H & M Case Study

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4.1. Background of H&M Retail Stores
The H&M retailers have experienced significant expansion in their operation in the fashion industry. It began as a single store, but has experienced growth to a leading global seller and distributor of fashion products (H&M, 2016b). Erling Persson founded the store in 1947 while in Sweden, which has expanded to a fast fashion business that has attracted customers across the globe. In specific case, H&M (2016c) noted that Hong Kong has experienced growth in the economic approaches until recent months where Chinese economy is undergoing bubbles that has affected revenue from business (H&M, 2016a). However, the past growth has faced challenges in relation to maintaining customers in the retail store. For this reason, the organisation restructured the operations to provide quality services as a source of competitiveness in the market featured by high competition and specific requirements from the consumers (H&M, 2016e). Currently, the H&M operates more than 2206 stores that are distributed in 43 countries and employing 94,000 employees who work in the stores (H&M, 2016d). Fast Fashion is regarded as the ability to change with the changing trends in the fashion industry (H&M, 2016g). This significant practice influences the preferences by the consumers regarding the brand. Customers in the fashion market want to appear unique and attractive with women developing a sense of attractiveness that they

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