HAPPINESS INTEGRATED COMMUNICATION STRATEGY MANUAL
#H&MHAPPINESS - BE HAPPY WITH H&M
INTRO In this manual you will be introduced to an Augmented Reality concept called ‘H&M Happiness’ and a new platform for communication with customers using a hashtag #H&MHAPPINESS. This integrated communication strategy manual is to provide marketing strategies for an Augmented Reality product for the retailer H&M. The manual will explain how the Augmented Reality concept will work in store and how it will create positive discrimination for those who are transgender. It will provide them with a positive shopping experience through a game-like concept which will make shopping more fun and enjoyable rather than daunting. Also, within the manual it explains the background, target group, and communications strategy for the new Augmented Reality concept, which aims at making the shopping experience more enjoyable. BE HAPPY WITH H&M
INTRODUCING THE CONCEPT FOR H&M
“The brand H&M offers fashion and quality at the best price in a sustainable way for women, men, teenagers, children and the home. The range includes everything from sparkling gala outfits and exclusive designer collaborations to everyday basics and high-performance yoga wear to help fashion fans across the world dress their personal style� - H&M.COM
INTERNAL ANALYSIS
ABOUT H&M “Our shared values help create and open, dynamic and down-to-earth company culture where anything is possible”- H&M.com H&M is the second largest global clothing retailer, just behind Zara. H&M is the most valuable retail brand in Europe and has a brand value of 13 billion euros. H&M is located in 55 countries with 3962 stores and 35 online markets.
MARKETING MIX PRODUCT H&M offers clothes, accessories, shoes, bags, home interior and sportswear for both men and women, teens and children. The large variety and scale of the products that H&M provides means that customers can always find something to suit their style. PRICE H&M aims to offer quality products for an affordable price for a wide range of demographics. They have a low to medium price range, with the average price point being between £20-£30.
PLACE H&M is located over 55 countries worldwide with 3962 stores, and a website reaching 35 countries. This makes the company accessible for a wide scale of demographics from all ages to all cultures. H&M also has an app for iOS or Android where products can be accessed by people worldwide. PROMOTION Billboards, TV advertising campaigns, in-store advertising, online sales through promotional links, celebrity endorsement, collaborations with high end designers, an app and several social media platforms.
THE HISTORY OF H&M THE 40s & 50s In 1947, Swedish entrepreneur Ering Persson opened a women's wear store in Västerås, Sweden. Calling it “Hennes” which is Swedish for ‘hers’. In 1952 he opened a store in Stockholm and by the end of the 1950’s he opened a flagship store in the Hötorget area in central Stockholm.
THE 60s & 70s The ’M’ is added, and the product range grows to cover fashion for men, babies, kids and youth. The expansion is rapid: by 1969, Hennes & Mauritz has 42 stores. During these decades, the international growth begins. Norway comes first, followed by Denmark, U.K., and Switzerland.
THE 80s & 90s The European expansion continues and Stefan Persson- Ering’s son joins as second CEO for H&M. Their fashion becomes available online for the first time. And models such as Naomi Campbell and Elle Macpherson are used in H&M’s ad campaigns.
2010 & ONWARDS H&M opens the first stores in the Southern hemisphere, old garments are given a new life and & Other Stories is launched.
THE 00s H&M goes both west and east, new brands are added to the family, and Karl Lagerfeld makes a surprising announcement to the world of fashion.
