H&

UNIVERSITATEA A. I. CUZA IAI

FACULTATEA DE ECONOMIE I ADMINISTRAREA AFACERILOR
EXTENIUNEA BLI

Fashion and Quality at the best Price !

They developed:
Bunescu Mariana
Cucuruza Alina
Paladi Ana

Content:

About H&M

The Marketing Mix for H&M

Product

Place

Price

Promotion

SWOT Analysis H&M

Conclusion.

H&M

About H&M
The full company name Hennes & Mauritz was rebranded to H&M
to simplify worldwide perception of the brand.
H&M is a clothing store who has markets in Asia, Europe, Middle
East & Northern Africa and North America which consists of 2,600
stores.

About H&M

H&M targets infants, young adults and also

working and retired individuals.

Consumers can purchase the latest clothing items,

shoes or accessories for a low cost much cheaper
than H&MS competitors.

Product
wide

range of clothes and accessories with lower

price and reasonable quality, inspired by the latest
catwalk trends;
H&M offers sportswear, lingerie, cosmetics and
home department;
Around the world H&M clothing is known for
always being is style and for its high quality.

Place
There are 2500 H&M stores worldwide in 43
markets;
The aim for H&M is to always be placed in busy
areas such as popular malls and big cities;
H&M also has an online shopping website to service
its customers to be more convenient. They can
browse, interact and order the product everywhere
and at anytime directly from their home, the brand
also provides shipping all over the world.

Price

H&M are known for its chic,

stylish clothing for low prices

H&M business concept is to

offer fashionable
and high
quality clothing with the BEST
PRICE

The price of clothing at H&M is

quite cheap, rarely will you see
an item over 100$

Price

H&M

attract its customers and

also get clebrities to model its
clothing. For exemple in the
picture below , it shows a
fashionable item costing very
little being worn by Madonna.

H&M spend many effort on promotion, no matter the

outdoor advertising, direct market H&M magazine, and
also the press even the famous blogger and world celebrities;
word of mouth is a powerful tool;

The company uses video advertisements, print

advertisements and the concept of e-marketing to meet the
consumers from everywhere;

H&M invest a lot in advertising and marketing campaign.

Pro
mo
ti

on

SWOT Analysis H&M

Strengths

Weaknesses

-providing quality fashion at best price through

strong procurement and designing strategy
-wide geographical market presence
-collaboration with designers

-product recall

Opportunities

Threats

-business expansion in new and existing markets

- H&M Home initiative
-establishing a footprint in Japan

-declining consumer confidence

-intense competition

H&MCollaboration

Conclusion

H&M believes that giving the customer unbeatable value by offering fashion and quality at
the best price is what makes them successful.

The company works consists of five individual brands such as H&M, COS, Monki,
Weekday and Cheap Monkey. This insures that the stores will have a variety of styles for
all age groups.

They developed:
Bunescu Mariana
Cucuruza Alina
Paladi Ana