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H&M's Marketing Analysis

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term papers
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  1. H&M in Brief
    1. History of the brand
    2. The customers
    3. The stores
  2. H&M Marketing Strategy
    1. Mix marketing
    2. Role of the visual merchandiser
    3. Merchandising action plan
  3. Kids Department
    1. Mapping
    2. In-store zoning
    3. In-store displays

H&M's founder Erling Persson, began as a buisnessman in Vasteras, Sweden. During a trip to the USA in 1947, Erling became interested in a new kind of clothing store that combined a high turnover of garments with low prices. Upon his return home, he opened the first Hennes retail store in Vasteras on September the 13th, 1947. He called it ?Hennes?- the Swedish word for ?Hers? because he sold women's clothing exclusively. Hennes expanded steadily during the 1950s and the 1960s. When the company expanded to Stockholm, Sweden in 1968, Persson acquired Mauritz Widforss, a hunting and gun store located in Sergelgatan in Stockholm. His acquisition included the store's stock of men's clothing. The company changed its name to Hennes & Mauritz. Stefan Persson, Erling Persson's son, was CEO of H&M from 1982 to 1988, a period of particularly rapid expansion. Since 1998, Stefan Persson has been executive Chairman of the Board. Rolf Eriksen was appointed CEO in 2000.

[...] children's clothes are carefully tested to ensure that they meet the highest safety standards. In-store zoning T he kids department is strategically located next to women's wear, underwear and pregnancy areas. This is an interesting strategy because the real target is the mother who shops for her children, even if the children can actively participate in the shopping experience. In order to add on sales, one can always find additional items next to the cash register. In-store display I n the kids department, the merchandise is presented in 2 levels: The lower one is dedicated to the children in order to give them the possibility to choose and touch. [...]


[...] and employs about 68,000 people. The customers A strong brand and competitively priced products are important factors of success. H&M constantly strives to offer customers fashion for every occasion in new and creative ways. H&M focuses on the fashion-conscious consumer and offers a wide and varied assortment of products. The customers can find clothes, shoes and accessories from which they can create their own personal style to suit any occasion. Finding something new and exciting should always be possible because the assortment is constantly updated with new merchandise in order to surprise the customers with exciting new products. [...]

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