• Marketing Strategies of H&M

• Like other big corporations, H&M has also exerted a few keen
marketing strategies that compete intensively in the clothes retail
industry. One of them is a prudent investment in 
promotions and advertising. The company has chosen the field of
advertising the online platform where ads and special offers appear
on the screens frequently. It not only enhances brand awareness but
keeps people informed about its promotions, discounts, new
collections, or just motivates them to make purchases via online or
offline means. 
• Another marketing strategy that helped the company to become
popular and financially stable is the pricing enterprises. H&M
differentiates its brand by virtue of proposing low prices for high
quality and design products. The company wins the pricing battle
with competitors who suggest a similar dress or shirt approximately
twice expensive. This is due to their focus on cost minimization in
terms of manufacturing and transportation. 
• The Unique Marketing Strategy of H&M
• H&M always comes up with new products that increase the
customer's desire for clothing, that too at an affordable cost. Their
only notion is fashion and quality at the best price.
• They have everything that a person may look for, from normal wear to
business suits, sports wear to lingerie sets all at a reasonable price.
They collaborate with other top brands to establish a fresh style.
TARGETING AND POSITIONING
STRATEGIES OF H&M
• Targeting and positioning are the two elements of market segmentation. Both are used to identify
the most attractive and profitable segmentation for a market.

• Targeting is a process of selecting markets and catering the advertisement media to attract
consumers. It is the process of changing an environment to garner the interest of the selected
audience. For any business websites and online advertising, is catered by the accumulated small
pieces of information by the web browser which is later sold to these business companies. Business
companies analyze these data to create a possible segment that could be considered appealing by the audience and potential
customers.

• Positioning strategy generates a picture of a brand’s product or service in the head of a target
consumer. It describes how the brand’s service is distinctive and how it offers a distinct value to
consumers. Marketing expresses a brand’s positioning to customers to influence their view.
Targeting Strategy:
• The selection of potential customers to whom a business wishes to sell products or services. H&M basically targets
fashionable and trending consumers who are very much interested to spend their money on purchasing high-quality
clothes,and who wants to follow the trends without investing a lot of money.
• The target market of H&M is for younger people. Even though H&M offers clothing and accessories for all ages, their main
target audience is women.
• H&M highly aims to target women, as they usually invest a lot of money in purchasing fashionable items- clothes,
accessories, shoes, Garment care etc. at an affordable price.
• Women usually shop more for them, but also buy all their children’s clothing and often their husbands as well.
• With their low prices H&M targets woman in the lower middle class and working class, this is a concentrated targeting
strategy. Because their focus is to sell a fashionable product for a low price they target married to single woman, mothers
and daughters.
Positioning Strategy:
• H & M has positioned itself based on its visionary outlook on being ahead of the trends
offering style and quality at best price.
• H&m aims to make a brand occupy a distinct position, relative to competing brands, in the
mind of the customers. H&M always tries to provide consumers with fashionable, high-quality
clothing at the best price possible.
• They offer “fast-fashion” clothing, and sell European influenced clothing in the American
market.
• H&M also carries clothing in a variety of categories including women’s casual, men’s business,
children’s wear, footwear and accessories.
• The company is the second largest clothing retailer in the world, the largest in Europe and
actively engages in E-retailing. Besides, the company functions online as well as offline by
understanding socially, economical and environmental sustainability.
• H&M collaborated with Karl Lagerfeld in 2004, Versace in 2011, Alexander
Wang in 2014 and the collaboration with Balmain is the most successful to
date.
• They also collaborated with the Indian designer Sabyasachi in 2021. The
collection was named Sabyasachi x H&M.
• Before releasing the season's collection, they fuel the people's curiosity by 
promoting it on social media platforms. The brands mostly target the teens,
to get their attention, they make sure their brand pops up in every online
platform and publicize it by the influencers with a large following.
• They feature models in different skin colour and sizes, giving the notion
that fashion pertains to everyone irrespective of their skin colour or size.