AIMS & OBJECTIVES AIMSOne aim is to engage the attention of a customer who is interested. And one of the main conversations in fashion right now, along with racial diversity, sustainability and the plus size consumer (both male and female) is the topic of gender identity. This is a subject that is very close to the millennials heart while “seven percent of millennials identify either as lesbian, gay, bisexual, or transgender.” (Robert P.Jones. 31.03.2015) There are so many public/celebrity figures in the media at the moment, take Caitlin Jenner for example- part of the Kardashian family she has been a huge influence on transgender people and other peoples views on transgenders. It's become a topic that can be spoken about. There are also others in the media, take Ru Paul for example, he is the creator of Ru Paul’s drag race which is a TV show about men who compete against each other in drag queen shows, it also sheds light on supporting LGBT communities. However, within this backdrop there are ordinary people who come from ordinary lives that are transgender and they don’t necessarily have the money to spend thousands of pound on their clothes like Caitlin Jenner and Ru Paul. Therefore there is a gap in the market to provide for these people's needs. OBJECTIVESINCREASE REVENUEWhen a male transitions into a woman (vis versa) it is a change of life and clothes, so by H&M providing a shopping experience for transgender people they can capitalise on spending power. INCREASE CUSTOMERSProviding an opportunity for transgender people to feel safe and included whilst shopping through the AR concept in H&M this will increase custom because they will then be able to enjoy fashion. TO APPEAR COOL & RELEVANTH&M is very good at tapping into high end fashion through trends and collaborations and they can therefore offer than to transgender people. Transgender isn’t drag and they want to gain their own style, and H&M is capable of doing that. ERADICATE THE NEED FOR A TRANSGENDER SPECIFIED CHANGING ROOM This will be done through the AR scanner concept, where the customer can visually see themselves in a product without having to try it on.
CONSUMER GROUP The consumer group that the integrated communications manual is aimed at is the transgender consumer. Transgender is defined as "a term for people whose gender identity, expression or behaviour is different from those typically associated with or their assigned sex at birth. Transgender is a broad term that also includes transsexuals, transvestites, intersexed people, and just about anybody else who doesn’t conform to the traditional model of sex/gender." (http://www.transequality.org/).
WHAT ISSUES DO THEY FACE? Transgender people living in our society face many significant obstacles of prejudice. The way that our society primarily conceives of gender is inherently exclusionary of trans people. The consequences are profound. Transgender people face many issues in day-to-day life: there is the fear of using public bathrooms, which can result in health problems such as urinary infections from avoiding bathroom use (Schuster, Mark A. 20.07.2016). Chest binding is a big issue for trans men; the more uncomfortable and compressed the binding, the harder it is for them to breathe properly. Mental health is also a big factor in the transgender community. The rate of mental illness amongst transgender people is very high. "Approximately 55% of transgender people experience social anxiety. And 40% of transgender people in America report they have attempted suicide" (http://queergrace.com/transphobia/). One place where transgender people feel social anxiety the most is when shopping and this can be due to numerous reasons such as the fear of other people's reactions to them when shopping especially for a transgender woman also known as MTF which means a person who transitions from male to female.
The transition between sexes and genders doesn't happen as quickly as they would like so transitioning can also mean "the time when a person begins living as the gender they identify, rather than the gender they were assigned at birth" (http://queergrace.com/transphobia/). Therefore, if a transgender woman still has male features and appearances there is the fear of shopping for women's clothing, as others may react in an impolite way. This creates great anxiety for trans people when shopping because they fear being seen as some sort of freak or pervert by others. Also like the fear of using public bathrooms there is the fear of using changing rooms in stores, this awkward changing room experience makes the process of picking the 'right' clothing even tougher. Not only do transgender people fear social anxiety when shopping but there's so many other issues regarding shopping.
“Transgender people are living in a prejudiced society that face many significant obstacles.�
WHAT ISSUES DO THEY FACE? The expense of undergoing surgery is very high so transgender women tend to go for clothes that are a lot looser around the genital area because clothing that is tight in that area can cause great discomfort. Also dressing the top half of the body for a transwoman can be very difficult if they have not yet had breast implants because although their body maybe a larger size, they can't fit for example a size 14 top if they don't have the bust that an a size 14 woman would have, making the top very loose around the neck which ruins the shape of the top. Sizing is a massive issue even down to shoes: a transgender woman will struggle to find a pair of heels that fit their size because women's shoe sizes are smaller than men's and most stores only make women's shoes up to size 9. So therefore if a transwoman were shopping for heels with size 11 feet she wouldn't be able to find any. So this is when transgender people turn to the Internet when buying clothes and shoes, not only because there is more of an option for sizing online- not of great quality but also because it means they don't have to deal with the anxiety of shopping. Alex Van-Gelder, the chairman of the LGBT society of Sheffield Hallam said "it's easier to shop online, you don’t have to risk people giving you weird looks when shopping, or the awful encounter with the sales assistant asking you questions, most trans people buy online just because of how easy it is and it’s cheaper" (Interview with Alex Van Gelder, Personal interview 1/02/2017). Transgender people can have clothing altered to fit properly but this makes things a lot more costly.
