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-a never ending passion for fashion-

By: Lohith KHANDAVALLI

The American Business School of Paris
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H&M is a well-known strong establishment. Their business idea is "Design and

quality at the best cost" is as clear as their values, which depend on a central regard
for every person and remember a firm conviction for their kin. Other shared qualities
are collaboration, effortlessness, enterprising soul, cost cognisance,
straightforwardness and receptiveness, just as striving for steady enhancements.
These qualities represent "the H&M soul" and they are exactly the same qualities as
those on which H&M was first established by his granddad Erling Persson in 1947.
Today they are all over world with thousands of H&M partners who serve a huge
number of clients. They return from a wide range of grounds and nationalities,
however regardless of what our identity is, they are joined by the H&M soul and the
longing to give their customers the most ideal design of best mix of style, quality
furthermore cost. They are available in numerous business sectors around the globe,
growing quickly and selecting new representatives consistently. During this season of
solid extension, our prosperity is like never before reliant on our kin. They know how
to act and how to treat one another, their customers, their providers and different
partners as they work together and cooperate with their general surroundings
consistently. In this setting it is essential that regardless of what their job is at H&M,
in every case same as noted by their qualities and rules and that they are good
example of H&M. The point when they work together "the H&M way” they do
morally, sincerely and capably. They consistently energise their providers and
different colleagues to do the same.
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The H&M way

In 1947 the story of H&M was started first Hennes store in Vasteras, Swe3den
by Erling Persson by selling women’s clothing. And later on 1960’s they started their
first store outside of Sweden in Norway. And on 1968 the name is changed to Hennes
& Mauritz and slowly stepped into men’s clothing and also children’s clothing. And
in 1970’s they listed on Stockholm stock exchange. And opened their first store
outside of London in Scandinavia. And later on they expanded business in new areas
of European regions of Germany, Netherlands, Belgium, Austria, Luxembourg,
Finland and France. And 2000’s started first store in US and Spain and also started in
Asia. New designer came up on 2004 named Karl Lagerfeld collaborated and after
him many more came for collaboration. And around2008 the brand stated as non-
profit global foundation. And by the end of 2010 store opened more 2000 stores and
also started their first venture in Japan. And in 2011 the store started their incentive
program to employees. And by the end of 2013 it’s opened 3000 stores and also
started their first venture in china.

What they They deliver business concept of

fashion and quality at best price to every

DO customer and always they follow the

same formula they did today, tomorrow
and in the future.

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A responsible fashion company

WHO they
which are good at creativity, customer
focused and value driven. Their main
essential is fashion, fun and action.

are Their culture, values and guidelines

which describes their brand identity.
They are always focused on “ who we
are, what we do, how we do” just to
encourage new talents to grow and
sustain in field. 


How THEY work together

H&M workplace is a place of fun, creative and dynamic workforce. Th444e
environment over there is good essential teamwork where all employees grow
together. H&M treat their employees as ambassador for the company whatever they
do is follow togetherness in the work either internally or externally. 44

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Advantage of H&M success is their employees. They’re committed to maintain
best workplace all this itself says they were best follower of human rights. They treat
each other with integrity, dignity, humbleness and respect. And they never encourage
discrimination and harassment in any point of situation. Teamwork is their best
principle that they follow to sustain their brand success. Employees treat their higher
officials as role models because they always create delegation, inspiration and
motivation and always takes a feedback to improve or manage their workplace. And
H&M always concerned of their employees and track their safety and health. It
encourage every individual employee to report any accidents or health problems of
their fellow employees so that managers can help them somehow to solve their
problem. And their best policy is being “straight forward”. And their each have
common responsibility that striving for sustainability. H&M is ethical do not accept
any corruption.they always follow code of this and their company policy is that they
were clearly follow anti-corruption policies and do not tolerate any bribery and
corruption. Their main advantage is being confidential and being privacy at
company’s information and assets, contracts, pricing and customer data.
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How they handle EXTERNAL RELATIONS

