Client Profile About the company: H & M Hennes & Mauritz. Started as a single women’s wear shop in Västerås, Sweden, and now has six different brands and 3,000 stores all around the world. H&M’s fashion for women is the largest of the collections. It comprises everything from the latest must-haves to updated fashion classics. From casual day wear to amazing party dresses, via relaxed leisure separates, high performance sportswear and contemporary maternity apparel – it’s all here. Basically clothes for almost all times and days of the week. Mission/Vision/Goals: H&M’s business operations aim to be run in a way that is economically, socially and environmentally sustainable. By sustainable, we mean that the needs of both present and future generations must be fulfilled. Target Audience: Women ages 18-34 in America, single or married. From college students to young professionals, the audience looks for decently priced clothing that is good quality, look for casual day clothes, professional clothes and nightlife clothes. They are either in school or working and enjoy being social. May not have an extremely high income, more of a middle class income. Industry: Women’s clothing industry, good quality and cheap. Better quality than other cheap clothing brands such as Forever 21. Strengths and Core Competencies: Six different brands and 3,000 stores all around the world. Economically, socially and environmentally sustainable. Affordable and fashionable clothes, strong brand image, strong marketing skills. Products/Services: For ladies fashion, clothes including tops, shirts, blouses, cardigans, sweaters, dressed, skirts, pants, jeans, shorts, jackets, coats, blazers, office wear, Sportswear, lingerie, socks, tights, sleepwear, swim wear, accessories, shoes, cosmetics and maternity wear. Services includes 3,000 stores around the world, promotions, in store and Online shopping Tone/Current Design Style Used: Bold and straight forward, hip music playing, high energy. Simple website, easy to use. Niche: Quality clothes at very affordable prices. Higher quality than most stores like this. Locations all over the country and easy Online shopping.
Creative Brief Unique Selling Proposition: H&M’s fashion for women is the largest of the collections. They offer clothes for almost any day and time of the week at very decent prices. A very popular brand image and offers a wide variety of store locations. Established brand that started with one store in Sweden to now having over 3,000 stores around the world, with cheap, high quality products. Objective/Purpose/Goals: To revamp the brand image to keep up with the trends/time. Want to surprise their customers with an exciting re-branding. We have a strong presence in the market and want to keep it that way and draw in new customers as well. Taglines: Fashion and quality at the best price; From casual to daring; Cozy comfort and soft touch; Get ready to do some serious shopping; You look nice today.
SWOT Analysis Strengths: Cheap but high quality clothing. One of the largest global clothing retailers. Six different brands and 3,000 stores worldwide. Strong brand image. Well-developed marketing skills. Stay at the forefront of fashion. Delivery time is very low; it takes only 12 weeks for their products to come from the design stage to the retailer phase. Weaknesses: Buying such large volumes could lead to overstocking and later on lead to lowering of the already affordable prices. Target customer base changes often due to economic conditions. Depends completely on outside suppliers to manufacture their products. Outsourcing can be a risk to H&M’s reputation. Opportunities: Online shopping is growing and becoming increasingly important. Expand addressable market. Growth in global markets such as Asia. Globally, the apparel, accessories and luxury goods market is growing. Threats: Poor economic conditions. Competition such as Zara, Gap, Old Navy and Forever 21. Prominence of value retailers and premium luxury brands is increasing.
Expanded Target Market Age: 25 Gender: Female. Location: United States (New York). Income Level: $45,000 annually. Social Class: Upper middle class. Occupation: Ad agent for Blue Fountain Media. Education: High school education and bachelor’s degree. Marital Status: Single, dating. Hobbies: Socializing when not at work, exercising, yoga, cooking and social media guru. Our Customer Name: Samantha Shields
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Competitor Analysis What is everyone else doing? H&M’s main competitors include Zara, Old Navy, Gap and Forever 21. Zara and Forever 21 are very similar to H&M with their low prices. They are also trying to keep consumers satisfied and stay afloat in the economy. Current trends in the market? They are also trying to keep consumers satisfied and stay afloat in the economy. Clothing is not a necessity such as food, etc., so everyone is trying to promote their brand. How everyone else is doing it: Advertising their low prices and quality clothing along with possible promotions.
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Graphic Toolbox Logo Concepts
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Style Guide
CMYK: 53 91 41 45 CMYK: 40 94 54 36 RGB: 89 32 63 RGB: 115 32 63 CMYK: 33 97 57 25 CMYK: 25 97 55 10 RGB: 139 32 69 RGB: 173 40 81
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Closing Paragraph In conclusion, for this re branding we wanted to improve on our already strong, well known brand image. We wanted to recreate images that were eye-catching, and give the world a taste of something new. H&M already has a set edgy image, and we wanted to make some tweaks to make it that much more appealing. The colors and fonts do not stray too far from the original which is what we were aiming for because we want to keep the customers familiar with the brand that they know. We hope that you will enjoy this fun, edgy re brand of H&M! Alex and Stephanie