...1) Introduction: H&M is one of the world’s leading clothing retailers, operating 2,472 stores in 43 countries. This Swedish company was established in 1947 andis currently well known for its fast-fashion clothing ranging from women, men, teenagers, and children.Its business activities include not only clothing but also accessories, footwear, cosmetics and home textiles. It currently ranks the second largest global clothing retailer by revenue,following Inditex (Spain-based company which owns ZARA). As of March 2012, the largest shareholder is Stefan Persson and family (37.7%).The company’s share is listed on the Stockholm stock exchange, NASDAQ OMX Stockholm AB. 2) International business: H&M commenced its international expansion in 1964, andit runs 2,472 stores, where 81.2% is located in Europe, 11.8% in North America, 4.2% in Asia and 2.8% in others as of FY2011 (Fiscal year is Dec1 to Nov30). Of note, other markets include countries in Middle East region:United Arab Emirates, Kuwait, Qatar, Saudi Arabia, Egypt, Bahrain, Oman, Lebanon, Israel, Morocco and Jordan.Accordingly, the company’s sales tend to heavily depend on European countries’ performance (86.5% of total sales in FY2011). According to their growth strategy, it targets to increase the number of stores by 10-15 percent per year and also increase sales in comparable units. For FY2012, net addition of 275 new stores are planned to be opened mostly in China, the US and the UK. The company also hinted that Bulgaria...
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...clothes store, was opened in Vastaras, Sweden, in September 1947 by its founder Erling Persson. After expanding to Stockholm, Persson bought a hunting and gun store in 1968, where he sold men’s clothes and which he called “Mauritz”. The new company “Hennes & Mauritz” (H&M), which is Swedish for “Hers & His”, was born. Today H&M is one of the most successful clothing retailers in Europe. It sells around 400 million garments a year and has 620 stores in 14 countries. In April 2000 H&M started going global by successfully expanding to the United States, with its first shop on the Fifth Avenue in New York. The company does not manufacture itself but works together with approximately 900 suppliers in Europe and Asia. To supervise this production H&M maintains twenty production offices around the world. Around 26500 employees are working for H&M in these days, most of them in one of the shops. The overall turnover of the group has been SEK 32977 million in 1999, which equals approximately £ 563,614 million. H&M employs 70 designers who along with pattern designers and buyers create the collections for women, men, youngsters and children. The overall business concept is “Fashion and quality at the best price” (www.hm.com). Germany is H&M’s biggest market with 32% of the group’s turnover. The first shop in...
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...H&M specializes in apparels and dresses that are moderately priced but made from fabrics of good quality and, most importantly, exclusively designed to perfectly satisfy the sartorial desires of the population of various countries and continents. H&M would have had to invest huge amounts if it went about designing dresses for each country on its own, so it took the most prudent way out of this crisis by entering into joint ventures with renowned retailers like Gap (to keep distribution costs at a minimum) and established companies and persona in the field of apparel designing like Stella McCartney. The planned brand ambassador of this new clothing line of Stella McCartney which was to be introduced in 2005 was Kate Moss. H&M did not hesitate to drop Kate Moss late in 2005 when allegations regarding drug abuse began to surface about this renowned personality of the glamour world thus sending a clear signal about its corporate stand on dubious and avoidable matters as drug addiction. This action of the company immediately generated enormous amounts of goodwill in entire western world and positioned the brand at an enviably high perch. (H&M, 2004) H&M has become one of the largest retailers in Europe. It has reached this iconic status by targeting each member of the consumer group by primarily dividing them into convenient groupings as men, women, teenagers, children and future mothers and has exclusive offerings to satisfy each group. Moreover, the company slots its customers into...
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...H&M To what extent is H&M marketing oriented ? What evidence is there in the case to support your view ? Market orientation is when a company organizes its activities, products and services around the wants and needs of its customers. In the case of H&M it can be seen that the organization follows the market orientation philosophy as it focuses on the needs and wants of the customers before making its products. The company recognizes the ongoing slump in the world economy and sees the fact that it is hard for consumers to buy expensive fashion clothing so it comes up with the idea of trendy and fashionable clothes but within the reach of the common man. For example, H&M has its strong footholds in both Europe and the US but the way they market and sell their products in these two regions is very different. In Europe H&M is seen as more of a department store however in the US the company targets the young and more fashion conscious females. In other case H&M keeps the customers and there wants in mind when designing or launching a new product line, Ann-Sofie Johansson a designer for H&M admits that finding the needs of the customers is very important, she says and admits that she used to follow people off the subway and questioned them about their fashion needs. Into which cell of the efficiency-effectiveness matrix does H&M fall? Justifyyour answer. Efficiency means doing the thing right and effectiveness...
