H&M March 2019

Q1 2019

The Business Report

| the business report

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contents 1.0 introduction: h&M & competition vs q1 2018 04 2.0 H&M q1 2019 vs q1 2018 GR 06 3.0 h&m vs competition for q1 2019 14 4.0 H&M vs Zara q1 2019 vs q1 2018 18

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1 . 0 ihn&tMr o&dcuocmt pi oe nt i: t i o n v s q 1 2 0 1 8 GREECE H&M gathered a total of 2,541 mentions across all media in Q1 2019; slightly higher compared to Q1 2018 by 175 mentions.

Compared with the competition – in media mentions in Greece – H&M ranks second with 2541.

Zara ranks first with 3610 mentions. All other competitors gather significantly less mentions.

Marks & Spencer ranks third with 807 mentions, followed by BSB (704 mentions) and Benetton (587 mentions).

CYPRUS H&M gathered a total of 285 mentions across all media in Q1 2019, up by 118 mentions compared to Q1 2018.

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OUR BEST MOMENTS

H&M HO L ID AY C A M PA I G N

H A PP Y B IRTHD AY C Y PRUS EVENT

zara new lo g o

H & M A ND EYTYS

z a r a’ s p r e s s e v e n t i n at h e n s zara la u n c h e s ma k e u p line

most important moments of competition 5

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2 . 0 H&M q1 2019 vs q1 2018 GR t o tal a d val u e

Ad Value in Greece in Q1 2019 was higher compared to Q1 2018 by EUR 355.559, which is in line with the increase in number of mentions.

2,355,319 € 1,999,760 €

H&M AD VALUE GR 903,200€ 768,519€

print 454,960€

internet

Q1 2019

7 8 7, 3 0 0 € 641,600€ 799,500 €

s o c i al m e d i a

1,999,760€

t o tal 100.000€

500.000€

1.o00.000€

01 2018 2,355,319€

2.o00.000€

3.o00.000€

H&M mentions GR print internet

495

Q1 2019

338 521

891 1350 1312

s o c i al m e d i a

2366

t o tal 200

6

500

1.000

2.000

01 2018 2541 3.000

H&M gathered a total of 2,541 mentions across all media in Q1 2019, slightly higher compared to Q1 2018 by 175 mentions. Mentions from print outlets were down by 157 mentions, which most likely is attributed to the changes in the print media titles in Greece and the fact that some titles seized circulation. Mentions on the internet have significantly increased in Q1 2019 (891 mentions) compared with Q1 2018 (521 mentions) by 370 mentions. Social media mentions were relatively stable with 1312 mention in Q1 2019 and 1350 mentions in Q1 2018.

H&M POSITIVE VS NEGATIVE GR 2019

overview

2

5

print

positive

333 94

internet

797 315

s o c i al m e d i a

1037

414

t o tal 0

500

negative

2167 1.000

1.500

2.000

2.500

3.000

H&M POSITIVE VS NEGATIVE GR 2018 print 13 internet

160

456

s o c i al m e d i a t o tal 0

positive

482 361

500

894 830

negative

1536

1.000

1.500

2.000

2.500

3.000

H&M free vs paid gr €2.500.000

Negative mentions have dropped significantly, by almost 50%. Positive mentions in Greece amounted to 2167 in Q1 2019, compared with 1536 in Q1 2018, up by 631 mentions. Negative mentions were down by 416 mentions in Q1 2019 and amounted to 414 mentions, compared with 830 in Q1 2018. Something that shows that during Q1 2019, H&M did not have to face major issues that would generated negative publicity.

€2.000.000

€2.355.319

€1.500.000 €1.900.000

€1.000.000 €500.000

free

pa i d

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2 . 0 H&M q1 2019 vs q1 2018 cy t o tal a d val u e

Ad Value in Cyprus in Q1 2019 was also higher compared to Q1 2018 by EUR 133.054, which is in line with the increase in number of mentions.

