Sanika Ajgaonkar
UGADFD L2
5000012943
  

The company was founded by Erling Persson in 1947.

He initially opened his first shop in Vesteras, Sweden. Hennes
meaning hers in Swedish was the name of the shop, exclusively sold
women’s clothing. In 1968, he aquiered an apperal retailer named
Mauritz Wildfross, which led to the collection of menswear and then
the name changed to Hennes and Mauritz.
The brand H&M is a retail company known for its fast
fashion. It has collections for men, women and kids. As of November
2019, H&M operates in 74 countries over 3000 stores. It is the second
largest global clothing retailer. The compay has a significant online
presence.



 

H&M focuses on comfortable clothing. Along with various

silhouettes it mainly wants their focus on comfort of the garment.
As, staying home has been a big part of our lives, The mass is
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working from home for long time and due to this with a shift towards
flexible working, the garments have to focus equally on versatality
and comfort.


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2004, Karl Lagerfeld 2005, Stella McCartney 2006, Viktor & Rolf 2007, Robert Cavalli

h�ps://www.vogue.com/ar�cle/hm-designer-collabora�ons-ranked
 

2008, Comme and Garcons

 2009. Matthew Williamson

2010, Lanvin 2009, 2010, Sonia Rykiel

 
2014, Alexander Wang

2013, Isabel Marant 2012, Versace

2009, Jimmy Choo

 
2015, Balmain

2012, Marni

2020, Sabhyasachi

2016, Kenzo’s Humberto Leon

and Carol Lim
 
 
 

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Affordable Mostly targets the young customers
Quality of products Overstocking
Continuous progress in business Labour abuse

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Use of organic cotton E-commerce allows new entrants
Diversification of e-commerce A risk of foreign exchange fluctuations
Diversified global presence Evolving fashion trends

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 
SO WO

- With the use of organic cotton - Proper wages will lead to progress
the quality of products gets better. in e-commerce.
- With affordable price range there - Less overstocking will give a way
is diversification of e-commerce. to new trends and that will lead to
- Due to diversified global presence broader way of global presence.
there is continuous progress in - More use of organic cotton will
business. cater the larger audience.

ST WT

- Adapting the evolving fashion - Reduce overstocking.

trend faster with good quality of - Target larger audience.
products. - Being fair to labour will
- Due to constant progress, the lower the risk of loss.
new entrants won’t affect the
business.
- Due to affordable peice range,
there is a low risk of fashion
exchange fluctuations.
 …‚„ ‚ 
Apparels and Accessories

Tops & T-shirts Accessories

Dresses Socks
Shirts & Blouses Shoes
Jeans & Trousers
Jumpsuits
Shorts
Skirts
Blazers & Coats
Sweatshirts & Hoodies
Loungewear
Swimwear
Plus Size
Sportswear
Cardigans & Sweaters
Maternitywear
Lingeries
Knitwear

„
 
 …‚„ ‚ 
Apparels and Accessories

T-shirts & Shirts Accessories

Jeans Socks
Trousers Shoes
Jackets & Coats
Hoodies & Sweatshirts
Blazers & Suits
Cardigans & Sweaters
Innerwear
Loungewear
Swimwear
Sportswear
Basics
Plus Size
Denims

„ ‘„
†‡_ ˆ‰Š‹ŠŒŽˆ‡Š
 …‚„ ‚
Women’s wear
INR 249 - INR 18,999

Men’s wear
INR 249 - INR 14,999

Kid’s wear
INR 299 - INR 4299


 …‚„’‚

Following are the places where the stores are

available and the number beside each place
denotes the number of stores available in
that place.

Japan - 105
United States - 593 Switzerland - 99
China - 520 Belgium - 98
Germany - 466 Austria - 87
UK - 305 Canada - 95
France - 235 Finland - 68
Poland - 190 Turkey - 66


Italy - 353 India - 50
Sweden - 177 Norway - 127
Spain - 167 Netherlands - 138
Russia - 147 Denmark - 112
…‚„’‚


 


The brand has various ways

to promote. Some ways are
social media like Instagram
and Facebook. Even they
own a Youtube channel
on which they upload their
ads and even short videos,
fashion films. Banners are 
 

hanging. They also have their

own online website that has
online shopping and news.

  

 

Zara
Uniqlo
Gap
 
American Eagle Outfitters
Forever 21
United Colors of Benetton
Topshop
Mango


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H&M clientele comprises of upper and

upper middle class. The brand is mostly
known for its hoodies and accessories.
It is gender neutral. It has collections for
men, women, kids. It mainly targets the
teenagers and young adults. It attracts
audience from all around the globe.
The consumers of H&M are more of
strivers category.
The personality of the consumers that
are attracted towards H&M are trendy,
fashionable and someone who enjoys
shopping a lot. People who count others
opinions.


