PROMOTION------------------------------------------------------------------------------------------P

@HM

Promotion is a key area of improvement for H&M’s Conscious line, as shown from research. As there is a lack of consumer awareness for their Conscious line, this will be improved upon with both advertising and in-store strategies. Below is the estimated budget. The budget is mostly spent on online promotion, as it is recommended to as “consumers are mobile obsessed” (page 45).

No information was found regarding H&M’s previous/normal promotional budget; therefore,this is an estimate from researched prices.

108 “H&M’s advertising campaigns are produced internally at our head office in Stockholm, Sweden, by the marketing department in co-operation with creative professionals located in the major fashion hubs of the world. The campaigns are designed to be clear and simple and aim to inform our customers of what is new at H&M.” (H&M Group, n.d.)

Update those signed up to H&M’s newsletter with latest news on launch & Press Release which will result in media sharing

Release a teaser video on both Conscious Swimwear collections. Post on Youtube, Facebook, and Instagram.

Confirm the launch and countdown of new sustainable swimwear category. “Hype” it up. Shared media channels will promote this further.

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Pay/collaborate with social media influencers, especially on Instagram, who are either fashion or sustainable fashion advocates.

Window Display posters Swimwear and posters of Conscious campaign.

Display a Conscious poster or digital display next to swimwear garments- promoting the fact that they are made of recycled materials.

Own Website Promotion & Outisde Billboards Very important* Use targeted advertising using social data to attract women looking for swimwear online (from cookies) and displaying the new swimwear garments on Facebook, Instagram, and Youtube ad’s.

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Continue to use targeted advertising with social data of keywords #sustainable #swimwear #HMSwimwear #recycled

Maintain an organized online navigation and highlight upon the fact that Conscious swimwear is made of Recycled materials, as Weekday does. Also give percentages.

Continue to sponsor influencers of Instagram Re-post real women wearing the swimwear Sponsor or send free merchandise to influencers on Youtube or Instagram for reviews/haul videos Retain awareness on hashtags:

#HMSustainableSwimwear #HMRecycles #HMConsciousSwimwear

#HMConscious or

#HMConsciousExclusive

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