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Presentation by: Holly Topinka Erica Southern
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Presentation by:Holly TopinkaErica Southern
History of H&M
● Fast Fashion and Worldwide Globalization
● Erling Persson-1947
o Hennes in Vasteras, Sweden
o 1967- Mauritz Widforss
● Global Expansion
Fashion Profile/ Target Market
● Both male & female
● Ages 18-45 years old
● Up to date with trends
● Fashion conscious but want low prices
Past Collaborations:
Versace
Karl Lagerfeld
Jimmy Choo
Stella McCartney
Merchandise Assortment/Evolution
● Retail Stores, E-Commerce, Catalog (2009)
● Two Main Collections (Spring and Fall)
o Split between traditional basics and fast
trendy fashion
● Brands
o Hennes, L.O.G.G. (Label of Graded Goods),
and the plus-size BiB (Big is Beautiful) line
● Home merchandise- most profitable
“H&M offers everything from the hottest trends to the best in basics for women, men, teenagers and children complete with shoes, accessories, cosmetics (introduced in 1977), and a home interiors concept.”
Industry Support/ GovernanceSwedish Copyright Act
● Came into effect in 1960
● Protects clothing designs
● Registered designs get 25 years security
● Unregistered designs get 3 years protection
Marketing Practices Act
● Came into effect in Sweden on July 1, 2008.
● The act implements the EU Unfair Commercial Practices Directive and regulates all marketing practices,
● The act contains three general clauses.
Retail Landscape/ Competition
● Retail: ⅓ of total household purchases; 528 billion
SEK
● Swedish Landscape: concentrated, aggressive,
and competitive
o Risk of new retailers entering the market is
growing
Does not require huge capital
investments
Many individuals have the means to
start a clothing line
Many manufacturing contractors
available
Technological Applications
● Very own unique infrastructure
● Enables each store to look at:o corporate logisticso procurement systems
● Connection to central H&M warehouse.
● Allows the design teams and product development teams to stay connected.
● Allows every step to run smoothly.
Local Production/ Expanding
● Vertical Integration
● Stockholm, Sweden: buyers, product
developers, and designers
● Asia and Europe: production, merchandisers,
auditors, and sustainability teams
o 700 independent manufacturers to
create product
● Future:
o Lessen dependency in Asia
o Test production has begun in Ethiopia
