Group8 H M PPT
Uploaded by
Turner TuringGroup8 H M PPT
Uploaded by
Turner TuringMarketing Management
H&M
Submitted to – Prof. Rajarshi Debnath
By group 8
Aarsh Pathak(163001) Anuj Bhoot(163010)
Aman Mathur(163011) Amika Malhotra(163012)
Aditya Arora(163019) Shivangi Bhardwaj(163025)
This Photo by Unknown author is licensed under CC BY-SA.
Introduction
H&M invites us to act naturally and feel like we really have Their brands all have their own interesting personality, Their qualities depend on regard for the individual and a
a place. They help us rethink the eventual fate of a whole and they complete one another well. Together they offer faith in individuals' capacity to utilize their drive, and they
industry by making everybody look, feel, and accomplish an incredible assortment of styles and patterns inside urge everybody to act naturally and regard others for
something beneficial. They invest wholeheartedly in their design and extras, magnificence and athletic apparel as what their identity is. These qualities assist with making
set of experiences of making design open to everybody well as insides. an open and rational corporate culture that advances
and drove by their qualities they endeavor to fabricate a cooperation and a pioneering soul, and where everybody
seriously inviting, comprehensive, and can have an effect.
supportable industry.
Fashion and Environment
The growing trend of sustainable shopping is spurring change in the fashion world,
and the head of fashion giant Hennes & Mauritz AB, or H&M, called the shift a
"social" threat. H&M CEO Karl-Johan Persson, was concerned about protests that
encourage consumers to "'stop doing things, stop consuming, stop flying.'"
Fashion has taken heat in recent years for the industry's role in producing 10% of
global greenhouse gas emissions through manufacturing and distribution, in addition
to water pollution, textile waste, and social burdens of low-quality working
conditions.
H&M, which also owns brands Cos, Weekday, H&M Home, and Arket, has been one of
the most vocal companies to address its efforts in reducing the negative impact of fast
fashion, touting initiatives like textile innovation and clothing recycling programs.
Persson added that he was primarily concerned with developing "environmental
innovation, renewable energy, improved materials," like the company's programs that
roll out solar panels for factories and its foray into unconventional but sustainable
fabrics like citrus peel.
PESTEL ANALYSIS OF
H&M
POLITICAL-
To stop international disagreements over regulatory issues, they entered the franchise
business. International enterprises must abide by the rules and regulations that each
nation has established, such as trade laws and consumer protection laws.
ECONOMIC-
Like every other firm, H&M has suffered from the Covid-19 pandemic. Because of the
lockdown scenario in several countries for a considerable period of time, almost 80%
of H&M stores were closed, which naturally cost them 18% of their net sales in 2020.
Although it couldn't totally reverse the loss, the business did play it smart by putting a
lot of effort into online retailing during this challenging time, which kept them afloat.
SOCIO-CULTURAL-
In an effort to stop the destruction brought on by Covid-19, the H&M Foundation gave
US $500,000 to WHO.has done a fantastic job of both recognising and responding to
this need; they have even been recognised for their CSR efforts. As the first runners-up
for the best report award in 2018, they were recognised for their sustainability report.
This Photo by Unknown author is licensed under CC BY.
TECHNOLOGICAL-
The owner of H&M has always been interested in enhancing their current supply chain by using cutting-edge
technological developments to make it much more effective. In 2020, they finally made large expenditures in
this area, and they were quite profitable.
A brand-new, cutting-edge logistics facility has just been established in the UK. This center will serve as a guide
for more centers to come.
LEGAL-
H&M was fined €35,258,707.95, or around $41.2 million, on October 1, 2020 by the Hamburg Commissioner
for Data Protection and Freedom of Information. Due to the discovery that a sizable portion of their employee
data was exposed to the public, a fine was imposed on their Hamburg, Germany-based subsidiary.
Nevertheless, H&M strictly abides by international law, especially with regard to the nations in which they do
business. They prohibit hiring people under the age of 18, ensure that the suppliers they work with follow the
law, guarantee that their employees have safe working conditions everywhere they are employed
ENVIRONMENTAL-
The Dagens Industry in Sweden named H&M Groups as the most sustainable consumer goods firm for the year
2020. Additionally, they received the third-best grade for cotton sustainability in 2020. They were recognised
for being among the top 16 businesses in 2019 to switch to using more environmentally friendly raw materials,
according to the Material Change Index.
This Photo by Unknown author is licensed under CC BY.
Ansoff Matrix
Product Life Cycle
INTRODUCTION GROWTH STAGE
STAGE
MATURITY DECLINE STAGE
STAGE
PRODUCT LIFE
CYCLE FOR H&M
Company Life Cycle: Maturity Stage
Product: “Fast Fashion Clothing Brand”
Price: Low cost and High design
Promotion: Multi-channel promotion
strategy
Place: Simplicity, Reliability and
transparency
(Segmentation, Targeting and Positioning)
Strategy of H&M
Segmentation-
The types of segmentation that H&M uses are Demographic and Psychographic segmentation-
Demographic segmentation
• Demographic segmentation is the division of a market based on age, gender, geography, class,
income, and so on.
• In general, the company sells contemporary items at cheap costs, mostly targeting middle-class
and college-going students aged 15 to 30.
• Segmented into classes—from middle class to high society—by offering low-cost to expensive
things.
Psychographic segmentation
Psychographic segmentation means segmenting the market based on customer interests,
personality, lifestyle,social class, status etc
Targeting-
H&M's target customers are people who are interested in the
newest fashion trends and want to purchase appealing apparel
and accessories at a low cost.H&M primarily targets stylish and
trending clients who are eager to spend their money on high-
quality clothing.
To be more exact, they are as follows:
• Students at college: This is a potential target market since they
want to possess attractive clothing and accessories at a
reasonable price, something H&M excels at.
• Women: This is an important target group because the
company also sells children's and men's clothing, and women
are often the ones who buy for them.
Positioning-
• H&M is a fast-fashion apparel company that creates items in
rented or owned stores and sells them across the world.
• Furthermore, the firm operates both online and offline by
focusing on social, economic, and environmental sustainability.
