QIRJAKO FRENKI

M1 IBR
IBIKUNLE KOUDY
VETE ELISE 2020 - 2021
COELHO CHLOÉ
REBELLES MANON DIGITAL MARKETING
 H&M: Overview!

HISTORY & STATS

It was founded in 1947, in Sweden. H&M is the
second largest retailer in the world. Physically it is
present in 74 countries and online in 33.

NUMEROUS BRANDS
It includes COS, Monki, Weekday, H&M Home, Arket.
Together, the brands offer customers a wealth of
styles and trends in fashion, beauty accessories, home
wear.

COLLAB: DESIGNERS & CELEBS

It was founded in 1947, in Sweden. H&M is the
second largest retailer in the world. Physically it
is present in 74 countries and online in 33.

COMPETITORS
Its most direct competitor it is no doubt, the
Spanish giant Zara. Uniqlo, Gap, ASOS & Stradivarius
are also strong actors.
Mix Marketing: Product 👔
- WIDE RANGE: MEN, WOMEN, CHILDREN AND
HOME FURNITURE


- BASICS AND SIMPLE PRODUCTS


- SEASONAL CLOTHES


- REASONABLE QUALITY


- INNOVATION ALL THE TIME


- UNIQUE SELLING POINT (USP): AFFORDABLE

TRENDY CLOTHES


- USE OF TWITTER TO SHOWCASE ITS PRODUCTS

AND BRANDS 


- CONSTANT UPDATE OF THE PRODUCTS ON THE

WEBSITES

Mix Marketing: Price 💰

- Reasonable and Affordable: Cost - up Pricing

- Brand able to launch several new product lines at
regular intervals
- High Competitive Advantage
- Example: dress for celebrations
- Special discounts for online shopping.
Mix Marketing: Promotion 📸
- All our marketing is part of the shopping experience,
aiming to guide and inspire customers to find the
right fashion products both in our stores and
online.”

- Social media: 34M on IG, 8.4M on TW, 37M of on FB

- Celebrity endorsements: Beyoncé, David Beckham,

Lana Del Rey, Katy Perry….

- Influencer marketing: brand reached 12M

consumers through four sponsored videos.

- Exclusive collection with famous creators: Balmain,

Alexander Wang, Versace.

- E-mailing with special offers

- iPhone App launched in 2010
- Promotion: 3.5% of turnover = 875 MLN USD🤑
Mix Marketing: Place 🏡

- 5’076 stores in 69 countries

- Always selecting the most populous or notorious places in the cities.
- It is still the major mode of distribution channels: Streamline
- 250 stores will be closed and attention will be given to online sales.
- Online websites: 14.5% of the activity in 2018
- Improvements are made for more flexible delivery & payment options
Positioning
Expensive

Basic Trend

Cheap
- Fast Fashion
- Up to date fashion
- Affordability
- Uniform Global Brand
- Celebrity Endorsements
- Tailored ads as per locations & demographic segments
Mix Marketing: Physical Evidence & People

Anti
Discrimin 120’000
Facility atory employees
Exterior WW

Facility 71% of
management
Interior are women Wide
H&M Target
Magazine Group
Customer Experience
Multichannel
Digital Signals &
Physical Assistance
Digital signals are used in
store for a more intuitive
shopping experience (virtual
mirror in Times Square for
example).
The staff welcoming and
available for physical
assistance
Innovation &
Tech
Enhancing Customer
Experience
Constant development of the
app: AI to adapt suggestions
to customer preferences,
express delivery for users of
the app, click and collect,
scan and buy
Flexible Service
adapted to fast
demand
Digital Signals &
Physical Assistance
Services such as online
returns in store.
Surprising Customers with
ephemeral installations:
immersive tech:
Copenhague Fashion
summit.
Customer Experience
Exclusive offer
online only

Not available in
physical shops Social Media at
It consists in temporary the of CE
collections, outlets,
candles, Christmas /
Halloween / Easter
Editions.

Direct interaction &

inclusion
It consists in engaging the customers by
treating them as brand ambassadors,
resharing their pictures with H&M clothing in
the official H&M account. They also conduct
display of products, major giveaways and
contests.
 Organizations

New Business Tech Communication

Alan Boheme and Daniel Claesson, Employee communication
respectively the CTO and CPO, will platform since 2018: chat, manage
be co - leading the new their task from one system and
organization Business Tech improving so efficiency and
fastening decision making process.

Towards Digitalization Digital training

Consists in certified training
There is a deep focus on the
developed with Cross Knowledge
Advanced Analytics & AI with Arti
called blended learning

Zeghami. Morten Halvorsen for IT
in the management department

Cloud Infrastructure
HR practises have evolved. They are
becoming more flexible and gong towards
hiring devOPS and software engineers with
a background in Data management,
Analytics, AI and cloud infrastructure.
 Processes
Automatization
Automatization of warehouses and
logistics hubs, RFID tagging, delivery
solutions, and advanced analytics
 more in their digital platform to
Supply Chain
H&M has incorporated algorithms in
their supply chain to improve product
cycles, inventory optimization &
customized fashion
Online Delivery
Where orders are received in a
computer system and based on these
orders, the relevant product from the
inventory is shipped to the delivery
service provider

The 10%
In order to stimulate and grow its
online presence, is offering 10% off
every product if you open an online
account
Data & Cookies
H&M is using customer’s data and
check where customers click on
predict trends.
Voice APP
One of the first voice applications to
ever be released within the fashion-and
interior segment. They’re developing
unique creation of high definition
human holograms in Augmented
Reality.

Real Time Big Data
H&M analyzes every aspect of their
supply chain from product design to
manufacturing to distribution
through digital communication
across the supply chain, by using big
data and analytics

 Our Recommendation Pack
Collaborations
Pic celebrities and designers that are
in line with the eco - friendly
responsible values for partnerships
Extend Digital Coverage
Make the H&M app available in more
countries
Improve Websites
Improve the navigation, make
purchasing easier with a suggestion
and intuitive actions. Explain
shipping better before the payment.
Open a chat box
Increase Bandwidth
Digital & Personalized
Offer
Create an offer in which customers
can create their own online persona
and dress it up however they want.
This enforces customer loyalty and
enhances customer engagement.
Link Building
It distributes the company’s content to a
broader audience while driving traffic
back to H&M websites. It is a search
engine opemizaeon. A useful tool to do
this is Google Analyecs.
Online Returns
Develop online returns in stores and
click & collect in all brands of the
group: for instance it doesn’t exist at
COS.
Train: Digital
H&M already has a lot of softwares and tool
that promote automation and digitalization.
The next step is to set up training and
further evolution of its employees regarding
these softwares
Risk Management & IT
Focus
THE END
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