THE CHALLENGE:
H&M, also known as Hennes & Mauritz, is a Swedish fashion brand that is part of the H&M Group. It is currently ranked second in top fast fashion brands around the globe. H&M sibling brands, in the H&M Group, are COS, Monki, Weekday, Cheap Monday, & Other Stories, Arket, and the new addition: AFound (H&M Group, n.d.). All brand in the H&M group are known for providing a minimalistic/scandinavian flavor to their fashion items. H&M has spread their minimalistic although trendy style to millions with affordable prices. They have recently been communicating their aim towards becoming sustainable both in their communication and with their “Conscious” line. In that line, they offer, as usual, a wide range of products for people of all ages and genders. Although, they are missing one important category which would attract those in the spring/summer, those going on vacation, and those in warmer climates, swimwear. The challenge of this plan is to develop the proposed sustainable swimwear category into one that is desirable by all H&M consumers. As sustainability is growing around the world (Haanaes, 2016), an increasing amount of fashion brands are implementing this into their collections. Currently, only a few of H&M’s direct competitors, which are fast fashion brands, are launching sustainable swimwear. Although, there are many other brands developing this product line. After thoroughly investigating the market and consumers, there is a growing interest for purchasing affordable sustainable swimwear, and H&M would benefit in implementing this category.
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