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...European Foundation for the Improvement of Living and Working Conditions EMCC case studies Industrial change in the textiles and leather sector: Hennes & Mauritz Company facts Market dynamics and company changes Organisation and the market Employees Virtualisation of the workplace Research and development Contact details Source list EMCC case studies are available in electronic format only Wyattville Road, Loughlinstown, Dublin 18, Ireland. - Tel: (+353 1) 204 31 00 - Fax: 282 42 09 / 282 64 56 email: postmaster@eurofound.eu.int - website: www.eurofound.eu.int Company facts Hennes & Mauritz (H&M) is well known throughout Europe as a highly successful company selling low-priced fashion clothing and accessories. Erling Persson established the company in Sweden in 1947, and today the Persson family is still on the company board. In recent years, Hennes & Mauritz has been very successful, expanding its outlets at a rapid pace. Today it is one of the most important players on the retail fashion textile market. After opening its first store (as Hennes) in Sweden in 1947, the company expanded to the Danish and Norwegian markets in the 1960s and to the British market in 1976. In 1965, following the take-over of Mauritz, the company became Hennes & Mauritz. In 1974 the company was quoted on the Swedish stock exchange. Since then, Hennes & Mauritz has been entering several other European countries at a steady pace, being present in the USA since the year 2000. Today Hennes...
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...75 H&M ( ， ， 。 ， ， , 100029) ， 。 。 H&M H&M ， H&M ; ; ; ; Abstract:Crossover marketing is one of the most popular marketing strategies. With the continuous practice, it has been gradually becoming a global trend. As the leader of fast-fashion industry, H&M gains huge success around the world. Its fabulous fashion style and crossover marketing , these made the brand closer to consumers. This thesis has analyzed about the crossover marketing strategy of H&M and concluded some inspiration to China clothing business based on the research result. Key words:H&M ；crossover marketing ；Crossover of design ；Crossover of region ；Crossover of promotion ；Crossover of channel F274 1947 100 H&M 2009 132.65 29 。 、 CROSSOVER 。 。 / 。 。 H&M 。 1、 H&M 。 。 H&M 。 。 。 Lagerfeld 2005 Stella McCartney 11 CHLOE 、 。2004 Chanel 。 Karl Lagerfeld 500 H&M 。 。 GUCCI —— —Stella McCartney for 400 。 Karl “Karl Lagerfeld For H&M” Fendi —— —Karl Lagerfeld 。 、 。 、 H&M H&M 。 。 2004 2 73000 28 2008 。 2007 。 4 12 34 104041 H&M Millward Brown 2009 H&M 120 。 。 · 100 。 — 4 2000 2003 120 mini cooper —— —mini motion 2 part shoe。 、 1700 。 H&M 。 。 。 。 A 1671-8089 （2010 ）02-0075-03 76 H&M。 、 H&M 。 H&M 。2006 VICTOR&ROLF 2007 Roberto Cavalli 2008 H&M 。 2009 。 2、 H&M 。2007 。 。 。 H&M H&M 。 Kylie Minogue Kylie 。 H&M 2007 。 H&M 1947 。 。 H&M 。 H&M 2006 H&M Alshaya 。 H&M H&M 、 。 、 H&M H&M 。 H&M 2 。 H&M 、 、 。 2009 2 28 。 。H&M 1964 34 H&M H&M 1700 H&M H&M 《 6 。H&M 2》 H&M H&M loves Kylie 。 、 M by Madonna...
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... |H&M Corporate Communication Strategy | |Instructor’s name: |Mr. Vasilios Zoumbos | |Student’s name: |Eleni Vasiliou | |Date: |21/03/2014 | |Comments: | | |Grade: |/100 | Title Page 2. Communication H&M Corporate Communication Strategy Table of Contents 1. Introduction.…………………………………...…….……………………………...4 2. Corporate Communication Strategy of H&M.......................................................5 3. External and Internal Communication............................................……………...6 4. Media Communication Plan…….………………………………………………...6 5. Corporate Identity, Image and Reputation………………………………………8 6. H&M Promotion strategy ……………………………….………………………...
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...Introduction H & M Hennes & Mauritz AB, now operating as “H&M” is a retail-clothing company, launched in 1947 by Erling Persson who just came back from United States, bringing the idea of selling fashion products for women at a low price from oversea. The first shop called “Hennes” which only sold women clothes, opened in 1947, in Vasteras, Sweden. In 1968, the founder take-over “Mauritz Widforss” shops : Hennes changes its name to “Hennes and Mauritz” and the brand will begin selling fashion clothes to men and women from that day. Then in the 70’, the brand started to sell clothes for kids “Fashion and quality at the best price” (H&M) H&M has been at the forefront of affordable chic for some time now. From its Swedish base, Hennes and Mauritz has grown into a major multinational clothes and cosmetics retailer. Nowaday, internationally known for its fast-fashion clothing, H&M offers low prices fashion products for women, men, teenagers and children including everything from modern basics to high fashion. The company has over 2,300 stores in 43 countries, in 4 continents (Africa, Asia, Europe and North America) However, the company does not have their own factories but work with plenty of designers and buyers from all around the world. In 2011, H&M employed around 94,000 people and is ranked the first largest global clothing retailer, just ahead Spain-based Inditex (parent company of ZARA). The branding consultancy Interbrand ranked the company...
