The H&M Company
COMPANY & SHOP RESEARCH SCRAPBOOK
PREPARED PREPAREDBYBY: : AHMAD AHMADSYAFIQ SYAFIQBIN BINKAMARUDIN KAMARUDIN MATRIX MATRIXNUMBER NUMBER: :09DFP21F1003 09DFP21F1003 CLASS DFP2A CLASS: : DFP2A PREPARED PREPAREDFOR FOR: : MISS MISSZAMILA ZAMILABINTI BINTIABU ABUZAINAL ZAINAL
COMPANY BACKGROUND :
COMPANY PROFILE :
H&M is a Swedish global retail brand with a finger constantly on the pulse of fashion’s beating heart in order to source out trends and styles that even fashionable people with a budget can buy. The collection range of the company covers all age groups and offers high-quality apparel and accessories for women, men, teenagers, and children. Outside of their main product lines, H&M also showcases items such as home furnishings and beauty cosmetics to help diversify their product range to consumers. Their focus on providing affordable yet stylish fast fashion has enabled them to acquire a huge international following and establishing themselves as a key player in the fashion industry.
Foundationand andHistory History Foundation The company was founded in 1947 by Erling Persson with the very first shop established in Västerås, Sweden. The original name of the business was called “Hennes” (pictured below), which is Swedish for “hers”, as the store at the time exclusively sold womenswear. It wasn’t until 1968 when Persson acquired the hunting apparel brand Mauritz Widforss that he changed the name of the company to Hennes & Mauritz to reflect the brand’s inclusion of menswear into the product range. Soon after the merger and the official rebranding into the shortened H&M, the company’s expansion gradually began to expand outside of Sweden’s borders.
THE HISTORY OF H&m GROUP :
A new fashion chain for women opens in Sweden with a new and progressive concept: frequently updated fashion at affordable prices.
The ’M’ is added, and the product range grows to cover fashion for men, babies, kids and youths. Also, the first steps of a worldwide expansion are taken.
The ’60s & ’70s
The European expansion continues and H&M’s fashion becomes available online for the first time. A successor takes place as CEO. 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.
The ’00s
The 40’s & the 50’s
The ’80s & ’90s
H&M opens the first stores in the Southern hemisphere, old garments are given a new life and & Other Stories is launched, followed by ARKET.
2010 and onwards
COMPANY CONCEPT :
We are a value-driven, customer-focused, creative and responsible fashion company. For us, fashion, fun and action are essential. We are defined by “the H&M way”: our culture, values and guidelines which reflect the heart and soul of H&M.
“The H&M way” defines who we are, what we do and how we do it. It’s like a framework through which we can continuously manage our performance, work together and encourage new talents as they grow and develop.
MARKET LEVEL : HIGH STREET HIGH STREET HIGH HIGH STREET STREET High-street fashion companies design collections that go straight and retail. They have chains of stores or franchises across the country or even the globe. The UK has a very strong high-street fashion market. The high-street stores look at the catwalk collections and pick up on trends, and because of their manufacturing set-up, are able to react quickly to these fashion trends. They design and make garments quicker than ready-to-wear designer are able to – in many way because the quality of the development, fabrics and production is less intensive – and the production process from initial sketch to final garment can take weeks rather than months. High-street stores are not part of the biannual fashion weeks and they do not usually show their collections on the catwalk. One recent exception to this rule is TopShop, which enjoys some crossover appeal.
TARGET MARKET : WOMEN
MEN Their various lifestyle, needs and tastes are reflected in the collection, including as in the women department.
H&M define several concepts of women, offering them from the basic items to more exclusive sets and keeping in mind to statisfy those who want to keep up with the international trends.
CHILDREN / KIDS From babies, children and young teenagers.
CORPORATE IDENTITY ITEM :
PRICE TAG
COMPANY SWOT :
S O
STRENGTHS ▪ ▪ ▪ ▪ ▪ ▪ ▪
Effective Strategy Global Presence Competitive Pricing Variety of Products Valuable brand Strong Online Channels Efficient Supply Chain
OPPORTUNITIES ▪ ▪ ▪ ▪
Diversify Products Exploit e-Commerce Fully Focus on Emerging Markets Expand through Acquisition and Mergers
WEAKNESS ▪ Overdependence on Outsourcing ▪ Controversial Products ▪ Uninspired Fashion
THREATS ▪ Impending Recession ▪ Intense Competition ▪ Increase in Counterfeits ▪ Rising Operation Costs ▪ Trade Tariffs ▪ Global Pandemic
W
T
SHOP RESEARCH :
TRENDS :
Keith Haring is one of the most influential names in the street and pop art world. Even after more than 30 years of his passing, Haring’s symbolic works – which often has an underlying social message beneath the bold lines and bright colours – still generate plenty of buzz in modern pop culture with art exhibitions and fashion collabs.
STREETWEAR STREETWEAR
FORECASTING FORECASTING
2022 2022 POP POP ART ART
COLOURS :
FABRICS :
90s Baggy High Waist Jeans
Shirt Dress
SILHOUETTE : Draped Shirt Dress
Slit-hem Mini Skirt
Crop Jacket with Ties
Hooded Jacket with Drawstring
Oversized Stand-up Collar Fleece Top Cut-out Blouse
Linen shorts Low Waist Flared Twill Pants
TRIMMINGS :
EMBELLISHMENT :
PRINTING
SEQUIN
SIZING :