As it seems fashion retail, like so many other parts of society has ignored the increase of transgender people in the UK. There has been a “930% increase in the number of children referred to NHS gender clinics across the UK” (www.transgendertrend.com 19.02.2016). Stores are still gendered, with separate apparel for men and women, which then divide into separate sections and even floors, which then ultimates in different changing rooms. With such a staggering rise of 930% of children being referred to NHS gender clinics there needs to be something in place for these children in the future who will make shopping an experience to enjoy rather than regret. “The most daunting part of shopping if you’re a transgender person like myself is the worry of the dirty looks you’re going to get off other people when shopping. It’s so hard for people who are still transitioning to go shopping because of this” (Interview with Alex Van Gelder [Personal interview, 01/02/2017]. This is one of the biggest issues for transgender people when they are shopping, other people's reactions. It can make their shopping experience very uncomforting and causes great anxiety.
“930% increase in the number of children referred to NHS gender clinics across the UK”
HAPPINESS FOR A MORE ENJOYABLE SHOPPING EXPERIENCE
ABOUT H&M HAPPINESS
H&M appeals to a younger demographic, being H&M will launch the new Augmented Reality mainly based on the high street, it is affordable for people aged 18-25 and this is the target concept ‘H&M Happiness’ in the brand’s audience for the Augmented Reality concept. biggest store which is Westfield Stratford, According to a Mintel report "the retailer is London, which is due to open June 2017 according to a Mintel making strategic moves to improve the retail experience for its customers, both online and Report (26/04/2017.http://academic.mintel.com). offline, with the retailer seeking to create a The new flagship store will not only be the largest H&M store in the UK, but also one of seamless Omni-channel shopping journey" (26/04/2017.http://academic.mintel.com). H&M H&M's biggest in the world. has already shown that the company is in full The new store is an ideal place to launch the support of transgender people and that is shown new augmented reality experience as it will through one of their previous ad campaigns using receive a large coverage of media during the time period of the launch, allowing journalists trans models, the new store should incorporate and reporters to access the AR before anyone this, to link with the AR concept. The brand has else during the launch. The opening of a new good ethics; the H&M foundation also strives for "equality in societies and breaking cycles of store, and a new store concept fall exclusion which means providing all hand-in-hand - the augmented reality is fun marginalised groups with tools to unlock their and exciting and will create a complete new potential" (Impact look for H&M. Technology is quickly moving forward and is Report2013.http://hmfoundation.com). The group that they should now be focussing on is a big part of people's lives- especially the transgender people, their ethos shows that the millennials, and to implement this into their company has values and respects others and their shopping experience will encourage them to rights go shopping even more to try it out and H&M's target market are young millennials. The new shop is said to sell "all of the brand's collections across women's, men's, and kids To improve transgender people's shopping wear, alongside home wear and beauty experience through Augmented Reality. ranges". GOAL With all of the new things to look forward to Making shopping an enjoyable experience for for H&M, the new augmented reality concept all consumers, but in particular transgender will be at the top of the list. H&M offers people. fashion and quality at the best sustainable VISION price in a sustainable way. As part of H&M To transform the ordinary shopping Group's new growth strategy they have experience into a game like adventure. announced that it plans to launch 1-2 new MISSION brands in 2107 which could be a brand that To offer fashion and quality at the best price would cater to transgender people, creating a to anyone, without the fear of being judged on clothing line which will appeal to them. what they might be buying or what they may
VISION & MISSION
look like.