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...H&M, which was formally known as “Hennes” (The Swedish word for “hers”) was founded by Erling Persson in 1947. The first store was opened in Vasteras, Sweden, and only women’s apparels were sold during that time. In 1968, Erling Persson bought Mauritz Widforrs, which was a hunting and gun store in Stockham. Soon enough, Men’s apparel was introduced and made available in the store. The company then changes its name to Hennes & Mauritz (H&M in short). Ever since then, H&M has expanded its store worldwide. H&M sells clothing and accessories that caters for women, men, teenagers and children for every occasion. It has expanded their stores around the world in Asia, Europe, Middle East & North Africa and North America and aims to increase the number of stores by 10-15% per year. In 2011, when H&M announced that they are launching their first ever outlet in Singapore, it was a much-anticipated event because their apparels are trendy, affordable and they are known for their quality. According to the data provided by the official website, there are over 94,000 employees, working in approximately 2,500 stores spread over 40 markets world wide. During the end of the financial year in November 2009, the company recorded an earning of SEK118,697 million ($15,473.3 million) which seen an increase of 14.1% over 2008. Operating profit in FY2009 was SEK21,644 million, an increase of 7.5% over 2008 whereas the total net profit was SEK16,384 million in FY2009 with an increase of 7.1% over...
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...especially in this time frame that we are living in. this is where the popular clothing brand H&M comes in. since Erling Persson acknowledges that the society is dependant and are up to date with the latest fashion trends and he has took upon himself to develop clothing to make the consumers a victim of “vanity slaves” Hennes & Mauritz which has been known H&M for decades is a very popular retail clothing company known for its trendy fashions targeted for women, men, teenagers and children. The company's founder Erling Persson traveled in 1946 and came up with the business idea which was to offer fashionable clothing at great prices. In 1947 he opened his first shop in Vasters, Sweden called "Hennes”, where he exclusively sold women's clothing. "Hennes" is Swedish and means "for her" and/or "hers". 1968 clothing retailer Mauritz Widforss took over, which led to the inclusion of a menswear collection in the offer and the name change to "Hennes & Mauritz" (H & M). In 1998, the company succeeded her initials "HM" which was the combination of both names. The company offers great items for everyone, that’s the major result of their success. The multimillion company has gained so much popularity that they have managed to branch out 2776 stores in 43 countries around the world. The company has successfully globalised their brand but they’ve done achieved this the cruel and easy way. H&M is one of the most successful affordable clothing companies worldwide. The question is how this...
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...Ricky Cheers H&M in India In 2015, H&M opened its first store in India. The emerging market of India was an obvious choice for them. The Swedish retailer is actually behind its competitors of taking advantage of the Indian market. H&M opened its first store in 1947. It was located in Västerås, Sweden and specialized in only women’s clothing. The store was just called Hennes then. Hennes means “hers” in Swedish. In 1964, Hennes opened its first store outside of Sweden, in Norway. In 1968, the company’s founder Erling Persson bought a hunting apparel retailer called Mauritz Widforss. Soon they would start to sell men’s and children's clothing. The name was changed to Hennes and Mauritz and today we have H&M. After the first store opened outside of Sweden in 1964, H&M started to expand more into Europe. Next was Denmark, Switzerland, Germany and the United Kingdom. In 1976, the first store outside of Scandinavia was opened in London. In 1998, online shopping became available for H&M. The company did not expand outside of Europe until 2000, when it came to the U.S. Today there are over 400 stores in the U.S. alone. Worldwide there are over 3,700 stores in 61 different countries and it is the second largest global retailer. H&M specializes in “fast fashion”. Fast fashion is a term used by fashion retailers to express that designs move from the catwalk quickly in order to capture current fashion trends. Fast fashion clothing collections are based...
