COMMUNICATION ANALYSIS---------------------------------------------------------------------------P

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H&M communicates omnichannel, as it is the most effecient and necessary modern method of communicating globally. Their “Conscious” line, however, is lacking and is only communicated to specific and very few platforms. They mostly use social media to communicate their “Conscious Exclsuive” line. There are no “Conscious” posts by the brand, only “Conscious Exclusive”. This may be due to their desire to prove that their more exclusive and eye-catching products are not only extravagent but are also sustainable, innovative, and artistic. Each Conscious Exclusive post is hashtagged with #HMConsciousExclusive. The garments shown on their Instagram posts are also available for purchase as as by tapping the garment, the price will be shown and will redirect the viewer to H&M’s online store. They also include the products’ reference number in the caption.

The styling of their Conscious posts on all platforms have been nature themed, minimalistic, and urban styled. They all tell stories and include engaging captions on their social medias. Also in their videos, there is a fantasy theme that blends with the beauty of nature.

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• Uses well-known actresses, models, musicians and/or activists in their advertisements such as Vanessa Paradis, Iggy Pop, M.I.A and Christy Turlington.

• Selectively publishes T.V commercials such as Vanessa Paradis in 2013 (styling: dream-like, nature, Alice in

Wonderland) (H&M Conscious Collection TV Commercial Featuring Vanessa Paradis, 2013)

• Has partaken in mobile video ads within the Hulu Plus iPhone application displaying 15-second clips of a variety of looks from the retailer’s new Conscious clothing line’s. Prices for items flash across the screen, and consumers can click a button in the upper right-hand corner to be directed to the collection’s page on H&M’s mobile site (Johnson, n.d.)

• Previously paid for print magazine features, for instance in The Evening Standard and Metro, in 2014 to promote the “Conscious” range of sustainable clothes, as well as to highlight their clothes recycling service with a monetary reward (Vizard, 2014)

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Email Newsletter, Own Website, Own App, H&M Magazine, Launch Celebrations for “Conscious Exclusive” In-store promotion: None for Conscious collection, only for recycling

In terms of in-store communication of their “Conscious” and “Conscious Exclusive” line, the brand is lacking. The brand does not communicate which area of their store is dedicated to which collection. It is up to the customer to approach which area their eyes are attracted to. The customer attains information regarding the collection once looking at the tag and seeing whether the piece is from the “Divided” section or the “Conscious”/”Conscious Exclusive” collection. The brand, from current AdHoc reseach, communicates their recycling efforts upon entering or seeing the store from outside, as they have placed door and window signs stating that 10 euros will be given for each bag of clothing given for recycling. This communicates their vision for sustainability and encouragement of recycling, however there is no advertisements made of their recycled “Conscious” garments in their store, only on the tag.

Above: Well known actresses/models at H&M’s 2018 Conscious Exclusive Collection Launch Celebration (Fashionsizzle, 2018)

Left: Poster in New York advertising H&M’s Conscious Exclusive launch and in-store display (Extra, n.d.) 35

Sustainable activists and sustainable organizations have independently comemorated the brand with their efforts and discuss their new Conscious collections. Although H&M is not fully trusted by everyone, many criticize their current business model and believe their efforts are not viable or is greenwashing (Bain, 2016).

S H A R E D:

Social Media: Instagram (29 million followers) (Instagram, n.d.), Twitter (8.5 million followers) (Twitter, n.d.), Facebook (36 million likes) (Facebook, n.d.), Pinterest (10 million+ monthly viewers) (Pinterest, n.d.), Youtube (367k subscribers) (YouTube,

n.d.), Snapchat (Twitter, 2016)

Also shared physical events such as Copenhagen Fashion Summit 2018 Exhibition of “Conscious” line

(Böhlke, n.d.)

Main forms of communicating their “Conscious” collection have been through their Youtube page and Instagram.

Youtube: Campaign Videos (e.g: 2018 Christy Turlington “Choose Consciously, Choose Beautifully” nature

inspired, focused on the beauty of the environment) (H&M Conscious Exclusive collection 2018 – campaign film, 2018) Instagram: Reposts models wearing looks from their campaigns, a short look at their campaign video, and rarely reposts Instagrammers who style their looks

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(YouTube, n.d.)

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