MARKETING MIX: PROMOTION
@HM
Promotion is a key area of improvement for H&M’s Conscious line, as shown from research. As there is a lack of consumer awareness for their Conscious line, this will be improved upon with both advertising and in-store strategies. Below is the estimated budget. The budget is mostly spent on online promotion, as it is recommended to as “consumers are mobile obsessed” (page 45).
No information was found regarding H&M’s previous/normal promotional budget; therefore,this is an estimate from researched prices.
108
“H&M’s advertising campaigns are produced internally at our head office in Stockholm, Sweden, by the marketing department in co-operation with creative professionals located in the major fashion hubs of the world. The campaigns are designed to be clear and simple and aim to inform our customers of what is new at H&M.” (H&M Group, n.d.)
