HM.COM BY: Agata Sciupider
ABOUT THE COMPANY ¡ Founded by: Erling Persson ¡ H&M is a Swedish multinational retail-clothing company, that is known for its fast-fashion clothing for men, women, teenagers and children. § Focusing mainly on men and women ages 18-45
¡ It’s ranked the second largest global clothing retailer § Almost 2,700 stores across the globe § 48 countries
¡ Products include clothing and accessories ¡ The first US store was opened in NYC in March 2000
HISTORY ¡ The founder (Erling Persson) who was a Swedish salesman visited the US in 1947 and was amazed by a low -price, high-turnover clothing store he visited on his trip ¡ That same year, he opened his first Hennes store (Swedish for “hers”) ¡ Once the company star ted expanding and increasing volume, the retailer was able to of fer lower prices ¡ In 1968à The company bought out a hunting and fishing equipment shop called Mauritz Widforss. § That’s when sales of men’s and children’s clothing began § Company changed its name to Hennes & Mauritz (H&M)
WWW.HM.COM
WWW.HM.COM/US
OBJECTIVES ¡ Focus on online marketing § Using social media to build relationships with current and potential consumers, not advertising § Taking a step further with e-mail § (News letters exist on website, how about getting emails at point of purchase in-stores?)
§ Advertising online
¡ Focus on the US market § As of right now, Germany is H&Ms #1 market § There are only 8 countries able to shop online § The US is the world’s largest market for e-commerce
¡ Mobile § Apps do exist, but if the US had access to online shopping, the company can only benefit if we were able to make purchases through our phones
SOCIAL MEDIA ¡ Facebook: over 13M likes ¡ Twitter: 1,687,464 followers ¡ YouTube: 27,416 subscribers ¡ Google+: over 2M in circle
FACEBOOK ¡ On the H&M Facebook page we see posts about: § Behind the scenes pictures of photo shoots § Apparel marketing § YouTube videos from their YouTube page § Inspirations
¡ What to stop? § Social media marketing
¡ What to use Facebook for? § Keep building relationships with fans by posting more behind the scene pictures and videos § Keep posting inspirational pictures § Update on the latest company news
¡ They have almost 2M followers ¡ Only following 155 people ¡ My recommendation for Twitter would be: § Start following more people § Stop with the advertising § Start engaging in conversation § Post company updates and even company fun facts
YOUTUBE
MOBILE ¡ H&M launched its first iPhone App in August of 2010 ¡ The app gives users to access news and information about the brand and exclusive promotion deals ¡ Once the company finally launches online shopping for the US, the mobile app will have greater potential and will only benefit H&M
WWW.ALEXA.COM ¡ ¡ ¡ ¡ ¡ ¡
Global traf fic ranking: 967 Germany ranking: 174 Unique page views: 6.88 (1 month) Bounce rate: 17.7% Estimated time on site: 6:17 (1 month) Estimated % of visits from search engine: 26.6% (1 month)
DEMOGRAPHICS Gender: Female A ge: 1 8-34 Education: College, Graduate School Children: No Browsing Location: School & Work
COMPETITORS Inditex (parent company of Zara) The Gap Forever 21 Target
THE WEBSITE ¡ Strengths: § Languages for each market § H&M Life § The company’s blog
§ Very detailed information about company § Easy to navigate § Customer Service § Store locator, Return and Refund Policy, Size Guide, Contact
§ The Dressing Room
¡ Weaknesses: § Can’t buy online § Social media icons are non-existent § No search bar § No review section
CONCLUSION ¡ For H&M to become more successful, it needs to start focusing on the world’s largest market for e-commerce: the US § Right now the US site is strictly informational
¡ We should also have the option to write reviews online ¡ The company needs to start changing the way their social media pages are being used § Each page should be used differently, instead of having the same exact content like on Facebook and Twitter
¡ When it comes to advertising, the company should start advertising online instead of spending money on T V ads § With 10-15 second long TV commercials, why not try to advertise on YouTube?
¡ H&M should also start collecting more database from their customers § Emails at point of purchase
BIBLIOGRAPHY ¡ www.Alexa.com ¡ http://about.hm.com/content/hm/AboutSection/en/About/ Facts- About-HM/People-and-History/Our-History.html#cmmenu ¡ http://about.hm.com/content/hm/AboutSection/en/About/ Facts- About-HM/About-HM/Sales-Markets.html#cm-menu ¡ http://www.lexisnexis.com.emils.lib.colum.edu/hottopics/ lnacademic/?shr=t&sfi=AC00NBGenSrch&csi=220620 ¡ http://ehis.ebscohost.com.emils.lib.colum.edu/ehost/ pdfviewer/pdfviewer?sid=e6edf617-faf4-4297a165-526d42e36eaa%40sessionmgr112&vid=7&hid=117