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Hm in Turkey Apparel

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H&M TURKIYE IN APPAREL (TURKEY)
Euromonitor International November 2011

H&M TURKIYE IN APPAREL (TURKEY)

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I

LIST OF CONTENTS AND TABLES
Strategic Direction ........................................................................................................................ 1 Key Facts ..................................................................................................................................... 1 Summary 1 H&M TURKIYE: Key Facts ........................................................................... 1 Company Background .................................................................................................................. 1 Production .................................................................................................................................... 1 Competitive Positioning ................................................................................................................ 1 Internet Strategy ........................................................................................................................... 2

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H&M TURKIYE IN APPAREL (TURKEY)

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H&M TURKIYE
STRATEGIC DIRECTION
 This Swedish retailing giant delayed its entrance into the Turkish apparel market until the recession was over, and opened its first outlets in the country in 2010. H&M plans to continue its penetration in the Turkish market by opening a small number of stores in those shopping malls that will most effectively help the company to reach its potential consumers.

KEY FACTS
Summary 1 H&M TURKIYE: Key Facts Full name of company: Address: Tel: Fax: www: Activities:
Source:

H&M Hennes & Mauritz Tekstil Ltd Sti Abdi Ipekçi Cad No 19-1, Kat 5, Nisantasi, Istanbul, Turkey +90 (212) 315 33 00 +90 (212) 315 33 30 www.hm.com/tr Apparel retailing

Euromonitor International from company reports, company research, trade press, trade sources

COMPANY BACKGROUND
 Since 1992, H&M has been holding a production office in Turkey, to carry put transactions with local suppliers. In 2010, H&M finally started its retail business in Turkey, as a subsidiary of H&M Europe.  H&M opened two stores in Istanbul, in November and December 2010. The company announced that it will open two additional stores, both in upscale shopping malls, in Istanbul in March 2010 and then spread to other metropolitan areas.  H&M has started to exercise strict control over its existing local suppliers to prevent its products from being sold through other channels.

PRODUCTION
 Though it does not own any production facilities in Turkey, H&M has a large number of suppliers in Turkey manufacturing for both local and international markets.

COMPETITIVE POSITIONING
 H&M offers a large variety of products in women’s outerwear, women’s underwear, swimwear, nightwear, and clothing accessories.

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H&M TURKIYE IN APPAREL (TURKEY)

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INTERNET STRATEGY
 H&M has a dedicated section for Turkish consumers in its global website. It does not have an online shop for Turkish consumers; online sales would become available only after the company establishes its retail presence in metropolitan centres.

© Euromonitor International

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