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Profile of H&M: A Pioneer of Fast Fashion - Product Image

Profile of H&M: A Pioneer of Fast Fashion

  • Published: October 2007
  • Region: World
  • 26 Pages
  • Textiles Intelligence

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H&M is one of the world’s largest and fastest growing clothing retailers. The company is also a pioneer of “fast fashion”: a term used to describe clothing collections which are based on the most recent fashion trends on the catwalk but which are designed and manufactured quickly, are affordable, and are aimed at mainstream consumers. By maintaining efficiency and flexibility throughout its supply chain, H&M is able to respond quickly to changes in fashion trends.

By virtue of its fashion know-how and its adeptness in anticipating trends, H&M has achieved popularity among consumers. This popularity has enabled the company to grow at a formidable rate—despite overcrowding in the clothing market and, at times, sluggish consumer spending.

H&M has a keen understanding of its target market—which is the low price, high fashion end of the clothing sector—and is closely attuned to what mainstream consumers want. It enjoys a strong following among women, particularly those in younger age groups, who make up the majority of its customers. By selling a broad range of fashionable collections which are renewed frequently, by offering READ MORE >

SUMMARY

INTRODUCTION

COMPANY DEVELOPMENT

CORPORATE STRUCTURE AND STRATEGY
Organisation
Management and ownership
Strategy and goals

CORPORATE SOCIAL AND ENVIRONMENTAL RESPONSIBILITY
Social initiatives
Environmental initiatives
Product policy

PRODUCTS
Product overview
Fast fashion
Product design
Brands
Product diversification

PRODUCT SOURCING, LOGISTICS AND DISTRIBUTION
Garment sourcing and suppliers
Quality and safety testing
Purchasing and logistics
Lead times
Distribution channels
Stores
Location of stores
Catalogue and online retailing

SALES AND MARKETING
International expansion
Brand promotion
Innovation
Celebrity endorsements
Collaboration with top fashion designers
Market position

FINANCIAL PERFORMANCE

OUTLOOK

List of tables
Table 1: H&M: sales, 1985/86-2005/06
Table 2: Major players in the fashion industry
Table 3: H&M: key product categories and brands
Table 4: H&M: geographical distribution of sales, 2004/05 and 2005/06
Table 5: H&M: sales by country, 2004/05 and 2005/06
Table 6: Germany: leading clothing retailers by value, 2005
Table 7: H&M: store locations, 2007
Table 8: H&M: key financial data, 2001/02-2005/06
Table 9: H&M: percentage change in monthly sales, 2003/04-2006/07

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Format Properties
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