HAPPINESS CONCEPT JUSTIFICATION So, similarly to the concept for H&M's in It may be impossible to change the way some people are in society, and their reaction when store augmented reality experience, when they see a transgender person shopping but that putting the AR headset on cartoon animals doesn’t mean it isn’t impossible to stop said will appear as if they were really there, in person witnessing it happen. This can be the same world and in the shop with them. achieved by implementing AR into their People were so hyped for the release of not shopping experience. However, the main issue only a new Pokémon game, but because it that Trans people face is being outcast by others, was a new type of game through so therefore everyone entering the shop will receive a AR headset at the door with the choice augmented reality, it had such a staggering of wearing the headset or not- like the choice of effect on people, to the point where people a shopping basket. The main reason behind the were arranging meet ups on social media AR concept is to achieve positive discrimination of 1000's of people to go play the game which means “the act of giving advantage to together. However, Pokémon Go was those groups in society that are often treated released to mixed reviews, with critics unfairly because of their race, sex, etc” praising the game's concept and the (Cambridge English Dictionary). When the headset is put on there will be a choice of incentive to be more active in the real cartoon animal for the person to become and also world, while criticizing frequent technical see. issues that were prevalent around the time So therefore they won't see other humans of the original launch. Despite such shopping, they will see puppy dogs or fluffy cats reviews, it quickly became a global shopping H&M. They have the choice to be any phenomenon. However, it also attracted animal they want.This not only makes the controversy for contributing to various shopping experience more fun and enjoyable by seeing animals roaming around a store but it also accidents, as well as becoming a public removes the gender of themselves and others. So nuisance at some locations. The game also it eliminates the fear of receiving looks off faced issues like draining the battery life of others, and allows people to have the confidence the smart phone, and not using a lot of data to look at whatever they want. This will be to play the game. Whereas the augmented appealing to not only transgender people but also reality concept for H&M will be others as well. A recent example of a success free-to-play when in store and the headsets through an augmented reality concept is will be connected to a strong WIFI. This 'Pokémon Go' which is a free-to-play, location based augmented reality game that you could will then prevent any possible technical download from the 'app store' for iOS and issues of losing signal. It will only bring Android devices. In the game, players use a large gatherings of people together when mobile device's GPS ability to locate, capture, they are shopping in store, so therefore it battle, and train virtual creatures, called won't be a public nuisance. Pokémon, who appear on the screen as if they were in the same real-world location as the player.
HAPPINESS
HAPPINESS CONCEPT JUSTIFICATION The augmented reality experience is to be H&M appeals to a younger demographic, being launched in the fast fashion retailer- H&M's mainly based on the high street, it is affordable new and biggest store in Westfield Stratford for people aged 18-25 and this is the target which is due to open next month according to audience for the Augmented Reality concept. a Mintel Report According to a Mintel report "the retailer is (26/04/2017.http://academic.mintel.com). making strategic moves to improve the retail The new flagship will not only be the largest experience for its customers, both online and H&M store in the UK, but also one of H&M's biggest in the world. The new store is offline, with the retailer seeking to create a an ideal place to launch the new augmented seamless Omni-channel shopping journey" reality experience as it will receive a large (26/04/2017.http://academic.mintel.com). H&M coverage of media during the time period of has already shown that the company is in full the launch, allowing journalists and reporters support of transgender people and that is shown to access the AR before anyone else during through one of their previous ad campaigns using the launch. The opening of a new store, and a trans models, the new store should incorporate new store concept fall hand-in-hand, the augmented reality is fun and exciting and this, to link with the AR concept. The brand has will create a complete new look for H&M. good ethics; the H&M foundation also strives for Technology is quickly moving forward and is "equality in societies and breaking cycles of a big part of people's lives- especially the exclusion which means providing all millennials, and to implement this into their marginalised groups with tools to unlock their shopping experience will encourage them to potential" (Impact go shopping even more to try it out and Report2013.http://hmfoundation.com). The group H&M's target market are young millennials. that they should now be focussing on is The new shop is said to sell "all of the brand's collections across women's, men's, transgender people, their ethos shows that the and kids wear, alongside home wear and company has values and respects others and their beauty ranges" rights (26/04/2017.http://academic.mintel.com). With all of the new things to look forward to for H&M, the new augmented reality concept will be at the top of the list. H&M offers fashion and quality at the best sustainable price in a sustainable way.As part of H&M Group's new growth strategy they have announced that it plans to launch 1-2 new brands in 2107 which could be a brand that would cater to transgender people, creating a clothing line which will appeal to them
VISUAL MERCHADISING CONCEPT JUSTIFICATION Visual Merchandising has a huge effect on a shopping experience, and currently stores are still gender defined. This is something that places pressure on transgender people, if this was taken away and the layouts of shops were gender neutral it would be a much better place for people to shop. Visual merchandising is "the act of creating an environment, whether it’s the whole store interior, a store promotion scheme or a window display" (Tucker, Johnny. 2005). These are all things to take into consideration, for example, the layout of the shop will be very simple and gender neutral because it's what's on the AR that will create the experience, with the animals. Although, the shop window is something that really needs to be thought about and gender neutral because that is the first thing consumers see before entering the shop.