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...All in the Family a show which aired from 1971-1983 was one of the most important and influential series that aired during the time frame mentioned above. This show did not shy away from addressing controversial or socially relevant issues. MASH (Mobile Army Surgical Hospital) aired from 1972-1983, this show was revolved around the 4077th MASH which was one of the surgical units stationed in Korea during the Korean War (1950-1953). The staff of a Korean War field hospital used humor to keep their sanity in the face of the horror of war. The issues that All in the Family addressed were religious, political, social and personal issues. Archie Bunker one of the main characters, was better known as a bigot, a prejudice blue collar backlasher against liberal and permissive values. He treated his wife Edith with no respect, always argued wit his daughter, and verbally assaulted his son-in-law. MASH addressed political and social issues. This show was mostly liberal and this show often criticized politicians who mired the United States in Vietnam (Davidson, Delay, Heyrman, Lytle, & Stoff pg. 932). Both All in the Family and MASH were condemned by the religious right because they believed that shows played a major role in corrupting the family values. Religious right considered the shows of the 1970s to being permissive, having positive portrayal of unmarried women, premarital sex along with drug use, profanity, homosexuality, nudity, violence and prejudices. The religious right was...
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...MASH The first thing I noticed was the awesome theme music. I remember seeing reruns of M*A*S*H as a kid and turning the channel immediately because the opening theme made it sound like a drama and not something funny. So when the lyrics of the song are sung at the beginning of the film it catches me off guard. “Suicide is painless”, is one of the stupidest lyrics I think I've ever heard but I think that was the point of director Robert Altman. I later did some research and found out the song was written by the director's 14 year old son. Something else I noticed right off the bat was how familiar a lot of the faces were but I couldn't put a name on any of them until the credits rolled, Donald Sutherland, Elliot Gould, and Robert Duvall being the most familiar. Up until a few years ago I had no idea M*A*S*H was a movie before it was a show. So when we were assigned the film I had expectations of seeing some of the cast members of the series. Apparently I was wrong because I didn't see any whatsoever. From what I've read, the show is based on the movie, and the movie is based on the book so all the characters are exactly the same. I have to say this. Hawkeye and Trapper John are now two of my favorite movie characters of all time. Sutherland and Gould played their respective parts so nonchalantly that you forget they're both actually trained surgeons in the middle of a very bloody war. I have to admit the zaniness of the film touched a bit too close to something I would...
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...differentperspective with regard to their responsibilities. More than most Weaver employees, Higgins has athorough understanding of Japanese culture and expectations and is able toidentify with the Japanese perspective. Prescott was notsensitive to the common Japanese tradition of lifetime employment(Moriguchi & Ono, 2 4), while Higgins did not discuss his concerns orplans with Prescott. Prescott takes acompany-centered view with an American emphasis while Higgins takes anemployee-centered view with a Japanese emphasis. The advantage to this approach is that it provides universal policiesaround the world so that as managers move from one country to another, theydo not have to learn an entirely new set of policies. ReferencesMoriguchi, C., & Ono, H. Prescott and Higgins appear to have diametrically opposed viewson how to implement U.S. LeonardPrescott, vice-president and general manager of Weaver-Yamazaki has workedin a variety of countries as well as the home office for Weaver; hisexecutive assistant, John Higgins, speaks fluent Japanese and is veryfamiliar with Japanese culture. personnel policies in Japan. Prescott views Weaver as an American company withoperations around the world, whether in India, the Philippines, Mexico,Japan or someplace else. He has worked in several different countries andhas presumably been successful at implementing American personnel policieswithout much adaptation to local culture. He has married a Japanese woman, traveled extensively in Japan,foregone his...
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...SAVONIA UNIVERSITY OF APPLIED SCIENCES UNIT OF BUSINESS AND ADMINISTRATION, KUOPIO THE IMPORTANCE OF STRATEGIC MANAGEMENT A case study of H&M Ding Huiru Business Administration Bachelor’s thesis International Business April 2011 2 SAVONIA UNIVERSITY OF APPLIED SCIENCES SAVONIA BUSINESS Degree Programme, option International Business Author(s) Ding Huiru Title of study The importance of strategic management, Case study of H&M Type of project Date Pages Thesis 27.4.2011 59+12 Supervisor(s) of study 1st Antti Iire 2nd Anneli Juutilainen Executive organization H&M in Kuopio,Finland Abstract Hennes & Mauritz (H&M) is a 100 billion Sweden company, engaged in designing and retailing of fashion apparel and accessories. The company offers a range of apparel, cosmetics, footwear and accessories for men, women, children and teenagers. H&M primarily operates in Europe, North America and Asia, and has a presence in over 38 countries. The company is headquartered in Stockholm, Sweden and employs approximately 87,000 people on a full-time basis. This thesis focused on the strategic management of H&M company. The main research problem was to make an in-depth analysis of its marketing strategy and how to implement it. The main research method was a qualitative research by analyzing their company data, annual reports and making interviews with the manager, staffs and customers in Kuopio shop. The thesis starts with a general introduction...
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