'I Love GBV'

H&M is a Swedish multinational clothing-retail company known for its fast-fashion clothing for men, women,
teenagers, and children. As of November 2019, H&M operates in 74 countries with over 5,000 stores under the
various company brands, with 126,000 full-time equivalent positions.[2] It is the second-largest global clothing
retailer, behind Spain-based Inditex (parent company of Zara).[8] Founded by Erling Persson and run by his son Stefan
Persson and Helena Helmersson, the company makes its online shopping available in 33 countries
WEBSITE
SOCIAL MEDIA
 DIGITAL ADS

Updated: 17 Aug 2019, 11:44 AM IST

Source: hm.com
Published: March 2021 Source: hm.com
https://models.com/work/hm-hm-ss-2021-campaign-by-erik- Published: March 2021
sohlstrm
 BLOGS / ARTICLE

H&M profits inch up as pandemic store closures drag on

performance

Swedish fashion giant H&M has reported growth in both revenues and profits – but it flagged
that international coronavirus restrictions continued to slow its growth

H&M sales rebound slower than expected as global lockdowns

bite

H&M has reported a lower than expected recovery in sales in its third quarter as store closures
from coronavirus restrictions around the globe continued to have an effect.

https://www.retail-week.com/fashion/handm-profits-
inch-up-as-pandemic-store-closures-drag-on-
performance/7040705.article
 EMAIL ID

customersevice.in@hm.com
 VIDEOS

https://www.youtube.com/watch?v=DR2pFTdxZq8

https://www.youtube.com/watch?v=BOH5JX4_j5s
 BRAND FORUMS

H&M CUSTOMER CARE NUMBER : 000 800 050 1633

 SHOP FONT

Typeface HM Amperserif
Over time and with consistent use, the new typeface HM Amperserif will become a recognizable
identity-bearing element for the H&M brand. Following the design of HM Amperserif, a typographic
guideline was developed for the use of all H&M typography.
SHOP INTERIOR
BRAND CATALOGUES/ BROUCHURES
RECEIPT
 POSTERS/PRINTS ADS

November 17, 2020

H&M’s 2021 Pride campaign

 EXHIBITIONS/EVENTS
SIMONE ROCHA AND H&M CELEBRATE THEIR
COLLABORATION WITH AN AR EXPERIENCE FEATURING
HELENA BONHAM CARTER, KAIA GERBER, BARRY KEOGHAN,
ROWAN BLANCHARD, PALOMA ELSESSER, OMARI DOUGLAS,
KELSEY LU AND MANY OTHERS

Both Simone Rocha and H&M were determined to honour their collaborative collection in an imaginative, pioneering and
artful manner, while also being safe and instep with social-distancing guidelines. Therefore, they selected to forgo a physical
in-person global event in favour of a curated digital celebration: a pioneering pop-up book AR experience. This is a truly
experimental creation, and the first of its kind – a dynamic way of bringing art, fashion and iconic figures into invited guests’
homes, through technology.
 H&M Dehradun Launch
Dehradun

H&M a multi-million retail clothing brand wanted to create a grand

launch for its first store in Dehradun Uttarakhand after being a
empanelled as one of H&Ms main event partner from the year. We set
to work immediately after receiving the brief. we started off by
ensuring sufficient pre-event buzz even before the start of the event.
After completing a through recce of the area, we planned to target
local city specific hotspot with the city coffee shop, pubs, bakeries,
family restaurants and fast food outlets were identified. Where creative
and enticing into cards were distributed to the public. Along with this.
We carried out a guerrilla marketing activity where several promoters
carried h&m branded bags with the details of the launch event to malls
and superstores influencing passer by to participate in the launch
activity.
 PHYSICAL PERSONALITY
High quality, Fashion, Long- Trendy, Fashionable, young,
Lasting designs. Tip to date.

