x Coachella

2022
Brand Activation
Proposal
8 April - 17 April 2022

Proposed by

（
Bridgette Gan Bin Xin 19025725 ）
（
Yong Soo Yuen 19025808 ）
（
Yue Zhi Shuen 19011204 ）
（
Wong Siew Jing 19027085 ）
 TABLE OF
CONTENT
01 BRAND

H&M/ Animal Welfare/

Target Market

05 EVENT ACTIVATION
PROPOSAL

Theme/ Objectives/
Activation Area/
Activation Experience/
Floor Plan/ Sustainable
Practices/ CSR/
Marketing Strategies/
USP/ FOMO/ Staffing
Needs/ Risks Assessments

38 BUDGET EXPENSES

39 COMPANY PORTFOLIO
Awards/ Organizational
Chart

41 REFERENCES
Brand - H&M
A fashion brand providing the latest trends and

inspiration for everyone. Customers can find everything

from fashion items and exclusive designer collaborations

to affordable wardrobe staples, accessories and

inspiring workout wear.

With price, quality and sustainability, H&M is not only

a possibility for anyone to pursue their personal style but

it also creates an opportunity for a more sustainable

fashion future (H&M Group, n.d.). Working for a more

sustainable fashion future is a huge challenge and a

long-term commitment. H&M began to share how and

where their products are produced as a step towards

transparency.

P AGE 1
 The company was founded
by Erling Pedersson who
opened his first fashion retail
store in Vasteras, Sweden in
1947. Today, H&M Group is a
global fashion and design
company with 52 online
markets and 74 in-store
markets.

According to Sabanoglu
(2021), the global operating
profit of H&M Group was
about 1.8 billion US
dollars.

For the last 9 years, H&M has

increased its share by 0.5%
from 0.9% in 2008 to 1.4% in
2017 (Riano, 2019)

P AGE 2
Animal Welfare

Animal welfare is important to H&M as they have

a chronic commitment to enhance animal welfare

through their global supply chains and even work

to procure all animal-derived products from

farms. don’t test any of their beauty

They

products on animals, reject fur and have

prohibited the use of exotic skin as well as any
material derived from endangered species for

many years. Hence, they have strict guidelines

and long-term goals for materials of animal
origin like wool, leather, or down (H&M Group,

n.d.).

P AGE 3
Target Market
Women age between 15-30 years old
targeting the working class, lower middle
class and students (Simconblog, 2015).

The target markets of H&M are

groups of fashionable and trendy
who enjoy shopping as a social
activity that brings joy to their daily
life and who want to keep up with
the latest trends without spending
a lot of money. Women not only
shop for themselves but also for
their children and even their
husbands.
P AGE 4
 EVENT
ACTIVATION
PROPOSAL

P AGE 5
THEME

ANIMALS HAVE THE

Love RIGHT TO A FAIR

Animals
TREATMENT AND HAVE

THEIR BASIC NEEDS

FULFILLED.

According to H&M Group

WITH THEME SLOGANS

‘LOVE ANIMALS, DON’T WEAR THEM’
WILL MAKE CONSUMERS CONSCIOUS
ABOUT ANIMAL WELFARE

The vast majority of the billion animals that are slaughtered for their skin,
wool, feathers or fur suffer all the horrors of factory farming. The production
of animal-derived materials such as wool, fur and leather contributes to
climate change, land devastation, deforestation and water contamination
(PETA, 2021)

P AGE 6
 Brand Activation Objectives
To Increase interests in H&M products
Educate the general consumer on humane consumerism
especially when it comes to fashion involving animals. H&M
launched a “Love animals, don’t wear them” donation run,
where proceeds will go to animal welfare advocates at
Coachella. It will gain awareness through the products that
are going to be released because animal welfare is
important to H&M.

To promote loyalty among H&M lovers

Boosting the use of H&M Apps is able to increase the loyalty
of H&M lovers. They are able to get updated on the latest
products and if they are interested in the product, they can
purchase it online. The higher satisfaction of the customer,
the stronger loyalty will be created among the H&M lovers.

To strengthen H&M brand positioning with

‘sustainable’
The release of the new H&M Loves Coachella collection is to
advocate sustainable fashion. While the materials to
produce them will be sustainable alternatives that will help
H&M working towards improving the sustainability of their
products.

