIANA CAMPOS 1 Table of Contents 1. Intro: The H&M Hennes and Mauritz AB Group 2. H&M The Brand 2.1. Company Profile 2.2. Environment of the brand 2.3. Target consumer 2.4. Geographical extension 2.5. Turnover 3. Distribution Strategy 4. Conclusion Bibliography 3 3 3 4 6 6 7 8 10 11 2 1. Intro: The H&M Hennes and Mauritz AB Group The H&M Hennes and Mauritz AB Group is a Swedish multinational retail company, considered the second retailer in the world after Inditex. Started as the women clothing store Hennes in Västerås in 1947 by Erling Persson, nowadays own about 2800 stores1 in 48 markets 2, and it is employing around 104 000 people3. The group per se is formed in 1968 by the…show more content…
This wide target allows them to develop a variety of products to cover the needs of this demanding market. 2.4. Geographical extension H&M has expanded substantially in recent years and is present in all the 5 continents with significance in Europe, Asia, MiddleEast, Europe and North America. Today almost 2,800 stores are spread across 48 markets. Germany is the company’s largest market, followed by the US, UK and France. Looking forward, H&M sees great potential for continued expansion in new markets. All brands will continue to grow through more stores but also on digital platforms such as hm.com, mobile apps and social media. In some markets particularly in the Middle East, H&M is collaborating with franchise partners, but franchising is not part of the general expansion strategy. -Expansion strategy: The best business locations combined with the most favorable market is a firm principle of H&M has been using since the first womenswear store opened in 1947. Stores should always be located in the best business areas, whether in a big city or a small-town shopping center. H&M does not own any store premises, which makes way for flexibility and adaptability. By renting space, they can move at the same pace as the

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