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Marketing is the study and management of exchange

relationships. Marketing is used to create, keep and
satisfy the customer. With the customer as the focus
of its activities, it can be concluded that Marketing is
one of the premier components of Business

MARKETING Management.

The Marketing philosophy of business assumes that

an organization can best service, prosper and profit
by identifying. and satisfying the needs of its
customer. This however is a recent thinking. Various
definitions of Marketing have been given from
different perspectives, exchange and utility being the
two important ones.
Marketing plays an important role in establishing relationships between customers
and the organizations offering to the market. It gives us the confidence to want to
try a new product in the market as opposed to situations where the products enter
the market without publicity. Marketing shapes the image of the organization, how
people associate the organizations products or services and indeed give people the
confidence about their products or services.


“Marketing is the social process by which individuals and organizations obtain what
they need and want through creating and exchanging value with others.”
- Philip Kotler
“Marketing is the management process for identifying, anticipating and satisfying
customer requirements profitably”
-Charted Institute of Marketing
Window display is the fine art of displaying store merchandise in the store window.
Window display is emerging as the new mantra in retail and is fast changing from a
dull, uninteresting exhibition of wares in the store window to a dynamic form of
advertising. . Developed countries look at window display as a critical tool of
marketing; however, in India, it is still an emerging concept.

Window display can attract more customers than a hoarding or a television

advertisement. Moreover, it can attract the right kind of customers. In other words,
window display acts as a filter. Only those customers enter the store who have a
fair idea of what products it stocks and are interested in buying them.

“Advertising is any paid form of non-personal presentation and promotion of ideas,

goods or services by an identified sponsor. Advertisers include not only business
but also charitable, non-profit, and government agencies”.

- According to Kotler and keller

Window Display Advertising


Hennes & Marutiz is a Swedish multinational

clothing-retail company known for its fast-fashion
clothing for men, women, teenagers and children. H&M
and it associated companies operate in 62 countries with
over 4,500 stores and as of 2015 employed around
132,000 people. It is the second-largest global clothing
retailer, just behind Spain-based Inditex (parent company
of ZARA). The company has a significant on-line presence,
with on-line shopping available in 33 countries.

The company was founded by Erling

Persson in 1947, when he opened his first shop
in Västerås, Sweden. The shop, called Hennes (Swedish
for "hers"), exclusively sold women's clothing. A store was
opened in Norway in 1964. In 1968, Persson acquired the
hunting apparel retailer Mauritz Widforss, which led to
the inclusion of a menswear collection in the product
range and the name change to Hennes & Mauritz.
Karl-Johan Persson

Karl-Johan Erling Göran Persson (born 25 March 1975) is a

Swedish billionaire businessman, the chief executive officer
(CEO) and president of the fashion company Hennes &
Mauritz (H&M), which was founded by his grandfather Erling
Persson. As of April 2017, according to Forbes, he has a net
worth of US$1.93 billion.
Persson attended the European Business School in London
from 1996, majoring in Business and Economics. He graduated
in 2002.
Personal Life
• He is married to Leonie Gillberg, they have two children,
and live in Stockholm, Sweden. Crown Princess Victoria of
Sweden attended their wedding in 2002.
• Persson is a supporter of Stockholm-based football
club Djurgårdens IF and has also been supporting the club

CEO : Karl-Johan Persson

Window Display Advertising at H&M
The clothing store H&M (Hennes &
Mauritz) from Sweden played with
wooden boxes for the kids holiday
window display.
Creativity plays a very important role in
window dressing, but at the same time,
business acumen is also required in
order to make it effective. The window
display should be designed in a way that
attracts customers, rather than looking
like a piece of art. The window display
designer should design the window in
the best way possible within the budget
fixed for the same by the retailer
Vision & Mission
At H&M group, we believe that sustainable fashion and
design should be available to everyone. Our vision is to lead the
change towards a circular and renewable fashion industry, while
being a fair and equal company. Using our size and scale, we are
working to catalyse these systemic changes across our own
operations and the wider industry to ensure that we can continue
to create great fashion and design in a sustainable way for many
generations to come.