P AGE 7
ACTIVATION AREA

H&M Brand Activation Event will be located at

Empire Polo Club

P AGE 8
 Love Animals Activation Experience
In this brand activation event, people who registered to join
will get to enjoy the activities provided below. It will enhance
the brand experience and bring out the value of love
animals in order to gain the public's awareness of
animal welfare and have trust in sustainable fashion.

P R I N T - T E E W I T H H & M

F A S H I O N S H O W

I N T E R A C T I V E G A M E

P H O T O A R E A

A N I M A L I A Z O N E

H & M L O V E S C O A C H E L L A P O P U P S T O R E

P AGE 9
 PRINT-TEE WITH H&M

The main brand activation activity will be LED touchscreen

machines to customize printing t-shirts where people can
customize the design of the products with certain design patterns
that reflect the ‘Love Animals’ theme. The customized t-shirts will
be produced with eco-friendly materials such as organic cotton,
sustainable alternatives, and recycled polyester. These materials
are able to offer the same quality that are from non-animal origin.

It will cost $30 for each t-shirt. The payment method for these
customized t-shirts and Coachella collection will pay through the
machine by QR pay or E-wallet.

P AGE 1 0
HOW TO EXPERIENCE PRINT-TEE

WITH H&M?
01 DOWNLOAD H&M APP

The new user of H&M App needs to

download the App and sign up as a
member. Once signed up as a member,
new users will be entitled a 10% discount
for any products of H&M.

02 RETRIEVE MEMBERSHIP ID

Fill in your membership ID and personal

details on the machine to start
experiencing this activity

03 DESIGN YOUR OWN

After choosing the size, you may start

designing the product and choose your
favourite font for any texts or designs
on the product. However, you only can
design in a certain A4 size area of the t-
shirt.

04 PROCEEDS TO PAYMENT

Make sure you confirm your design before

payment and you may collect the product
in 15-30 minutes at the printing area.

P AGE 1 1
CUSTOMIZE DESIGN EXAMPLE

The designs of the t-shirt will

have different animal
patterns, H&M logo and some
words like H&M Loves Animals
for people to choose. They may
even select their favorite font
and resize the text based on
their preferences.

P AGE 1 2
 Show Duration:
1300-1400
(on the first day of brand
activation)

Fashion shows play a vital role in marketing clothing and

conveying new fashion trends. In the world of fashion, designs
and styles are continually evolving. Fashion shows help to pique
the public’s attention and interest at the same time spread
awareness of new design and style trends (Saranya, 2017). This
fashion show will be releasing the new H&M loves Coachella
collection. Fashion bloggers, influencers, tik tokers and
media channels will be invited to attend this show.

P AGE 1 3
 This time the H&M Loves Coachella
collection design will be based on an 2017 marks the
animal theme with a few types of 8th year of
collection like top, skirt, pants, dress to Coachella and
combine as outfits. Even the color tone
H&M
will be towards green or khaki. The most
collaboration
important part is that these collections
and the third
will be produced with eco-friendly
year creating
materials such as organic cotton,
the official H&M
sustainable alternatives and recycled
polyester which is a good opportunity to Loves Coachella
let the consumers trust in sustainable fashion line.
products and encourage sustainable
fashion by purchasing products that are
produced without harming any animals. Based on Liz (n.d.)

P AGE 1 4
Fashion Show Programme
Itinerary

Time Programme

1300-1305 Performance by Kaycee Rice

Opening Speech by H&M Loves

1305-1310
Coachella collection designer

1310-1312 Short clip of female collection

1312-1322 Fashion Show - female collection

1322-1328 Performance by Kweku Collins

1328-1330 Short clip of male collection

1330-1340 Fashion Show - male collection

1340-1345 Closing - combination of female and

male
1345-1400 Photo Session

P AGE 1 5
PERFORMERS

Kaycee Rice
A young American dancer and social media
personality as she gained fame as a member of the
dance crews immaBEAST and lilBEASTS. She
participated in the second season of the show
‘World of Dance’ and became a guest performer in a
reality dance competition show. She’s also a
popular Youtuber sharing her dance moves on
Youtube and she can easily perform anytime and
anywhere (TheFamousPeople.com, n.d.).

