HISTORICAL BACKGROUND

● Erling Person founded H&M in 1947

● He opened the first store in Västerås, Sweden
● It was called Hennes, meaning “hers” in Swedish
● In the 1950s and 1960s, the chain expanded steadily,
before becoming Hennes & Mauritz in 1968.
● From ‘Hennes’ to ‘Hennes & Mauritz’ when Erling
Persson bought the hunting and fishing store that
Mauritz Widforss had in Stockholm, including a stock of
men’s clothing

● In May 2020, Stefan Persson stepped

down as chairman after 22 years in the
role. Later on, Helena Helmersson took
over the role of CEO of the Swedish
fast-fashion company from founding
family heir Karl-Johan Persson who is
now the current chairman

● H&M Group has been launched across

the globe, continuously making amazing
progress. Today, the group offers the
world fashion and design in an
interesting and manageable manner.
 MISSION
“To drive long-lasting positive change and improve
living conditions by investing in people,
communities, and innovative ideas.”
VISION

“To lead the change towards circular and

renewable fashion while being a fair and
equal company.”

Sustainability Vision

“To lead the change towards a sustainable fashion

industry based on a fully circular approach and
using only renewable energy.”
COMPANY GOALS AND OBJECTIVES
FOR ENVIRONMENT
Goal

As a feature of its organizational culture, H&M has drawn

out an objective of feasible commitment and has faith in
making the best choices while staying profitable (H&M
group, 2021.).

Objectives
● Cutting electricity use in stores

The H&M group has set its own energy consumption policy
in 2017: a 25% cut in power use in the stores – per square
meter and opening hour.

● More sustainable cotton

Another significant practice they have is that 100% of the
cotton utilized by H&M brands come from sustainable
sources.
● Environmentally-friendly
Since 2013, clients have had the option to acquire old
apparel and home materials to H&M stores all around the
world for reuse or recycling as H&M accepts any brand and
in any condition.
FOR CUSTOMERS AND SUPPLIERS
Goal

H&M aims to be an active contributor in caring for the environment —

from a clothing’s life cycle inside and outside the company’s operations
— as well as its suppliers while accomplishing the most significant level
of value, style, and satisfying clients to build up a positive chain of
qualities (H&M group, 2021).

Objectives
● Fashion and quality at the best price
The company also strives to understand and address clients’
demands by offering style with high regards to quality.

● Inspiring Consumers

H&M tells its consumers that the best way to care for their clothes is to
look after both the garment and the environment.

● Openness and Strategy

The H&M Group is a proud member of the Sustainable Apparel Coalition

– an organization that, in addition to other things, is developing the Higg
Index, an evaluation device that measures both social and ecological
manageability.
FOR CUSTOMERS AND SUPPLIERS

● The H&M Code

H&M does not own any factories, but rather, it purchases items from its
providers, fundamentally in Asia and Europe. This is their way to attain a
climate positive value chain. Additionally, it guarantees their consistency
with the Code of Conduct and Code of Ethics that H&M has (H&M way,
2021).

● Striving for Sustainability

The company invests heavily in maintaining all its business operations in

a way that is economically, socially, and environmentally sustainable.
 FOR EMPLOYEES
Goal

While having the customers’ well-being as a primary concern is vital all the
time, H&M also considers encouraging the employee’s aspirations as a
must (H&M group, 2021).

Objectives

● Fair Living Wages

The H&M Group’s worldwide structure is concurrent with the trade unions,
IndustriALL and IF Metall.

● Teamwork and Leadership

Alongside upholding values and leading by example, teamwork is also

important to H&M and is part of their culture.

● Health and Safety

H&M manages renewable and pleasant work spaces in all its business
operations and procedures ensure that every employee is surrounded by a
protected work environment.
 FOR EMPLOYEES

● Striving for Sustainability

Sustainability is an indispensable part of H&M’s entire operation. It is a

common obligation of everybody working at H&M, where everybody’s
endeavors [must] induce change (H&M, 2021).
PRIMARY STAKEHOLDERS
 The collaboration of H&M with its primary stakeholders has grown more vital to their
sustainability activities over the years. It has been crucial throughout this strategy and goal-
setting process, and it will be critical in accomplishing their vision in the next months and years.
As the brand recognizes this complexity that allows them to tackle these challenges holistically
and collectively, they are able to generate a systemic change.

