METHODOLOGY----------------------------------------------------------------------------------------P

This Strategic Marketing plan will consist of primary research through interviews with H&M customers who have never bought from their ‘‘Conscious” line, as well as interviews with H&M “Conscious” customers. These interviews will give direct information regarding the customers desire for sustainable products and overall, what they would desire and expect from H&M. This will also provide for qualitative data.

Secondary resources will be found through the brands’ online website, their communication, as well as reports and articles. This quantitative and qualitative data will be used in order to support arguments in this document.

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