H&M Marketing Framework

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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 '
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