BRAND IDENTITY OF H&M

I) Physique
Physique is the set of the brand’s physical features, which are evoked in people’s
minds when the brand name is mentioned. H&M offers fashion with high attention
to quality to everyone. A strong brand delivers a clear, credible and memorable
message. It connects with its intended audience at an emotional level. It motivates
buyers and reinforces their loyalty. H&M accomplishes this through its many
different elements in branding. Firstly, the name H&M stands for H&M stands for
Hennes & Mauritz. By using H&M, it keeps it simple and yet a bit mysterious since
they are just letters, not full names. The logo itself is also simple, consisting of two
red letters H and M, both red with “&” sign in between them. It is easily identifiable
and has led to be one of the most significant trademarks in the fashion industry.
II) Relationship
For H&M, the relationship with its customers is much more functional. This is
because it must be sure to make its design more appealing and attractive due to
offering the best prices for its customers. Therefore, H&M provides the wide variety
of products, in terms of the length and depth of its collection. H&M tries to let its
customers have an image that it is a brand focusing on stylish designs with good
quality at the affordable prices. In fact, H&M’s prices are lower than ZARA’s
because it provides its products to all people who want to be fashionable without
any scruple about the prices. H&M has a mission that it is possible for everyone to
find his or her own dressing style in its collection.

III) Reflection
Of all ages and from all around the world, customers have different styles, dreams,
and expectations, and are increasingly aware in their fashion choices; they are a
source of continuous inspiration. H&M strives always to be attentive and to offer
the best combination of fashion, quality and price. H&M is committed to always
delivering fashion and quality at the best price. The customer is always the focus,
from the design process to the shopping experience. Understanding and meeting the
customers’ needs is at the core of everything they do

IV) Personality
They are constantly pushing their business concept “Fashion and quality at the best
price”. This idea is found almost everywhere, from websites to stores. The message
itself is attractive for consumers as well, because it guarantees low prices that are
quiet appealing. They stay true to this concept and this is important for brand
messaging. The celebrity association that the brand uses is not just in their ads, but
who actually voluntarily wear their Conscious line makes a huge statement about
affordability and status. H&M then combines status, luxury and affordability into
one – creating a new kind of concept that breaks the paradigm of celebrity wealth
and expensive fashion. Now, anyone can have a status without needing the wealth
because the clothes are attainable. H&M is trying to change behaviours in terms of
how people view and consume fashion. Their advertisements are modern,
constantly up to date with the latest celebrities and trends so they try to shape a
 ‘cool’ identity with their community. There is a sense of motion in their ads – with
a congruity and integration of the prices. They are creating a new reality where you
can wear a designer brand at an affordable price.

V) Culture
The fashion that H&M provides will be mainly focusing Norwegian styles to
attracts their customers in worldwide. H&M believes that their values guide their
actions in their daily work along with their policies and guidelines. H&M's values
are called “the H&M spirit”. They emphasize that their values are consistent of the
following: "We believe in people, We are one team, Constant improvement,
Straightforward and open-minded, Entrepreneurial spirit, and in all we do,
sustainability is a natural part". These values ensure a workplace in which the
decision paths are short, where everyone works together at a fast pace, and where
everyone can rely on each other’s knowledge and abilities. H&M has strong values
based on fundamental respect for the individual and belief in each person’s ability
to show initiative. Together, over 104,000 employees form a design driven, creative
and responsible global fashion company with a passion for fashion and an ambition
to always exceed customer expectations. A drive for constant improvement is also
part of the H&M spirit that has existed since the first store opened in 1947. H&M
believes these values should be regarded as a support, something to strengthen them
and use in their everyday work.

VI) Self-Image
H&M want their customers to feel confident they are getting the best possible deal
when shopping at H&M. Also, they have strong beliefs in sustainability.
Considerable resources are devoted to increasing sustainability at H&M. H&M
does not own factories, but instead buys products from independent suppliers and
works to bring about long-term improvements for people and the environment – in
the supply chain, the garment lifecycle and the communities in which H&M is
active. H&M Conscious is the name of H&M’s work for a more sustainable fashion
future. H&M’s vision is for all its operations to be run in a way that is economically,
socially and environmentally sustainable. For this reason sustainability work is not
a separate activity – it is included in every aspect of the business. In addition to
sourcing the right product from the right market, other factors contribute to ensuring
the best price in store: in- house design, no middlemen, large purchasing volumes,
efficient logistics and cost- consciousness at every stage. Efficient decision -making
and flexible assortment planning ensure that the product range is always adapted to
the latest trends and customer expectations.
SWOT ANALYSIS OF H&M