MARKETING MIX: PLACEMENT
As H&M and its main sustainable line competitor Zara, currently place their Sustainable line products with their normal products, the same will be conducted for swimwear. The swimwear will be placed where swimwear is normally placed, which is normally in the lingerie and accessory section (when in high demand). The chart on the next page displays H&M’s store clusters, Own and Shopping mall stores as well as Airport Stores. As Airport stores have smaller sqf spaces (Lane,2018), less product will be distributed to those stores. In stores, the new collection will be placed at eye level and should not be hidden behind other swimwear garments. As found from store observations, each product item had around 15 garments displayed, of various sizes, and has the extra sizes in their back stock.
H&M Passeig de Gracia, Barcelona store (February 2019)- Women’s Lingerie section. Spring/Summer seasons have more racks dedicated to swimwear (also in Accessory area). Around 15 SKU’s are displayed for each item. 100
