H&M Marketing Framework

742 Words Oct 28th, 2010 3 Pages
I. Market context – understanding the market environment that H&M is operating

• What is the overview of the Hong Kong fashion & apparel market?

← What are the characteristics of this market? ← What are the different market segments?

← Segmentation, Positioning and Competitor Analyis of H&M – where do they te these impression (marketing strategy STP) ?

• How do they evaluate the performance of H&M? ■ Creating a thrilling shopping experiences. Renews it store inevmtory daily ( encourage customers to come o store daily ( repetitive purchase ← How do they compare H&M vis-a-vis key competitors? ← What are the perceived strengths & weaknesses? ← ■ Target customers –
…show more content…
H&M should concentrate on that market, where there is still room to grow. Fatal to offer discount for Chinese customer. ■ Accused of exploiting workers in third world countries, excessive overtime and lax health-and-safety regulations. ■ Since many customers choosing H&M primarily becoz it resembles other more expensive and “out-of-reach” brands, customer’s loyalty is to price, not to product. H&M competition with both discounters and the brands it replicates ■ Rising in raw material cost (e.g. cotton) and labour cost –

• III. H&M marketing strategy – based on the SWOT analysis, how does H&M respond to the market & customers?

• Overall H&M strategy - “Stylish but inexpensive fashion” [1] ← How does H&M execute this brand equity in real life?

• Product ← Fast turnaround time – key advantage: ■ 1. outsources manufacturing to a network of 900 garments shops located in 21 mostly low-wage countered ■ Compressed lead time: time needed for a garment to travel from design table to store floor is only 3 weeks (Zara: 2 weeks) ■ ← “Inspired originality” ■ Closely monitoring the fashion industry ■ Reference from international brands ■ Strong designer team back in Stockholm ■ Copying is strictly forbidden ← A well balanced of various styles that caters for different customers '

More about H&M Marketing Framework

Open Document