H&M Case Summary

H&M is clothing store with markets across the globe in Asia, Europe, Middle East & North
Africa and North America, it has around 2600 stores and consists of 5 individual brands such
as H&M, COS, Monki, Weekday and Cheap Monkey.

H&M has wide range of target audience from infants, young adults, to working and retired
individuals and makes sure stores have a variety of styles to cater to all target audience.

The value proposition of H&M is to give the customer unbeatable value by offering fashion
and value at the best price.

H&M aims to increase brand awareness by keeping their customers engaged and remains
relevant in the fashion world by being active on their Twitter, Facebook and YouTube
accounts, this also helps in keeping their customers updated with the new trends and ideas.

H&M invests in promotion and internet marketing as well to keep its brand relevant.
Weekly promotions are carried out in-stores and online through contests in the company’s
Social media handles.

H&M have a digital strategy in place to which will be targeted to men and women who are
in the ages between 50-75 years old. The aim of the strategy is to increase the awareness of
H&M amongst this target audience as they are more brand loyal to clothing stores such as
JCPenney’s, Macy’s, and Sears. The aim to achieve this through a fashion show “From new,
to Old which will take place in areas with high volume of individuals who are in the age
group of 50-75 years old.

The intent of this fashion show is to create more brand loyalists, increase awareness of the
brand and the overall success of the company.