You are on page 1of 7


Head Office

H & M Hennes & Mauritz AB

Mster Samuelsgatan 46A
SE-106 38 Stockholm

le 0




s Fall 2

Table of Contents
About H&M
business concept&sustainablility
From Idea to Store
Design & production processes
Fashion for All
Collections & Online Shopping
History of H&M

page 2
page 3-4
page 5
page 6

H & M Hennes & Mauritz AB

57769 Main St.
Phone: 559.647.7892
Berkley, CA 98657
Fax: 559.647.7895
Compiled By: Jarred Tyson, Eric Blakeway,
Grace Scofield, & Katie Reichert

About H&M
Our Business Concept
Fashion and quality at the best
price: Our business concept
is to offer fashion and quality
at the best price.H&M should
always have the best customer
in each
and every
We offer
that are
wide-ranging and varied for
women, men, teenagers and

buys products from

independent suppliers
that are close longterm partners of H&M.
We work to bring about
long-term improvement
for people and the

Our business concept

is to offer fashion and
quality at the best price.

To us, design, quality and

sustainability are not a question
of price: we should always
offer inspiring fashion with
unbeatable value for money.
Quality is a central topic, from
initial idea to final product. It is
our aim to always exceed our
customers expectations on
We ensure the best price by:
in-house design
no middlemen
large purchasing volumes
buying the right products
from the right markets
efficient logistics
cost-consciousness in all
parts of the organisation
An important element of our
strong offering is that H&M
should be the more sustainable
choice. Considerable resources
are devoted to increasing
sustainability.H&M does not
own factories, but instead

environment in the
supply chain, the
garment lifecycle and
the communities in
which we are active.

We have made it easy for you

to find the conscious fashion in
our stores all our Conscious
garments have the green hang
tag. By working together with
We want to make conscious
you our customers and the
choices in fashion desirable and rest of our industry, we can get
easily accessible for as many
to a better fashion future faster.
Were committed
changing the
We want to make conscious to
way we make, use
choices in fashion and dispose of
our clothes. Of the
people as possible. The right
thousands of tonnes of textiles
choice should be an easy and
that people throw away every
attractive one. Piece by piece
year, as much as 95% could be
this will reduce the impacts
re-worn or recycled.
that fashion has on the planet.
Cotton is the raw material we
There are some exciting
use the most. Our aim is for
new materials that will have
all cotton in our range to come
an important role to play in
from more sustainable sources
achieving this change. Thats
by 2020.
because many of them use
A better fashion future is closer
fewer resources to make, and
than you think. One reason
last for a really long time. But
for that is our ongoing support
theres also a lot we can do to
of new materials and clothesimprove our current system.
making techniques.
Conscious materials for a
more sustainable fashion

Design Process
Fashion, quality and sustainability all at the core of our design
H&Ms design department employs 160 in-house designers
and 100 pattern makers, as well
as several design assistants and
print designers. Working from our
Head Office in Stockholm, they
create H&Ms wide-ranging and
varied collections.
The team is large and diverse,
representing different age groups
and nationalities who draw
inspiration from every corner
of the globe and a wide variety
of sources. From art, cinema,
maga-zines and music to street
fashion, trade shows and trend
All these influences are then
filtered into constantly updated collections full of inspiring
fashion at unbeatable value for
money. Men, women, teenagers
and children should always find
something just for them at H&M
whatever their taste or style.
Our design process is about
striking the right balance between fashion, quality and the
best price. And it always involves
sustainability awareness, that
means a strong consideration

for both people and the environment, all the way from the
sketch book to the customer.
Planning and buying
The right mix of modern basics, current fashion and the
very latest trends.
H&M should always have the
best customer offering in every
market, which means that
each store has to stock the
right pieces a varied range
that inspires customers to both
browse and shop.
Each of our concept teams
consists of designers, buyers,
assistants, pattern makers, a
section manager and a controller, who are together responsible for producing just the right
mix of garments, accessories
and other products. Team
members are all knowledgeable when it comes to fashion
and trends, and keep up to
date with H&M customers and
their interests.
Flexible assortment planning
ensures that each stores
selection feels updated, on
trend and relevant to its customers every day of the year.
Different factors determine the

final composition of merchandise. Figures for past seasons

are combined with analysis of
up-coming trends, colours and
Demographics and geography
also influence the distribution of
products: high-fashion garments
produced in limited quantities
are sold mainly in big cities
while basics are ordered in
larger volumes and more widely

Distribution and Logistics

Efficient logistics and greener
transport make sure the latest
trends and the right basics are
always available in stores at
the best price and with minimum
impact on the environment.

