PRINCIPLE OF MARKETING (BBAM 1313) : H&M

Lecturer: Dr. Normy Rafida Binti Abdul Rahman
Subject: Principle of Marketing

1. H&m
-Individual Assignment-
Presented by Nurul Shahila (BACC20230901249)
Lecturer name: Dr. Normy Rafida Binti Abdul Rahman
marketing plan for the product

2. Contents :)
Introduction
Background of the products / services of women
wear of H&M
Executive summary
Market Research
Target Market
Positioning
Marketing Mix
Implementation
Conclusion

3. Introduction
Erling Persson established H&M (Hennes & Mauritz),
a multinational clothing retailer based in Västerås,
Swedan, in 1947.
The company started as a single women’s clothing
store called “Hennes” (Swedish for “hers”).
H&M offers a variety of products, including clothing,
accessories, shoes, and beauty items for women, men,
teens, and children.
H&M is a significant force in the fashion industry,
operating around 4,298 stores in 77 markets with
online sales in 60 markets.

4. Background of the
product of women wear
Globally recognised fashion retailer H&M (Hennes & Mauritz) sells a range of
goods, including clothing for women.
H&M’s women’s wear includes wide selection of clothing items, ranging from
casual wear to formal attire.
H&M focused on providing modern, versatile, and trend-driven clothing that
appeals to a broad audience.
Clothing form sustainable materials like Tencel, recycled polyester, and organic
cotton is part of their women’s wear line.

5. H&M is will-known for its prominent partnerships with celebrities and designers.
Its low prices and extensive distribution network, H&M’s women’s clothing is
affordable for a brand spectrum of consumers.
Customers can easily purchase the brand’s products through its physical stores and
online shopping platforms.
Background of the product
of women wear (Cont’)

6. Executive summary
The product range is a wide range of women’s clothes, including tops, dresses,
bottoms, outerwear, sportwear, and accessories, are available at H&M.
By combining environmentally friendly materials like organic cotton and recycled
textiles into their women’s collections, H&M is actively promoting sustainability.
H&M womenswear is easily accessible to millions of customers worldwide thanks to
its strong online platform and robust presence in over 74 countries.
High-profile partnerships with well-known designers and celebrities, releasing
unique and limited-edition collections of women’s clothing.

7. Market research
H&M, one of the biggest fast fashion retailers in the world, faces off against major players
like SHEIN and Uniqlo.
With a large customer base spanning more than 70 countries H&M has made a name for
itself as a leader in the women’s wear industry. One of its main sources of income is still the
women’s wear section.
Consumers are demanding more eco-friendly and sustainable clothing options.
The sales growth of e-commerce has been sustained by H&M robust online platform.
Gaining a competitive advantage in the women’s fashion sector is possible for H&M
through investments in digital transformation, growth in emerging markets, and improved
eco-friendly practices.

8. Market research (Cont’)

9. Target Market
Demographic
1.
Age
The income level of customers
Occupation
Psychographic
2.
Lifestyle
Values & Beliefs
Fashion preferences

10. Positioning
The product of H&M is unique because fashion-forward women
between the ages of 16 and 45 years old can find a wide range of
fashionable, multipurpose, and eco-friendly women’s wear at H&M.
H&M also offers a wide selection of clothing that fits a variety of
body shapes and sizes, making it possible for women to find stylish,
well-fitting items that meet their specific needs.

11. Marketing mix
Product
1.
Price
2.
Place
3.
Promotion
4.
Wide range of products
Fast-Fashion Appeal
Quality and Sustainability
Affordable Pricing
Value of money
Promoting Pricing
Physical Stores
Online stores
Global reach
Advertising
Social Media
Sales Promotion

12. IMPLEmentation

13. IMPLEmentation

14. The success of H&M can be attributed in large part to its womenswear division,
which generates a large portion of its global revenue.
H&M competes in the fiercely competitive fast-fashion market with
competitors like SHEIN and Uniqlo.
H&M leverages its wide-ranging global reach, resilient online platform, and
active social media presence to effectively reach a broad audience.
H&M is constantly innovating due to its challenges, which include competition
from online-only brands like SHEIN and environmental issues associated with
fast fashion.
Conclusion

15. Appendix
Organic Cotton Recycled polyester

16. Thank
You