YOUR FASHION EYE: June 2014

COMPANY BACKGROUND

what we know as H&M today was in 1947 a tiny, newly opened women's store in vasteras, sweden, originally named "Hennes" whiich is swedish "for her's".

Hennes underwent its change 1968 when the founder Erling persson purchased a hunting and fishing store.

That equipment store was called Mauritz widfores, leading to what the world now knows as H&M.

The first store to be opened in united states was in NY, was in year 2000

OVERVIEW OF RANGE OF MERCHANDISING

H&M has a wide range of products that is divided into numbers of different concepts for women, men, teenagers, children's and cosmetics.

THE BRANDS are

AREA OF SPECIALIZATION

it is known for its fashion forward clothing store and accessories for men, women, teens and kids. Its vast product pool includes tops, jackets, underwear's, jeans, shoes, swimwear, lingeire and many more

BUSINESS STUCTURE

The business concept of h&m is very clear, it is offering to clients qualitative fashion clothing for low price. The company has its own team of designers, its own team of interior designers, its team for purchasing other brand's production.

It usually stocks up h&m cosmetics supply, making sure that those products will be cheaper than in other stores

LONG TERM OBJECTIVES ARE: these objectives are set in seven key areas - productivity, profitability, competition, employee development, employee relations, technological leadership and public responsibility and show were company wants to be when they are achieved. long term objectives have to be motivating, flexible, measurable, suitable, understandable, realistic and acceptable by employees

MARKETING

They market through campaign which are designed to be clear and
simple and aim to inform. the customer of what is new at H&M

Each season the strive to feauture models with different looks, style and cultural backgrounds to advertise their concepts for women, men teenagers and children's.

PRODUCTION

H&M proves to be good at productivity cheap products of reasonable quality, inspired by the latest catwalks trends, with daily new products in store, the H&M states - Every other fashion company offering a broad range of product for a broad range of people, H&M seems to be doing well

SUPPLIERS FOR THE COMPANY

Many of their products are made in some of the world's poorest countries. Rather than coming their own production factories.

H&M buy their merchandise from about 900 independent suppliers and connected to 1,900 factories & and about 1.6 million people.

SALES PROMOTION

Sale promotion in H&M's is made in two different ways. while H&M's sales is only is done stores, they have their sales divided between online, catalog and retail stores, so sales promotion has to be handled differently. Here, H&M is not as focused on service and personal selling and i find the reason to its great success is mostly because of its business concept to offer the latest trends of great quality to the best price not to charm the customers with excellent service.