RELATIONSHIP CULTURE
European, International,
Good quality, Affordable price BRAND IDENTITY Exoticism, Exclusive

REFLECTION SELF-IMAGE
Stylish, Exclusive, Unique
Suitable for everyone style.
BRAND IDENTITY MODEL
 BRAND ATTRIBUTES

Tangible Attributes
H&M caters for people of most ages and also a lot of lifestyles. Having a board
product portfolio, H&M offers fashion apparel, cosmetics, accessories and shoes
for women, men, teenagers, and children. On the H&M website it has a section
called ‘campaigns’ where customers are able to easily shop by the latest products
from adverts. The campaigns sections contains several sub pages with both
enticing and positive titles designed to provide customers with inspiration whilst
browsing on our website. E.g: ‘Dancing Days, Denim Delights, Sunshine Essentials,
Pop Heart’ etc. #HMxME hashtag on Instagram shares images of customers
wearing H&M products, the hashtag is also on the website, therefore if you are
not on Instagram, you can still see how an item you are looking to purchase looks
on a real person. As well as offering the Conscious collection which is affordable
basic products. We also have a Conscious Exclusive collection which are more
premium pieces. As for sustainable innovation, our latest products are made out of
discarded candlesticks, fishnets, nylon, recycled silver & polyester and, organic
tencel. With launching our wedding dress collection we have created a dupe for
Kate Middleton’s wedding dress for 150 pounds to give customers a ‘designer-
esque’ style dress. Tangible Attributes. P
PACKAGING
They use mostly white and red paper bags with shades of grey. The
packaging is usually all coordinated (Shopper bags, shipment boxes,
transport cartons). Currently, they are avoiding plastic bages, to
reinforce their commitment towards sustainability. In specific periods,
they coordinate the packaging with the event that is coming such as
Christmas or Valentine.
LABELING
Having invited its customers to donate used clothing back to its stores,
Hennes & Mauritz AB is now encouraging them to reduce the
environmental impact of caring for their garments. The Swedish high-
street giant has introduced a new labelling system, Clever Care,
developed with Ginetex, the International Association for Textile Care
Labelling. It directs customers to a Web site, clevercare.info, that
provides tips on how to minimise the impact of garment care through
simple measures like lowering wash temperatures and reducing the
use of tumble drying and dry cleaning. Catarina Midby, sustainable
fashion manager at H&M, said the Clever Care logo, which resembles
a water lily, already appears on the care labels of around 50 percent of
the retailer’s products and will be fully integrated by the end of the
year, with the exception of underwear, home wear and some
accessories. “We realized that we wanted to do something about wear
and care phase of a garment’s life cycle when we started studying life
cycles and so forth at the design office to see how we could affect the
general footprint of a garment from production through to the user
phase,” she said. “We know that over 60 percent of our customers do
read the care labels, so we thought that’s where we need to be,” she
added.
QUALITY.
In recent years, H&M has made efforts to be more transparent with its
social responsibility efforts, releasing a hefty Conscious Actions
Sustainability Report in 2010 that outlined its sustainability goals and
action roadmap. The company also dabbled in small scale sustainable
fashion campaigns like a capsule organic cotton line in 2007, a recycled
fabric commitment in 2009, and an eco-fiber Garden Collection in 2010,
none of which gained much notice. In 2011, however, H&M stepped up
its efforts with the release of a muchanticipated Conscious Collection, a
white-hued line of separates made from organic cotton, Tencel®, and
recycled polyester. New lines for 2012 haven’t yet been announced, but
it appears that H&M is folding its sustainability efforts into more of its
products across the board.
VALUE

