H & M Advertisement Analysis

9.1 Advertising

Along with entering the era of a new notion of "massclusivity", H&M has been going upmarket, so as its' advertisement campaigns. According to Jorgen Andersson, a lower class society wants to experience glamorous side of life, as now they can afford this type of lifestyle, once past only reserved for the wealthiest. The Swedish brand has been pioneer in creating simple but effective ads. Fashion campaigns feature clear concept, which convey brand's identity.

Rather than telling the whole story behind fashion or sending a concrete message, frames intend to portray different styles and occasions in accordance to the newest trends (Tungate 2008). The company applies several different communication tools in their advertising activities.

Two years later they produced similar music video with a super model Gisele Bundchen, singing the Blonde's cover "Heart of Glass" on a sunny beach. The cover was than recorded by Bundchen and Bob Sinclar and available on Itunes for a 1,29$. Each dollar from this project was donated to UNICEF (Marketing News 2014). Furthermore, it is worth mentioning that H&M was the first fast fashion brand to partnership with international super models. Joan Smalls, Adriana Lima, Doutzen Krause, Cara Delevigne or Polish sensation Anja Rubik are only few of many famous names in the fashion industry, featured in H&M's ads throughout the years . Beside word class top models, the company is known for cooperating with many celebrities like Beyonce or Lady Gaga . Hence, featuring famous people from music and entertainment industry seems to be one of the most appealing marketing activities, encouraging customers that they can dress as they role models. Lastly, the most innovative and unpredictable campaign that steered a lot of buzz in France was connected with the launch of Isabel Marant's limited collection. H&M created a number of outdoor ads that were invisible. In order to discover a product featured, pedestrians had to send a Tweet. As a reward, a certain piece of clothing was booked for them before the collection appeared online and in stores (Marketing News

Thanks to these unusual partnerships, the Swedish brand has gained a competitive advantage over other competitors, who now follow the lead of the innovative company (H&M 2015).

9.2 Sales promotion

Traditionally, reduction of prices is introduced by H&M to sell a previous collection, while introducing a new one and it is practiced four times a year. However, the company as well implements mid-season sales, in time, which a consumer can purchase clothing still relevant to a present season with a 30% discount. In addition, H&M introduced member cards for their loyal consumers. Thus, for every purchase that a customer makes online or in store, a member of a club card earns points, which later turn into 20-50% discounts or "get two pay for one deals". The cardholder gets invitations to the "members only" night sales or special launching events (H&M

Introduction to Marketing 2012). Furthermore, as many other competitors, the company applies special gift cards that are attached to a purchase for a certain amount of money. The newest idea connected with sales promotion was performed online as a flash sale. Therefore, on 6th of