Besides getting paid, the “company mission” is the most

important thing about their work for 25% of employees at H&M.
When asked to whom they feel the most loyal at work, 67% of
employees said H&M's mission and vision. Comparably data
clearly shows that a focused mission statement and cohesive core
company values are vital to maintaining employee alignment.
Theoretical Framework
What Is Advertising?

Advertising is an audio or visual form

of marketing communication that employs an openly sponsored,
non-personal message to promote or sell a product, service or
idea. Sponsors of advertising are typically businesses wishing to
promote their products or services. Advertising is differentiated
from public relations in that an advertiser pays for and has control
over the message. It differs from personal selling in that the
message is non-personal, i.e., not directed to a particular individual.
Advertising is communicated through various mass
media, including traditional media such as newspapers,
magazines, television, radio, outdoor advertising or direct mail;
and new media such as search results, blogs, social media, websites
or text messages.
Importance of Window Display Advertising

• Retailers need an effective window display in order to drive traffic into their stores. It's a unique form of
advertising which defines a store and gives the consumer an idea of what the brand is all about.
• They are an effective form of merchandising and often creative and different types of window displays
create talking points amongst consumers and other retailers.
• Creativity plays a very important role in window dressing, but at the same time, business acumen is also
required in order to make it effective. The window display should be designed in a way that attracts
customers, rather than looking like a piece of art.
• The window display designer should design the window in the best way possible within the budget fixed for
the same by the retailer.
Paid advertising is any kind of advertising that you have to
pay for, versus owned or earned advertising. With paid
advertising, marketers pay the owner of ad space in
exchange for use of that space. The price paid for the ad
space is often settled…
Cost per impression (CPM) is the measured of cost that
one will pay when their ad is shown per one thousand
impressions. CPM helps to determine other calculations
for ads such as CPC (cost per click) and the CTR (click-
through rate). A digital advertiser will…
Brand loyalty is the tendency of consumers to
continuously purchase one brand's products over another.
Consumer behavior patterns demonstrate that consumers
will continue to buy products from a company that has
fostered a trusting relationship. Loyalty is extremely
beneficial to businesses as it leads to repeat…
ROI (Return on Investment)
ROI (return on investment) is a measurement of the value
that an investment provides. It is the return you gain
relative to the price of the initial investment. ROI is
calculated with the following formula: (Gain from
investment - cost of investment) divided by the total cost…
Types of Window Displays

Open Island Elevated

Window Window Window
Display Display Display

Objectives of the Study
• To study the importance and effectiveness of Window Display Advertising in H&M.

• To find out different perceptions of the people towards H&M with respect to Window Display Advertising.

• To access the counter strategies of the competitors like forever 21, zara,, as such.

• To analyze the trend in the market and access the promotional activities in the market.

• To find the market potential and market penetration of H&M products.

• To know how the customers are attracted towards window display of H&M.
Findings of the Study
• It was identified that Window Display Advertising is one of the effective strategies of marketing in
attracting customers on a large base at H & M store.

• It is through display of Mannequins that differentiates its products from one company to another and
thereby sets its own identity.

• It was identified that transparency, attractive colours and designs, choice of clothing to be displayed of
the apparels couture is what increases its promotional activities.

• It was identified the brand awareness among the customers and attracting them to buy H&M products.

• H&M store provides the customers with qualitative products and services.
• Today, Window Display Advertising has been a booming marketing
strategy where every company has received effective results not
only in H&M apparels store but also in every company we come
across since it has been an effective way to draw in customers.

• The Window Display is the foremost important attribute for

attraction of customers on a large base.

• The H&M Apparels Store has drawn in more number of customers

through window display advertising.

• It is more effective and attractive from the customer’s perception; it

is changing from a dull, uninteresting exhibition of wares in the
store window to a dynamic form of advertising. The Window Display
Advertising is more attractive during the festive season.