From Idea to Store

Efficient flows

suppliers manufacture
our products and
generally source fabrics
and other components

H&M is both importer and

retailer, and we make careful
choices regarding every
transport link in the supply chain
from factory to store.
Customers must
feel confident that
Efficient flows and costeverything they buy
consciousness at every stage
at H&M is designed,
are crucial to our success.
produced and
These factors ensure that the
distributed with the
right goods end up in the right
greatest consideration
quantity for each store and at for people and the
the best price for customers.
environment. We work
closely with long-term
The greater part of shipments
partners and invest
from the suppliers factories
significant resources
goes directly to logistic centres
in our sustainability
in our markets, which support
work in the supply
stores in their geographic
chain. We contribute
vicinity independently of
to over a million jobs in
national borders. Further, stores the sourcing countries
do not have back up stocks,
where we also work
but are replenished as required actively to promote
We work with long-term partfrom the distribution centres.
lasting improvement. of
Around 90 percent of all
working conditions
ners and invest significant
transports is by rail or sea.
The H&M production
resources in our sustain
offices located in our
Production Process
sourcing markets are the ability work in the supply
H&M doesnt own any factories, main point of contact for
instead we work with around
the local suppliers, han900 independent suppliers
dling timing and practical
who are close, long-term
aspects of all orders.
our long term goals that we
are working towards of being
We have a team of around
more sustainable and joining
We work with long-term
80 people who audit working
in the environmental fight. Our
partners and invest significant
conditions at supplier factories
companies demographics and
resources in our sustainability
against our Code of Conduct.
geography also influence the
work in the supply chain.H&M
The production offices also
distribution of products: highdoes not own any factories;
perform extensive safety and
fashion garments produced in
our products are sourced from
quality testing as well as ensuring limited quantities are sold mainly in
independent suppliers, mainly
chemical requirements are met.
big cities while basics are ordered.
in Europe and Asia. These
This also helps us to achieve

Fashion for All


H&M Kids offers children everything from supercool jeans to pretty dresses, in sizes from baby
to 14 years. H&M childrens clothing should be
fashionable and comfortable and is always carefully tested to ensure it meets strict requirements
for quality, function, safety and sustainability. Kids
fashions must be soft on the skin, yet designed to
withstand lively play and rigorous washing.



Men looking to create contemporary, flexible

wardrobes should always find what they need at
H&M. The collection offers smart suits and shirts
for work and festive occasions, easy everyday
favourites, sports clothing, shoes and accessories.
The collection includes the latest trends, tailored
classics and comfortable leisurewear.


H&Ms fashion for women is the largest of the

collections. It comprises everything from the latest
must-haves to updated fashion classics. From
casual daywear to amazing party dresses, via relaxed leisure separates, high performance sportswear and contemporary maternity apparel its all

Fashion-conscious young men and women flock

to H&M for up-to-the minute, functional clothing
and accessories at Divided, covering the spectrum from relaxed basics with sporty influences to
eye-catching party outfits that will please fashionistas of every age.



The first store opens in Vsters, Sweden,

selling womens clothing. The store is called

H&M initiates designer collaborations starting with Karl Lagerfeld. More collaborations
follow with Stella McCartney, Viktor &
Rolf, Madonna, Jimmy Choo & more.













The first store outside Sweden opens in


A major expansion of online and catalogue

sales begins with the Netherlands as the first
market outside the Nordic region. The first
stores in the Middle East open via franchise.

Founder buys Mauritz Widforss, a hunting

and fishing equipment store. Sales of mens
and childrens clothing begin. The name is
changed to Hennes & Mauritz.

The first Asian stores open in Hong Kong

and Shanghai. In the same year, the new concept store COS is launched. The expansion
of online and catalogue sales continues.

H&M is listed on the Stockholm Stock Exchange. The first store outside Scandinavia
opens in London, in the UK.

A major expansion of online and catalogue

sales begins with the Netherlands as the first
market outside the Nordic region. The first
stores in the Middle East open via franchise.

Stores open in Germany and the Netherlands. H&M acquires the mail order company Rowells.

The first H&M stores in Russia open. Beijing also gets its first H&M and Lebanon
becomes a new franchise market. H&M
Home is launched.

Progress continues in Europe with the

opening of the first store in France in 1998.
Newspaper and magazine advertising is complemented by outdoor advertising. In 1998
H&M online shopping begins.

H&M opens 5 new stores including Bulgaria

& Mexico. COS opens 6 new stores including in Italy and Hong Kong. The Monki
brand grows in China and Weekday opens in
the Netherlands.
The first H&M store in the southern hemisphere opens in Chile. Indonesia becomes
a new franchise market. H&M introduces
online shopping in the US. A global clothing
collecting initiative starts in selected stores.

The first store opens in Vsters, Sweden,

selling womens clothing. The store is called