H&M utilise everyday to be connect with the world in different situations.
Every individual worker always follow the guidelines and put their handwork to
bring their brand into fame. They always be genuine and interactively with
customers, suppliers, stakeholders and business partners in all aspects of openness,
communicative, accessibility, objectivity and sensitivity. H&M is in a good
commitment with customers to deliver good fashionable clothing styles at reasonable
prices. Brand always at attention on what quality they were proving to market. H&M
interaction with customer is more than like friendly either at store or online they
promised to deliver friendly support. This got the brand as best service providers.
Brand always concentrate on how durable their products are and user friendly, well-
made, well-cut, safe and free from. Harmful chemicals. And they always aim to be in
forefront of sustainability of what brand offers to customers. And the marketing part
where H&M plays a good game. The way they do market is to create positive impact
on the customers, and they do that in an attractive way in store or external media and
online too, here the customers fall into love with the brand. Their marketing strategy
is clear at what they doing to deliver to customers about new products. 

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Customer service in To enhance customer service

H&M is focusing on various concepts
STORE on store with the help of new
technologies to adapt the product range
and the how the products presenting to
the customers. Extending their services
and coming up with new services
attracts the customer and also makes to
stay in store for long time.

Consumer RELATIONS
H&M always follow new age of retailing is followed by changing the
relationships between retailers and customers. Here always retailers drives the market
by driving the consumers behaviour instead of being driven by them. It always
creates thrilling shopping experience to customers with their styles and prices. It
creates an impact on customers that these H&M styles best fit their physique and
needs.
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Consumer BEHAVIOUR
After social media came into existence, the H&M consumer behaviour and
purchasing habits have changed before & after. Before the social media, the
consumers used to spend hours of time on looking of items which are displayed in
shelf. And now-a-days they’re everything getting from magazines and printed
publications. And now the help of Instagram, Pinterest and Facebook users are
actively posting their styles and trends just to influence others. Now human
psychology is to post something that they have bought from crowd and display it to
social network followers. In this, they’re promoting brand without knowingly.

Purchasing BEHAVIOUR
A recent consumer studies shows that 81% of people are influenced by social
network promotions and friends posts and 85% are influenced by celebrity
endorsements as a decision of buying it. After a survey taken by H&M group, as it
portrayed as more than 12000 customers from US and UK are purchased the items by
seeing them on friends posts and following the company’s page on social media
networks. This strongly says that social media impact on consumers buying decision.
And also fashion trends are short span of time because every time trends & styles are
changing and that’s the reason people buy low-cost items to stay on trend and to share
on social media networks. Here fashion culture is ruling by celebrities and later on by
seeing them people buying and sharing those pictures on social media to influence
others. H&M main motive is that only rich people shouldn’t wear good made clothes
anybody can wear stylish clothes at affordable prices and that’s the reason they
design stylish fashion items at nominal price ranges. However for H&M fast fashion
trends like affordable clothes who constantly change and also social media impact
helps their fashion industry evolving.
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References:
[1] https://www.ukessays.com/services/example-essays/business/analysis-and-evaluation-
of-h-and-m-market-success.php
[2] https://www.referralcandy.com/blog/hm-word-of-mouth-marketing/
[3] https://www.ukessays.com/services/example-essays/business/analysis-and-evaluation-
of-h-and-m-market-success.php
[4] https://www.ukessays.com/services/example-essays/business/analysis-and-evaluation-
of-h-and-m-market-success.php
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[5] https://www.bloomberg.com/news/articles/2019-10-27/h-m-ceo-sees-terrible-fallout-as-
consumer-shaming-spreads
[6] https://about.hm.com/content/dam/hmgroup/groupsite/documents/en/
D i g i t a l % 2 0 A n n u a l % 2 0 R e p o r t / 2 0 1 7 /
Annual%20Report%202017%20Customers%20the%20world%20around.pdf