One of the reasons why this company became known all over the world are their primary
stakeholders: customers, employees, communities, business partners, industry peers, investors
and Non-governmental Organizations (NGOs), Intergovernmental Organizations (IGOs), and
other experts.
● Customers
● Employee
● Business Partners
● Industry Peers
● NGO, IGO and other Experts
● Investors
 BUSINESS
CUSTOMERS EMPLOYEES PARTNERS
• In-store customer • Have an open door • Close relations and
interactions. policy, encouraging constant dialogue with
• Customer service in constant feedback their business partners
various channels • Individual through their local
• Social media performance reviews presence with offices in
engagement and dialogue talks all major production
• Market research • Day-to-day locations
• Public relations and leadership and • Anonymously surveys
marketing teamwork training suppliers
• Internal • Supplier Relations
communication Management system
channels • Individual meetings,
• Workplace performance reviews
representation and joint capacity
and/or union planning
representation in • SIPP supplier
many markets assessment
programme
• Training modules and
capacity building
 INDUSTRY
PEERS
• Multi-stakeholder initiatives
such as the Ethical Trading
Initiative (ETI),
• Sustainable Apparel
Coalition (SAC), and Better
Cotton Initiative (bCI).
• Various regional and local
initiatives such as Sector
Roundtables
• Different forms of pre-
competitive collaboration
• Individual meetings and
dialogues
• External meetings or
conferences
• Specific events such as
their 2019 “Change Makers
Lab”
• Annual anonymous
stakeholder survey
NGOS, IGOS,
AND EXPERTS INVESTORS
• Formal partnerships • Annual General Meeting
• Implementation • Annual reports (financial
partnerships and sustainability), quarterly
• Yearly stakeholder survey reports and related press
• Direct dialogue on global or and telephone conferences.
local level • Individual meetings and
• Multi-stakeholder initiatives. calls.
• Input to strategy • External meetings and
developments. conferences. - Specific
• External meetings and events such as 2019
conferences. "Change Makers Lab".
• Annual anonymous • Annual anonymous
stakeholder survey stakeholder survey
PRODUCTS SERVICES
From back-to-back global campaigns and seasonal collections that center on
echoing the company’s sustainability initiatives, H&M offers a variety of
everyday pieces and formal wear to anyone and everyone.
H&M Conscious: “Bring It” (2012-)
H&M’s first venture toward promoting their sustainability initiatives.

A recycling scheme that encourages more shoppers to donate unwanted items of clothing from any brand and in any
condition, in exchange for a 15% discount coupon

Introduced to the Philippines in 2015 and immediately collected 2.3 tons of recycled garments, amounting to an
estimation of 10,000 t-shirts.
 FASHION COLLECTIONFASHION COLLECTIONFASHION

FASHION COLLECTION FAS

FASHION COLLECTION FAS

FASHION COLLECTION
SEASONAL, MICROSEASONAL
LTD Collection (modest clothing)

Treasure Forever Collection

H&M Conscious Collection Heat Up Tech Collection Science Story Collection

WOMENS’ COLLECTION
H&M’s women’s clothing section provides a diverse range
of fashion for all ages, with a focus on quality and price.
They have it all from the current fashion trends to
redesigned classics, best basics, dazzling party attire,
and maternity clothes.

They have something for every type of woman, rainy or

dry season, traveling to the beach or mountains,
feminine-masculine style or kikay, for office or for
vacation. Women can choose from the different style,
sizes, colors, patterns, and fabric of their dresses, tops,
shirts & blouses, basics, sportswear, swimwear &
beachwear, shorts, skirts, trousers, jeans, nightwear &
loungewear, lingerie, sweatshirts & hoodies, cardigans &
jumpers, jumpsuits & rompers, knitwear, blazers, jackets
& coats depending on their preference. Aside from that,
the women’s section at H&M also offers socks & tights,
accessories, and shoes.

Customers can also shop by category, classified under

women’s party wear, ladies’ fancy dress costumes,
ladies’ casual wear, women’s workwear and suits, and
women’s loungewear.
• DRESSES
• WOMEN'S TOPS
• SHIRTS & BLOUSES FOR WOMEN
• WOMEN'S BASICS
• GYM CLOTHES FOR WOMEN
• WOMEN'S SWIMWEAR & BEACHWEAR
• WOMEN'S SHORTS
• SKIRTS
• PANTS FOR WOMEN
• WOMEN'S NIGHTWEAR &
LOUNGEWEAR
• WOMEN'S LINGERIE
• SOCKS AND TIGHTS
• WOMEN'S ACCESSORIES
• SHOES FOR WOMEN
• WOMEN'S HOODIES
• CARDIGANS & JUMPERS FOR WOMEN
• JUMPSUITS & ROMPERS FOR WOMEN
• WOMEN'S KNITWEAR
• WOMEN'S BLAZERS
• JACKETS & COATS FOR WOMEN
• PREMIUM SELECTION FOR WOMEN
• WOMEN'S PLUS SIZE CLOTHING
• MATERNITY CLOTHES
• Y2K FASHION
MENS COLLECTION
H&M’s men’s collection includes a wide range of options,
including stylish clothing, casual wear, basics, workwear,
and more. People can also browse by concept, such as
modern classic, divided, casual clothing, and basics.

