CONSUMER ANALYSIS----------------------------------------------------------------------------------P

H&M Women’s “Conscious” Consumer

Those who have bought H&M’s Conscious products:

Generally looks for: • Good quality- long lasting • Nice/soft feel • Perfect for basics • Simplistic style • Trendy • Colorful • Options for occasions • Would pay a bit extra for sustainable

For Swimwear: • Soft • Breathable • Adjustable • Fitting for everyone • Neutral tones • Trendy colors • Sexy but comfortable

Interview questions and a further analysis are shown in the Annex: Figure 6

48

H&M Women’s General Consumer

Those who have bought product at H&M:

Generally looks for: • Expensive looking • Trendy • Color variety • Unique looking • Affordable • Minimalistic style • Nice/soft feel

For Swimwear: • Trendy • Colorful • Adjustable • Comfortable • Looks and feels of good quality • Size equality • Sexy but comfortable

Overall, both types of consumers would want to see these factors in the Conscious swim line:

• Nice/soft feel • Comfortable but feels sexy • Trendy • Color variety • Is adjustable • And fits nicely on every body type In addition, • They believe that the Conscious collection needs to be advertised more and placed better in the stores & • Would pay a bit extra if it says “Sustainable”, although only around 5-10% more 49

50 Swimwear liked by almost all of the intervewees from H&M’s current swimwear collection.