@kayceericeofficial

Kaycee Rice **Official Channel**

A 22 year old producer, singer, song-writer and

Kweku Collins
writer from Evanston. In 2015, he released his
debut EP ‘Say it Here, While it's Safe’, followed by
2016’s ‘Nat Love’ LP, and ‘Grey’ in 2017. Kweku has
performed shows and festivals around the world,
his music has millions of streams and has received
critical acclaim from publications like Pitchfork,
Billboard, Pigeons & Planes and the New York
Times (Spotify, n.d.).

@kwekucollins

Kweuku Collins

P AGE 1 6
MODEL HIRING - FORD MODELS

An agency for innovating model management founded in 1946,

FORD is the most recognized name in the history of modeling.
FORD Models is at the forefront of the cultural conversation,
representing fashion talent around the world. Based on
Hammerson (n.d.), the general earnings for a golden strut down
runway range from $0-$1K, with a middle ground limit of $350-$500
per strut. Here are the model talents from FORD Models:

Clair Johanna Lex Herl Marsella Rea

Westenberg Schapfeld

Cole James Aron Cavoj Fallou Gueye Leo Eller

P AGE 1 7
 INTERACTIVE GAME

In the Interactive area, there will be 2 vending machines that will have two
games in it. People have to select one game at each time.

Memory Game
For the players who choose the memory game, the vending machine would
set as 20 seconds to let the players remember the animal's skin and another
45 seconds to complete the memory game. For the players who complete
the memory game on time, they would get a 5% discount voucher of H&M.

Animal Protector Ranger Game

This is a game where the players need to slice the boom that will hurt the
animals except the image of the animals. They will have three chances if they
accidentally slice the boom. Once the chances are gone, the game will end.
One animal is equal to 10 points and the highest scorer will stand a chance
to win the new collection. After that there will be a small tip of ways to
protect the animals. The main purpose of this game is to educate the
players not to kill the animals and protect them.

P AGE 1 8
 PHOTO AREA

Bringing a concept of natural forest feeling and signs of the

beautiful species to be protected.

There will be a huge birdcage that allows people to sit and

take pictures while accompanying each side with two
smaller hanging bird cages. The background will be in
green color with fake leaves and grasses. Thus, the
H&M logo will be on top of the main birdcage and there
is also a LED light that shows H&M Love Animals.

P AGE 1 9
 ANIMALIA ZONE

There is a round charging table provided which some

of the attendees can charge their device when their
devices are in low battery. Other than that, they can
relax in the Animalia zone as the area will be decorated
like in a jungle and also provide some pet design
plushies and pillows pets for them.

P AGE 2 0
H&M LOVES COACHELLA

POP UP STORE

After the fashion show,

the space will be used
as a popup store to
sell H&M Loves
Coachella collection. The
collection will be
hanging individually and
there will be a detailed
explanation at the
side of what
materials were being
used to produce them.

Consumers can feel the materials of the collection and even

try it virtually on a mirror. If they are interested in the
product, they could order it on the H&M Apps and collect
it at the counter after purchase. All the prices of the
product under this collection will not be more than $50.

P AGE 2 1
POP UP STORE

FLOOR PLAN

P AGE 2 2
FLOOR PLAN

Brand Activation
(Fashion Show)

Booth Floor Plan

(Clothing Collection)

P AGE 2 3
 S U S T A I N A B L E P R A C T I C E S

There will be a recycle area for attendees to recycle their old

clothes. Attendees can get this information about the recycle
area through our social media or websites. If they want to recycle
their clothes, they can register to recycle through H&M apps and
just bring it during the event to put it into the recycle bin which
is a huge transparent H&M logo. They will get a 10% e-discount
voucher after recycling their old clothes. H&M runs a global
garment collection initiative in a bid for a "sustainable fashion
future". Besides that, H&M is always finding their own ways to be
RECYCLE more creative through the old shirts and introducing them to the
public. They will turn these recycle shirts into a new product by
SHIRT
using the recycle fibers (Segran,2020).

Product sustainability is the impact the product has on the

environment, people who make it, handle it, transport it, sell it
and buy it. H&M makes sure all their products are made with
care and responsibility for the earth and also the people involved
in the product's life cycle (H&M Group, n.d.). They believe it is
important for the consumers to know as much information
about the products they buy so that they will feel confident that
they buy clothing that is sustainability made.

PRODUCT
SUSTAINABILITY

Attendees can register themselves on the registration site to

join this brand activation event or register for recycling shirts.
The traditional paper registration will be replaced by online
websites and apps. Hence, the information provided by the
attendees can turn into a customer database. The registration
site will also include all the event details about this brand
activation so that attendees roughly know what is going to
happen.