This line also contains multipacks of clothing and

undergarments, such as two-pack t-shirts, three-pack
trunks, two-pack vest tops, and so on. They also sell
multipacks — socks 3 for 2 — in which you buy two pairs
of socks and receive a third pair for free.

This collection also contains the MUSIC, MOVIES, &

LOGOS category, in which they create t-shirts, sweaters,
and other items featuring and inspired by music, movies,
and logos such as NASA, MTV, Rick and Morty, Billie
Eilish, and others.
• MEN'S T-SHIRTS & VESTS
• BASICS
• MEN'S SHORTS
• MEN'S PANTS
• SHIRTS FOR MEN
• HOODIES & SWEATSHIRTS FOR MEN
• MEN'S SPORTSWEAR & GYM
CLOTHES
• MEN'S NIGHTWEAR & LOUNGEWEAR
• MEN'S JEANS
• MEN'S SWIM SHORTS
• MEN'S UNDERWEAR
• MEN'S SOCKS
• MEN'S SUITS & BLAZERS
• MEN'S JACKETS & COATS
• CARDIGANS & JUMPERS
• EXTENDED SIZES
• PREMIUM SELECTION FOR MEN
CARE PRODUCTS
 CARE PRODUCTS
CARE PRODUCTS
CARE PRODUCTS

H&M’s care products contain everything if

anyone needs to mend, refresh, and
reconstruct any wardrobe to keep it in good
shape. Clothes rollers, detergents, fabric
freshener sprays, fabric markers,
haberdashery, patches, shoe cleaners, and
washing machine cleansers are all included in
this category.

CARE PRODUCTS
CARE PRODUCTS
CARE PRODUCTS
KIDS’ COLLECTION
 GIRLS COLLECTION
GIRLS COLLECTION
GIRLS COLLECTION

• Girls’ Clothes
• Girls’ Outdoor Clothing
• Accessories for Girls
• Girls’ Shoes
• Fancy Dress for Girls & Boys

GIRLS COLLECTION
GIRLS COLLECTION
GIRLS COLLECTION
 BOYS COLLECTION
BOYS COLLECTION
BOYS COLLECTION

• Boys’ Clothes
• Boys’ Outdoor Clothing
• Accessories for Boys
• Boys’ Shoes
• Fancy Dress for Girls & Boys

BOYS COLLECTION
BOYS COLLECTION
BOYS COLLECTION
BABIES’ COLLECTION
 BABIES’ COLLECTION
BABIES’ COLLECTION
BABIES’ COLLECTION

• Newborn Baby Clothes

• Newborn Accessories
• Newborn Outerwear
• Newborn Shoes
• Baby Girls’ and Boys’ Fancy Dress
Costumes
• The Character Shop

BABIES’ COLLECTION
BABIES’ COLLECTION
BABIES’ COLLECTION
DIVIDED
 According to the spokesman of
H&M, the brand started making this
adjustment in late 2017 for the H&M
Divided collection, when they
adjusted their XS-XXL sizing by one
standard deviation (meaning if you
were a medium, you are now a
small) and added size XXS to make
up the gap (Weiner, 2018). This
collection is ideal for petite women
and those with smaller figures.
COLLABORATIONS
H&M x MOSCHINO MORRIS & CO x H&M NETFLIX’S SEX EDUCATION x H&M
BLACKPINK merch H&M x HARRY POTTER A FIERCE AND FEMININE COLLECTION:
ZARA LARSSON x H&M
TARGET MARKET
H&M’s targeting is directed towards young women, specifically aged 20 to 34 years old, despite its huge and diverse
collection of apparel and accessories. The reasoning for this is because these women are up-to-date and trendy
when it comes to style. Not only do they shop for themselves, but also for people around them such as friends and
family, an example being a woman in her late 20s buying her husband some new clothing.

The H&M cluster is one of the world’s top fashion companies. H&M hopes to inspire fashion enthusiasts and
consumers globally to dress their individual style, hence, their target market is very broad due to their extensive
product portfolio. As such, the group surveyed 50 people (all H&M customers) at random the questions that as
follows:
1. Age
2. What products do you usually purchase from H&M?
3. How often do you shop at H&M?
4. What section of the store do you usually visit?
5. How did you become aware of the brand, H&M?
6. When you hear the store's name, H&M, what comes first to your mind?
7. Do you think the products are worth their prices?
8. Referring to your answer on no. 6, why or why not?
9. Why do you choose to purchase from H&M? (You may provide 1 to 3 responses.)