It needs to be inviting, and express that is a place where transgender people can feel comfortable to shop. However, it doesn't need to be too distinctive because transgender people don't like attention being drawn to them, they don't want to be noticed by people, they just want to be accepted by others and by simply providing clothing in a retail store on the high street that they can easily access like any other person, this would make them feel accepted.
AD-CAMPAIGNS SUPPORTING TRANSGENDER PEOPLE H&M recently launched a campaign for their fall collection that used transgender models at the forefront. And the inclusion of trans professionals didn't stop at just models, the campaign was produced by trans photographers, stylists and makeup artists. This is something that will continue within H&M, this is an example of positive discrimination and it creates a bond and loyalty between the company and transgender people. “The fashion world is embracing transgender models and we think that’s great,” Sara Hilden, & Other Stories’ creative director, said in a press release. “But we couldn’t help to ask ourselves how the traditional fashion gaze can change if we keep the same normative crew behind the camera. So we invited five amazing creative, all transgender, to make our latest story.” (http://www.advocate.com/transgender 17.08.2015). There can be worries that people may comment on ad campaign’s using transgender models that it can be seen as a fad or a fashion trend and being a one off campaign, so therefore providing transgender people with the AR shopping experience in store this will prove that the brand isn’t using transgender people as a trend for a campaign and shows that they are interested in the welfare of others by trying to get a political message across to the public H&M have also done a campaign with elderly models which shows that they support new groups.
Giving transgender people the opportunity to be creative and express themselves through clothing is so important, because when a Trans person is transitioning one of the biggest parts of the transition is finding clothes that they feel comfortable in and developing their own real style in the body they've been waiting to be in for so long. So for transgender people to whiteness and see in store how far other transgender people have come on the ad campaigns it sheds a light of hope and positivity and a sense of belonging. H&M isn't the only brand to use trans models; recently other fashion labels like Open Ceremony, American Apparel and Givenchy have used them in either runways or in their advertising campaigns.
AD-CAMPAIGNS SUPPORTING TRANSGENDER PEOPLE Another fashion that H&M did called “She’s a lady” featuring female Champion Muay Thai Boxer Fatima Pinto and other women received negative press from a group called “One Million Moms” who are a network of Christian mothers and grandmothers who have launched and extensive range of anti-LGBT boycotts in the past over a perceived ‘homosexual agenda’. Stating that it is a ‘disgusting commercial’ and that it should be pulled for “our children’s best interests”. “H&M marketing team may have thought this type of advertising is politically correct, but not only is it disgusting and confusing for children, it is pushing the LGBT agenda” states a spokeswoman from the “one million moms”. However, the women of the group weren’t aware that champion Thai boxer Fatima Pinto in the commercial was actually a woman, they believe her to be a man dressed as a woman. Just because of her strong posture they assumed she was a man.
Although there was a transgender woman in the ad campaign H&M model Nari Nef but “1MM apparently didn’t notice” (Nick Duffy. 05 Oct. 2016). Whilst others have a positive view one the ad campaign “H&M's autumn 2016 collection ad just dropped and it's...beautiful. While so many commercials feature women entirely devoid of context (Strutting! In couture! Dancing! On a soundstage!) or with cheesy, faux-empowering girly vibes (Twirling! In a meadow! With your friends!), H&M's ad shows women wearing clothes in the spaces where they actually wear clothes: out to dinner, at work, alone” (Logan, Elizabeth.16 Sept. 2016). This shows that these ad campaigns do have a positive effect on others and H&M doesn’t try to sugar coat anything as a brand, they appreciate women for who they are and portray them in the real day-to-day life way on their ad campaigns which is positive reinforcement.
BIBLIOGRAPHY ● ● ● ● ● ● ● ● ● ●
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