PAPERLESS
REGISTRATION

P AGE 2 4
CORPORATE SOCIAL

RESPONSIBILITY

20%

In order to achieve the goals and help to protect

more animals, 20% of the total income from
Print-tee and H&M Loves Coachella collection will
be donated to People for the Ethical Treatment of
Animals (PETA). All the donations go to PETA will be
their financial support in order to stop cruelty
to the animals. It will help them in the program of
protecting animals (PETA, n.d.).

P AGE 2 5
MARKETING

STRATEGIES

01 Social Media Marketing

Around 3.2 billion people use social media everyday which is

roughly 42 percent of the world’s population. It’s usage isn’t
limited to only younger generations while 90.4 percent of
Millennials still use social media daily. It is recorded that 77.5
percent of Gen X and 48.2 percent of Baby Boomers still use it
every day (Schmidt, n.d.). Social media such as Facebook,
Instagram and Twitter are the ways to promote H&M x
Coachella 2022.

Using brand hashtags through social media is one of the

marketing strategies that can help a specific company to
broaden the reach of social media content. In this modern
technology era, people are spending more time on social media
platforms, therefore specific relevant hashtags will make sure it’s
displayed to people who might actually be interested in it.

Hashtags
#HMLovesCoachella
#HMLovesAnimals P AGE 2 6
 Pre-event
1. Create a pre-event page on social media (Facebook, Twitter and Instagram)
with frequent updates of the upcoming event’s details to the public.
2. Release a small snippet through a short video teaser of the event to create
mysterious and excitement for the coming event.
3. Create a poll such as ‘Are you ready?’ to interact with the audience.
4. Include every post with the event hashtag.
5. Create a countdown post either through posters or a short teaser before
the day of the event.
6. Publish some of the past events video which related to the event.
7. Upload stories to show some behind the scenes of how they build the
activation booth.

During-event
1. On the event day, upload stories of each activities along with the crowd
to draw audience attention
2. Do a video testimonials where it captures the attendees’s impressions
for the event
3. Share pictures on Facebook or Instagram stories of the attendees using
the event’s hashtag.
4. Retweet the attendees' post on Twitter.
5. Encourage audiences to use the hashtag and tag official H&M account
while posting post or stories

Post-event
1. Publish an appreciation post to thank those who attended the event
2. Create a poll for the audience to get feedback from them.
3. Post a recap video about the event

P AGE 2 7
 02 Email Marketing

Email marketing can be a formal invitation email which is a

way to promote the event and also encourage people to
attend. Through the invitation email, it can include the event
details and programs where the receiver will know what is
going to happen in the event.

For this event, the team would like to invite the fashion show
attendees such as fashion bloggers, micro social media
influencers, fashion tik tokers, famous media channels as
well as the contract influencers. In addition, the database of
H&M members will automatically receive email notification
of this brand activation event and the invitation to attend the
fashion show. After the event, the company can also require
some feedback from the attendees about the experience
and improvement for the event.

P AGE 2 8
 03 Registration Site

Viewers who are interested to attend the event can

register through H&M x Coachella 2022 event
registration side. As a bonus, those who sign up for
H&M membership while registering for the event will
be awarded a H&M discount voucher that can be
applied during the event or in the future. It’s a way to
promote the app to the public as well as help the
company to increase the number of customers.

The benefit for registering an event is that after the

event, H&M can know the number of attendees that
attended the event through the database record. The
process of registering which included the consumers’
names and information will be recorded by the
system. Therefore, this could help H&M to analyze the
demographic of the consumers and also the target
audience that is interested in their brand.

P AGE 2 9
 04 Influencer Marketing

Hiring influencer marketing is one of the very effective

techniques that has become a common collaboration
in many companies but reaches out the target
audience in the fastest way. The advantage of
partnering with relevant influencers can easily reach
potential customers who might be interested in the
brand and also help the company attain numerous
marketing goals.

Based on PixLee.com (n.d.), TikTok influencer

marketing strategy has the power of getting your
brand and product in front of potential customers.
Therefore, the micro influencers will be targeting
fashion tiktokers to create content in order to reach
the niche market. Hence, they will be provided some
benefits such as a set of the new H&M Loves
Coachella collection, get to experience Print-tee for
free, VIP seat of the fashion show and $100 H&M gift
card.

