CURRENT STRATEGIC BASIS: H&M’s target is broad as they offer many different product categories to millions of people around the world. Their product selection offers apparel, cosmetics, home goods and more for babies, teenagers, pregnant women, and overall adults of both the female and male gender. They can attract people of all ages, due to their low prices and trendy products, although they mainly target women, as they consume the most (Academia, n.d.), between the ages of 15-30. Although, as their products are segmented into different lines by different styles/occassions/and trends for age groups, each line has a targeted age group. For instance, their Divided line targets teenage young girls due to the style and pricing. H&M aims to “deliver fashion and quality at the best price-to everyone, in a sustainable way- today, tommorow, and in the future”. They vision “to lead the change towards a circular and renewable fashion industry, while being a fair and equal company.” In terms of values, the brand states that in all they do,“sustainability is a natural part” and that “‘When we do business “the H&M way” we do so ethically, honestly and responsibly. We continually encourage our suppliers and other business partners to do the same”’ . Their focus on commmunicating sustainability in their mission, vision, and values differentiated them from not only their direct competitors, but all fashion brands as they also aim to provide sustainable products in low prices, making it affordable for almost everyone (The H&M Way, n.d.) (Uriarte Elizaga, 2016). The brand also differentiates from others in providing a wide range of products in a Scandinavian/minimalistic style. Despite them offering many different style segments for different people, all of their garments remain simplisitc, and their stores and communication emit the same theme. This conistency, with also their consistent low prices, makes their brand coherent and reliable.
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