We Are One Team We Believe In People Entrepreneurial Spirit Constant

Improvement Cost-Conscious Straightforward And Open-Minded Keep
It Simple The main brand value of H&M is based on quality through
both clothing and customer care. The brand place a huge emphasis on
its consumers therefore regularly conduct in-house staff training to
ensure that the company values are instilled throughout the
organisation.
CULTURE
‘Fashion and Quality at it’s best price’ We knew we did not want to
build our strategy in a reactionary way — filled with the unconscious
biases it is being designed to tackle. So, it was really important that we
put real data and information first in coming up with our plan. Prior to
my joining, the global office in Sweden did a lot of the legwork as far as
looking into what our employees are saying and how our customers are
feeling. In addition to that, we’ve partnered with external consultants
in order to provide further demographic data and launched a series of
focus groups that we’ve conducted with our customers as well as
internally. This is to take the temperature of the brand, to see how
people feel when they think about H&M and see this in data we can
use to create positive change.
IMAGE
H&M is a value-driven, customer-focused, creative and responsible
fashion company. For us, fashion, fun and action are essential. It is
defined by “the H&M way”: our culture, values and guidelines which
reflect the heart and soul of H&M. “The H&M way” defines who H&M
is, what they do and how they do it. It’s like a framework through which
they can continuously manage our performance, work together and
encourage new talents as they grow and develop. They deliver our
business concept – fashion and quality at the best price – to everyone,
and we do so in a sustainable way – today, tomorrow and in the future.
 BRAND EMOTIONAL

H&M is one of the leading fashion companies on Facebook, Twitter, Instagram, Google+ and YouTube, as well as on China’s
social networks Youku and Sina Weibo and Russia’s VKontakte. H&M’s communication is global and fashion enthusiasts all
over the world interact with them through social media and apps. Also, they All H&M’s advertisements are produced
centrally at the head office in Stockholm. This means that the advertisements are largely the same in all markets, but the
media mix is adapted to local needs and circumstances. The centralized, organizational structure ensures a uniform
branding of H&M in all markets. This means that customers will get the same H&M experience whether they enter a store
in Stockholm, Paris or Hong Kong. H&M’s advertising images do not aim to communicate any specific ideal, but rather a
range of styles, attitudes and ethnic backgrounds. The campaigns are designed to be clear and simple, and aim to inform
their customers of what’s new at H&M. All their marketing is part of the shopping experience, aiming to guide and inspire
customers to find the right fashion products both in their stores and online. H&M’s marketing activities comply with the ICC
advertising guidelines.
 BRAND RATIONAL

BRAND VALUE
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 BRAND VALUE
expectations. A drive for constant improvement is also part of the We are a value-driven, customer-focused, creative and
H&M spirit that has existed since the first store opened in responsible fashion company. For us, fashion, fun and
1947. H&M believes these values should be regarded as action are essential. We are defined by “the H&M way”:
a support, something to strengthen them and use in their our culture, values and guidelines which reflect the heart
everyday work. and soul of H&M
 BRAND PERSONALITY

Youth
Creative
Reliable
Friendly

H&M’s brand personality are brought to life.

H&M’s brand personality is unique, if H&M was a living breathing person they would be someone that many people would
strive to be. H&M’s brand is diverse, chic, intelligent, and especially environmentally conscious.
The products that H&M offer can be split into three categories. One category of clothing is just basics for men, women, and
children. The second category is affordable fashionable clothing. The third category is high end extremely fashion forward
clothing. These three categories show that H&M 's products are extremely diverse.
 BRAND ESSENCE

Fashion forward

BRAND MISSION BRAND ESSENCE

BRAND DNA
Mission-To offer high quality Always offer high
product With minimal quality
affect on the Environment
At low
whilst creating fashion
trends.
prices.

BRAND VISSION

Vision – To meet current

Trend With high quality and
low price

BRAND ASSOCIATION
• Most important element of their
brand is their logo
BRAND IMAGE
BRAND IDENTITY
• Best price in a sustainable way
The Retailer that sells clothes an fashion
• Most valuable brand accessories at an affordable price.

BRAND LOYALTY BRAND EQUITY BRAND AWARENESS

• Quality • H&M started to expand its product portfolio

• Affordable range as well as expansion of their of their
company in other countries

CONSUMER PERCEPTION

• Collection is at par any international brand

• Empowerment
THANK YOU