P AGE 3 0
 Pre-Event Buzz
1. Share relevant information to the public through social media
such as Facebook, Instagram, Twitter.
2. Provide a schedule for the influencer to publish a minimum one
of the promotional post before the event

Share Event Content

1. The influencers need to post stories including the event hashtag,
slogan and H&M official account to get the followers to feel the
atmosphere of the live event through their post.
2. Post a photo with the new H&M Loves Coachella collection

Post Show Recap

1. Post a picture with the huge birdcage to express the feeling
after brand activation event while the caption must include
event hashtags, slogans and tag H&M
2. Mega influencer could shoot a vlog based on her experience
in the activation event
3. Micro-influencers post a video on tik tok to share with their
followers

P AGE 3 1
 Mega Influencer

Zoe
Sugg

Zoe Sugg, 30 majorly known as Zoella, is a YouTube influencer,

blogger queen and followed by millions. She was one of the
first influencers on the scene, raising the standards from the
outset with her bubbly persona and enthusiasm for what she
promotes – beauty and fashion. Zoella often talks about high
street shops such as Primark, H&M and Topshop on her
strangely watchable clothing hauls and emphasizes her
addiction to cheap, good value for money clothing – which
essentially promotes fast fashion (Anaisbrady, 2020).

@zoesugg
9 million followers

Zoe Sugg
4.8 million subscribers

P AGE 3 2
 Micro Influencer

They are the fashion tik tokers which all came with different
styles of fashion. As fashion-passionate content creators,
they always share a lot of videos which relate to the fashion
on Tik Tok. It also attracts an increasingly large and
enthusiastic audience (Communier & Figaro, 2020)

Wisdom Kaye Brittany Xavier

5.2M Followers 3.6M Followers

Jasmine Chiswell Denise Mercedes

3.7M Followers 2.7M Followers

P AGE 3 3
UNIQUE SELLING POINT

01 Sustainable Practices

H&M Loves Animals Events Activation is a sustainable practice event. Print-tee with H&M,
recycling the old clothing and paperless registration will be carried out in this event. The
Print-tee with H&M would print the design with eco-friendly materials such as organic
cotton, sustainable alternatives and recycled polyester. In order to protect animals,there
will not be used any animal's fur or skin. Besides that, for people who have many
unwanted old clothing, they may use them to exchange for a H&M discount voucher
which can be used for all H&M products. The voucher is used paperless which the
attendees can receive the voucher through H&M App. Other than that, the event also
uses paperless registration to keep one‘s word to conduct sustainability practices.

H&M love Coachella Collection 02

The new H&M Love Coachella Collection will be released at the event. There will be a
fashion show during the event. The model will be dressed up in all the collections during
the show. The design under this collection will be based on an animal theme with a few
types of collection like top, skirt, pants, dress to combine as outfits. However, people not
only can enjoy the show and also get the chance to purchase the collection. After the
fashion show, there will be a H&M Loves Coachella Pop Up Store. Most importantly, the
profit will go to animal welfare funding to save the animals.

03 Print-Tee
There will be a LED touchscreens machine provided to the attendees in order to let them
customize printing the t-shirts. They can design the product with the certain design
patterns that reflect the ‘Love Animals’ theme themselves. After the design is done,
attendees just need to pay and collect at the counter. This activity can provide the
attendees an opportunity to design out the t-shirt that they like by using their creativity.

P AGE 3 4
 FOMO

01 Use Exclusivity

For the registration site, it will mention that the attendees will be
awarded a 10% discount of H&M’s voucher after registering for the
event. The word “Discount” could attract more audiences to register
and it will increase the excitement of the attendees looking forward
to the coming event to use up the voucher (Kristensen, 2020).

Creating a Countdown Pop Up 02

At the registration site, there is also a countdown pop up which reminds

people of the end time of the free voucher and the event. This
countdown pop up not only can let people know what’s going on and
also can help to attract more people participate in the event. When
people see the time on the countdown pop up, it might influence their
mind and will register as attendees quickly (Hall, 2020).

03 Social Proof

It can show to the website visitors or the app's users who have
registered for the event as well as the total number of the participants.
If visitors to the site find that there is an event going on and other
people are registering, they will be followed too. Hence, it will influence
many people and let them participate in our event (Trustmary, n.d.).

