H & M Marketing Strategy Essay

1103 Words5 Pages

General Marketing Strategy
H&M is a Swedish fashion multinational company known for its fast-fashion clothing for men, women, teenagers and children. The general idea behind H&M marketing strategy is to promote quality for affordable prices and sustainability.
Price: The fashion brand ensures the best price by:
• in-house design
• no middlemen
• large purchasing volumes
• buying the right products from the right markets
• efficient logistics
• cost-consciousness in all parts of the organisation
H&M does not own factories, but instead buys products from independent suppliers that are close long-term partners of H&M in Asia and Europe.
Sustainability: H&M has shown itself as one of the most environments concerned company’s today. H&M is the first fashion company in the world that has launched an global initiative, that means customers can hand in unwanted garments- from any brand in any condition- to H&M stores. They have created a “closed loop system” meaning, the old garments are turned into new ones. The campaign of collecting the old garments was …show more content…

H&M is, alongside Gap, Levis and Zara, one of the main buyers of the booming Cambodian garment industry. Due to the low wage and consequently low calorie intake, many workers in H&M factories are malnourished, however, such problems are existing in other factories in Bangladesh.
In year 2013 fashion retail industry faced the world’s largest garment factory disaster Rana Plaza factory in Bangladesh collapsed killing more than 1 100 people and injuring twice as much. Even though H&M was not cooperating with the particular factory, world-wide attention was brought to labor work and living conditions in garment factories in Asia. However, 2 years after the factory collapse, the sitatuion has not much

Open Document