MARKET ANALYSIS OPPORTUNITIES & THREATS: OPPORTUNITIES: • The swimwear market is increasing exponentially • Sustainabile efforts are now becoming a necessity for businesses to implement- Sustainable Swimwear • As transparency is desired from more brands, H&M could communicate in more depth the behind-the-scenes actions of their sustainable efforts • The brand could work with Econyl and Repreve materials for Conscious swimwear • Communicate Conscious line and Conscious Swimwear on social media (e.g Instagram/Facebook ad’s), as “consumers are ‘mobile obsessed’” • Aim towards being B-certified and eventually accomplish that (Certified B Corporation, n.d.) • Eventually implement new sustainable fibres (e.g pineapple leather) into H&M Conscious line • Implementing interviewee’s insight on desiring trendy, comfortable, adjustable, and soft feel swimwear to Conscious line • Also, making the Conscious swimwear visible and placed in hot-spots for consumers to better find and reach
THREATS: • Indie swimwear brands could gain traction and market share • Disbelievers or haters of H&M can call out the brand for ‘green-washing’, loosing brand and “Conscious” attractiveness • If H&M Conscious continues with basic, non-colorful, non-trendy garmentsconsumers will not be attracted to the line or its swimwear
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