P AGE 3 5
STAFFING NEEDS
Fashion Show staff
There are 4 makeup artists and 4 hair stylists needed for a fashion show
with a total of 8 models. Besides that, there are also 4 dressers and 4
ushers and 1 emcee needed during the show (Create a fashion
brand.com, n.d.)

General Staff
There are a total of 20 staff and 4 photographers as well as videographers
during the event. They are the people who help to set up as well as sell the
event. Besides that, they also can help to direct the lost attendees and
answering the questions of the attendees. The staff will be separated into
different sessions in order to let the activities go more smoothly (Hanks,
2018).
The separation of the staff will be :
LED Machine Area (3 Peoples)
Interactive Game Area (3 Peoples)
Printing Area (3 Peoples )
Photo Booth Area (2 Peoples)
Clothing collection Area (3 Peoples)
Entrance (2 Peoples)
（
Photographer & Videographer 4 Peoples)
Registration Staff (2 Peoples)

Technical Staff Security Staff

In order to prevent some technical In order to protect our guests and
issues and help to handle it, there keep their safety in the first criteria,
is an electrician and a sound a team of security staff will be hired
engineer needed during the event during the event (Nicholas, 2015).
(Nicholas, 2015).

P AGE 3 6
RISK ASSESSMENTS

Risk Description Solution

It might happen in an accident like
people falling down and some of the Check the equipment before
Accident and
electrical equipment such as the led the event start
Injuries touchscreen machine or lighting set Standby medical team
on the stage may explode.

Some of the participants might have

Mover crowded Clear Signage
difficulty finding their way during the
Onsite Security
festival.

Fire hazards will be caused due to

Fire Exits
electrical shocks, over using of the
Fire hazards Fire Extinguishers
machine, human error such as
Fire Engines
smoking and others

Do more posting about the

The number of the participants will be event on the social media
very less which is caused by some of page
Lack of
the issues such as people not Focus on target audience
participants interested or people don’t know about Highlight the activities of the
the activities. event on the social media
page

Time or Do more research before

There might be the same activities deciding the time or activities
activities of the
held at the same time therefore, of the event, make sure there
event clashes
people cannot participate in our are not similar events being
with other
events. conducted at the same time.
similar event

P AGE 3 7
BUDGET EXPENSES

P AGE 3 8
 COMPANY
PORTFOLIO
BYS Events Company is an events management
company which was founded in 2019 by four ladies
that have the same goals and passion towards the
event industry and become the partners of the
company. BYS represents each of the members
with one of the capitals picked from their name.
The reason why BYS has been chosen as the
company name is because it brings the originality
of self brand image to deliver efficient and high
quality services which implied the expectations
from the client. It also stands for By Your Side
which means as long as we have each other, we
have confidence to accommodate different events
for the clients.

Besides that, the company helps more than 12

countries to plan their events such as MICE events,
sports events, trade shows and others. BYS Events
Company also plans a lot of events with CSR
progress. One of the biggest music festivals
planned is Rock Rock 2020, which has over 70,000
attendees.

AWARDS
The BYS Events Company's four ladies
won Silver Stevie Awards for Women in
Business in 2020. In the same year, the
company also won Gold Stevie Awards
for International Business Awards and
CSR Malaysia (Sustainability) Awards.
Therefore, BYS Events Company had the
honour to propose H&M company
collaborate in the Coachella Valley
Music and Arts Festival. The purpose is
to help H&M company to develop an
excellent, fun and memorable festival.
Hence, H&M can also increase their
brand activation during the event.

P AGE 3 9
 ORGANIZATIONAL
CHART

BYS Events Company is organized by four ladies, and each of the founders
has her own expertise. Bridgette is in sales and marketing, Soo Yuen is in
administration and finance, Zhi Shuen is in IT technician and application
and Siew Jing is in design and art. BYS Events Company is committed to
providing the best service by gathering various talents and to exceed the
expectation of the clients.