A mix of demographic and psychographics questions were used in the survey provided. Based on the survey, H&M
will be targeting the younger generation, particularly between the ages of eighteen to forty years. The firm is targeting
females between the ages of seventeen to twenty-five years. They also focus on younger males between the ages of
eighteen and thirty years.
 AGE
96% of the respondents belong to the 18-24 age group, while 2% belong to the 25-34 age
group, and another 2% are under 18 years old. H&M’s strategy and business model must have
been effective in the 18-24 age group as it comprises the majority of its consumers.

The fast fashion business model seems to be the foundation to H&M’s and its competitors’
success, including Zara and Forever 21 (Tun, 2021). Fast fashion is based on moving a high
number of items from the designer table to the showroom floor in the shortest amount of time
and at the lowest possible cost. Their items are stylish and inexpensive, bordering on temporary,
and are aimed at youthful, fashion-conscious metropolitan consumers (Tun, 2021).
SWOT ANALYSIS
 INTERNAL WEAKNESSES
INTERNAL STRENGTHS
1. Showcases a wide variety of selections for diverse
1. Exhibits lack of originality in designs and curation
audiences
2. Price outweighs quality
2. Establishes a distinct identity with strong brand recall
3. Is riddled with controversies
and retention
3. Propagates corporate social responsibility (CSR) 4. Is mired with ethical issues and concerns ...ranging
from working conditions, workers’ welfare and rights, to
efforts through the strategic crafting of marketing
their vowed sustainability
messages (i.e. press release)
5. Maintains overdependence on outsourcing
4. Vows toward ethical and environmental sustainability
5. Exhibits exponential market growth while securing a
stable footing in the global market
6. Is future-forward
EXTERNAL OPPORTUNITIES

EXTERNAL THREATS
1. Assimilate into emerging market trends in existing
1. Financial slump brought about by the pandemic
operations and expansion 2. E-commerce and the rise of small businesses
2. Take steps toward improving and solidifying online 3. Increasing awareness and protest against fast
presence in the E-commerce market fashion and corporate greenwashing
3. Take steps toward improving visibility 4. Fierce, increased competition in the retail industry
and promotion of sustainability initiatives
ORGANIZATION/CORPORATE CULTURE
“Organizational culture is the sum of values and rituals which serve as
a glue to integrate the members of the organization.”
–Richard Perrin
LUES AND PRINCIPLES

the H&M way

● inclusive workplace
● respect, dignity, and honesty
● collaboration and teamwork
● keeping it simple
● constant improvement
● sustainability is everyone’s responsibility
● Code of Ethics to remain an ethical brand
COMPETITIVE ADVANTAGE
● Diversity: Fashion for all

● Design: Combining traditional and trendy collections

● Manufacturing: Strategic locations of independent suppliers

● Logistics: Inventory management outside stores

● Technology: Integrating the system through well-developed IT system

CORPORATE REPUTATION
AS A COMPANY

● H&M as a leader in the “fast fashion space” — second largest fashion

retailer in the world

● “the H&M way” — engaging, safe, and fun workplace

● “fashion that looks good and does good” — sustainability efforts of

stakeholders
However, H&M has also been under fire, facing issues over the years

● Lack of evidence for its ability to meet its target of reducing greenhouse
gas emissions

● 2010s - Failing to immediately make the needed fire and safety repairs
after the Rana Plaza fire (Bangladesh)

● 2018 - outrage and racism allegations due to a picture on their website

(South Africa)

● 2021 - backlash in Vietnam and China

H&M has faced backlash from time to time and oftentimes, they release
a statement to clear up the reputation of their brand. However, as
reflected in their past actions, their responses could be improved
especially considering that corporate reputation remains a vital asset for
the company (Cutting Edge, 2020).
CORPORATE IMAGE
● Communication and relationship with their customers and other
external stakeholders are characterised by accessibility, objectivity,
sensitivity, and openness

● Conscious messaging

● Clear, simple marketing campaigns and advertising images

In support of the research-based data, the online survey conducted
by the group showed that the 50 respondents perceived the brand
differently — as a provider of quality products and affordable
choices. Some also recognize the sustainable options that H&M
offers.

H&M stays true in delivering the H&M spirit to its consumers,

maintaining a positive corporate image for the publics to perceive.
CORPORATE IDENTITY
 Corporate Communications
H&M hires a Corporate Communications Specialist who will
engage patrons and optimize customer feedback for the growth
of the business, especially digitally with its website and online
platforms. The specialist is also expected to collaborate and
partner up with the Marketing, Public Relations, and
Merchandising teams of the company
 CORPORATE DESIGN

LOGO FONT
 CORPORATE DESIGN

BRAND COLORS H&M PH WEBSITE

 CORPORATE BEHAVIOR

● commitments and values aligned to their Code of Ethics

● risk assessments done regularly

● strong Corporate Social Responsibility (CSR) initiatives