 
 •

- H&M has a great variety of products to sell

but 1 category that can be added to the collection
is Athleisure.
- The brand can also develop a collection on
monsoonwear like wind cheaters.
- The company has been collaborating a lot
with various designers but collaborating with
young students from design schools can be a good
opprtunity for the students as well as the brand.
–“­—
 ‚  

V �e��
Fl��� ��es�

S������es�

2010 collection of H&M was all about fresh and breezy designs
with organic fabrics, simplicity and chicness. Majority of designs W�i�� c�l��
Org��i� f���ic�
have highlighted famininity. This was a chic and breezy collection.
The designs had a very soft and romantic feel. Lovely loose
dresses, tunics ( bohemian flair, floaty skirts, cute shorts/trousers
blazers ). The color was white.

B��� �h�rt� H�l� ������

becomegorgeous.com

S/S 2011
 popsugar.com/fashion/hm

T���� Ne��

C��l���es� �l���� /
Dr���e� c��l��

The 2012 collection of H&M had designs like collarless blazers,

asymmetric dresses, blouses, skirts. It had various colors but
they used punched-up hues ( highlighting colors ) like bright
orange, yellow, blue and they even used beige in some garments.

T�i�� ��ng�� /
H�l� ��ng��
B�i�h� c�l�r�
 cosmopolitan.com/uk/fashion

C��l��

L�o�� t�� /
B��� t��

The 2013 collection of H&M had designs that included chunky

tassels, beads, intricate prints, lot of textures. Colors like beige, black,
white, and red in small amount.

S/S 2013
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S������es� ja��e�
www.youtube.com/watch

H&M/springwear.com
C����� ta��l� A��m�� P��n�

The 2014 collection of H&M had prints like intricate prints

animal prints, chunky tassels, lace. The garments were flowy easy
going garments.
S/S2014

Bla�� D����
 S/S 2015

B��� �ott�m�

The 2015 H&M collection had designs that

included palm prints. The fabrics used were
soft. Pale denims were also used in the
collection. Draped silhouettes were also used.

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 D��� �e��

S������es�

The 2016 collection of H&M was called as the ‘Freedom of Bohemian’ ,

as the name says the collection highlighted Boho culture. The design
includes tie dye prints, colors like black, white, muddy red are used.
Floaty dresses were also included in the collection. Bandanas were
also designed. Prints that looked like kaleidoscope were also present.

S/S 2016
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 Sco�� �e��

R��e� ������ R��e� c��l��

The 2017 H&M collection includes designs which have focused

on black and white colors. The garments were flowy. There were
no such prints but stripes were present. Many fabrics were used

S/S 2017
like crape, cotton, leather, organza, etc.

D�����n� f���ic�
vogue.co.uk
 S/S 2018

P��n�

V�����

The 2018 H&M collection celebrated the vivacity

of women. Primary colors were used in the garments.
The garments were easy going which had comfortable
movements of fabrics. The prints were quite strong.

P�l��z�

refiner.com/en-gb/2018
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 anybelle.com/2019/
V��r�n� �r�n��

P��n� T��� t��

Kh���

The 2019 H&M collection had designs that included vibrant

orange color. The dresses were flowy. The colors used were
S/S 2019

earthy like beige, brown, brown also hot colors. Khaki pants
were also included in the collection.

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 Aes��e�i�
V�����

B��lo�� ������

The 2020 H&M collection used vibrant colors like

hot pink, blue, orange. The dresses had volume.
The prints were colorful. The dresses were flowy.

S/S 2020
fashiongonerogue.com

C�l�r�
 After analysing the products over 10 years I came to the conclusion that
H&M plays a lot with silhouettes, collars, sleeves. It also experiments on
prints and colors. It uses vibrant tones like pink, orange, red. In majority
it uses neutral tones like black, white, brown, beige basically earthy colors.
It has also used beads and embellishments in an years collection. They focus
mainly on comfort of the consumer, they develop garments that are flowy
and have easy going movements. It plays with prints too, animal, tie dye,
abstract and intricate prints were once used. Organic fabrics and even fabrics
that are soft are mostly used by this brand. Demins are used for few garments,
mostly lighter shades are used for denims. It also focuses on vivacity on women,
in an year it also highlighted bohemian culture.
REFLECTION