P AGE 4 0
REFERENCES

Anaisbrady. (2020, January 14.). Zoella. Mindless. Retrieved from

https://mindlessmag.com/2020/01/14/zoella/

Animal Welfare. (n.d.). H&M Group. Retrieved from

https://hmgroup.com/sustainability/circular-and-climate-positive/animal-
welfare/

Communier, A & Figaro, M. (2020, September 10). 5 fashionable tik tokers to

follow right now. Special alarabia. Retrieved from
https://www.specialarabia.com/en/details/5-Fashionable-TikTokers-to-follow-
right-now

Create a fashion brand.com. (n.d.). Cost: Want to put a fashion show. Retrieved
from http://www.createafashionbrand.com/cost-want-to-put-on-a-fashion-
show/

Hammerson, G. (n.d.). How much do models really get paid at fashion week. All
my friends are models. Retrieved from
https://www.allmyfriendsaremodels.com/models-paid-fashion-week/

Hanks, C. (2018, April 12.).How to have the perfect plan for staffing your next
event. Wonolo. Retrieved from https://www.wonolo.com/blog/how-to-have-the-
perfect-plan-for-staffing-your-next-event

Liz, H. (n.d.). H&M and Coachella: The ongoing recipe for success. Fashion
Beauty Monitor. Retrieved from https://www.fashionmonitor.com/blog/kt/h-m-
and-coachella-the-ongoing-recipe-for-success

Hall, S, H. (2020). 16 clever fomo marketing examples to boost your sales.

OptinMonster. Retrieved from https://optinmonster.com/fomo-marketing-
examples-to-boost-sales/

P AGE 4 1
H&M Group. (n.d.). H&M. Retrieved from https://hmgroup.com/brands/hm/

H&M Group. (n.d.) Market overview. Retrieved from

https://hmgroup.com/about-us/markets-and-expansion/market-overview/

H&M. (n.d.). Product Sustainability. Retrieved from

https://www2.hm.com/en_us/customer-service/product-and-quality/product-
sustainability.html

Kristensen, E. (2020). Fomo marketing: how to use fear of missing out to drive
more sales. Sleeknote. Retrieved from https://sleeknote.com/blog/fomo-
marketing

Models. (n.d.). Ford Models. Retrieved from https://models.com/agency/Ford-

Models/profile

Nicholas. (2015, April 24.). How to determine the proper size for an event team.
Everwall. Retrieved from https://everwall.com/blog/how-to-determine-the-
proper-size-for-an-event-team/

PETA. (n.d.). Animals used for clothing. Retrieved from

https://www.peta.org/issues/animals-used-for-clothing/

PixLee.com (n.d.) 3 Reasons Why Tik Tok is Pivotal for Influencer Marketing.
Retrieved from https://www.pixlee.com/blog/tiktok-influencer-marketing/

Riano, P (2019). The winner takes it all: top 10 fashion companies hold 10% of
the global market. Retrieved from https://www.themds.com/companies/the-
winner-takes-it-all-top-10-fashion-companies-hold-10-of-the-global-
market.html

P AGE 4 2
Sabanoglu, T. (2021). Operating profit of the H&M Group worldwide 2009-
2019. Retrieved from https://www.statista.com/statistics/252191/profit-of-the-
h-und-m-group-worldwide/

Saranya (2017). Influence of fashion shows on the fashion market and on

society. Retrieved from https://www.fibre2fashion.com/industry-
article/7935/influence-of-fashion-shows-on-the-fashion-market-and-on-society

Schmidt, W. (n.d.). The 3 Stages of Social Media Marketing for Events. Retrieved
from https://www.classy.org/blog/social-media-marketing-for-events/

Sergan, E. (2020, August 10). H&M will turn your ratty old T-shirt into a brand
new sweater. Fast company. Retrieved from
https://www.fastcompany.com/90561368/hm-will-turn-your-ratty-old-t-shirt-
into-a-brand-new-sweater

Simconblog (2015). Hennes & Mauritz Brand Analysis. Retrieved from

https://simconblog.wordpress.com/2015/12/19/h-n-m-brand-analysis/

Spotify (n.d.) About. Retrieved from

https://open.spotify.com/artist/2SPt3i9sJKS1qiMQQQr9LS

Statista Research Department (2020). H&M Group - Statistics & Facts.

Retrieved from https://www.statista.com/topics/3733/handm-group/

TheFamousPeople.com. (n.d.). Kaycee Rice. Retrieved from

https://www.thefamouspeople.com/profiles/kaycee-rice-42229.php

Trustmary. (n.d.). 7 real examples you can copy of using fear of missing out
fomo in advertising. Retrieved from https://www.trustmary.com/blog/7-real-
examples-you-can-copy-of-using-fear-of-missing-out-fomo-in-
advertising/#:~:text=Showing%20items%20left%20in%20the,and%20end%20u
p%20buying%20it.

P AGE 4 3