235,754 € 102,700 €

H&M AD VALUE cy 66,450€

print

21,354€ 20,750€

internet

Q1 2019

63,500€

15,500€

s o c i al m e d i a

150,900 €

01 2018

102,700€

t o tal 0 €

50.000€

100.000€

235.754€ 150.000€

200.000€

250.000€

H&M mentions cy 90

print

Q1 2019

51 44

internet

71

33

s o c i al m e d i a

163

0

8

01 2018

167

t o tal 50

100

150

285 200

250

300

H&M gathered a total of 285 mentions across all media in Q1 2019, up by 118 mentions compared to Q1 2018. Mentions from print outlets were down by 39 mentions, which most likely is attributed to the changes in the print media titles in Cyprus; specifically a major weekly magazine (Hello) seized circulation. Magazines that are still available have reduced the number of pages. Mentions on the Internet have almost doubled in Q1 2019 (71 mentions) compared with Q1 2018 (44 mentions). Social media mentions have also significantly increased with 163 mentions in Q1 2019 compared to 33 mentions in Q1 2018. Something that can be attributed to the two events held in Cyprus.

H&M POSITIVE VS NEGATIVE cy 2019

overview

2

print 1 internet 1 s o c i al m e d i a t o tal

positive

50 70

0

123

2 0

negative

243 50

100

150

200

250

300

H&M free vs paid cy €250.000 €200.000

€ 2 1 8 .1 0 7

€150.000 N /A

€100.000 €50.000

free

pa i d

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2. 0

editor i al s marie claire

10

Elle

madame figaro

harper’s bazaar harper’s bazaar 11

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fashionablej

2 . 0 Most Active Influencers GR The most active influencers were the ones that H&M has collaborated during the period considered. Alex Kavdas and Jenny Sireac were two ambassadors of the H&MxEYTYS campaign, while Iliana Papageorgiou and Elena Galifa held H&M contests on their Instagram.

al e x k av d a s

16

elena gal i fa

12

jenny sireac

iliana pa pag e o r g i o u

14 influencers

12

TOTA L NU M B ER OF INF LUENCERS ACTIVATED

58

TOTA L NU M B ER OF M ENTIONS

287

m e d i a val u e

375.500

s t yl e m e l i ga n

16

15

10

Andria Aletrari

3 . 0 Most Active Influencers CY In Cyprus the most active influencers were the ones H&M had a collaboration during the Holiday Collection and the event for the two years of H&M presence in Cyprus.

12

12

olivia C o n s ta n t i n i d e s

13 15

influencers cy TOTA L NU M B ER OF INF LUENCERS ACTIVATED

25

TOTA L NU M B ER OF M ENTIONS

144

m e d i a val u e

134.200 13

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overview

3 . 0 h&m vs competition for q1 2019 gr number of mentions gr

14

print

internet

social media

t o tal

PERCENTI L E

H&M

338

891

1312

2541

27%

zara ma r k s & s p e n c e r

325 318

1464 343

1821 146

3610 807

38% 9%

bsb

197

247

260

704

7%

u n i t e d c o lo r s of benetton

140

230

217

587

6%

ma n g o

166

2 74

104

544

6%

bershka

70

18 7

193

450

5%

am e r i c a n e agl e outfitters

33

69

68

170

2%

3

GR MONTHLY PUBLICITY HIGHLIGHTS - TOP 5 MOST REPRODUCED STORIES FOR H&M

l H & M Ey t y s c o - o p e r at i o n

n u mb e r o f mentions: 83 l

l

Meghan Markle in H&M dress n u mb e r o f mentions: 56

H & M H o l i d ay Cam pa i g n . n u mb e r o f m e n t i o n s : 1 2 1

l

l

n u mb e r o f m e n t i o n s : 4 0

Fa s h i o n I n d u s t r y C h a r t e r f o r Cl i mat e A c t i o n .

l

n u mb e r o f m e n t i o n s : 4 1

H & M 2 0 1 8 f i n a n c i al r e s u lt s n u mb e r o f m e n t i o n s : 2 8

d e c e mb e r

january

M & S i n Sma r t Pa r t s h o p p i n g c e n t e r . n u mb e r o f l

mentions: 84

monthly publicity

H & M Ca r n i val c o ll e c t i o n .

Za r a e m p loy e e r e v e al s 2 2 s e c r e t s . n u mb e r

l

february

l Za r a _ n e w lo g o . n u mb e r o f

mentions: 113

Za r a _ h o w Za r a c h a n g e s p r i c e s tag s o n s al e s . l

of mentions: 52

n u mb e r o f mentions: 64

Za r a la u n c h e s cosmetics Ult i mat t e a n d Liquid Lipstick.

Za r a _ M e g h a n Martle’s goodby e pa r t y.

l

n u mb e r o f m e n t i o n s : 48

l

Za r a _ N e w lo g o . n u mb e r o f mentions: 42 l Za r a _ Q u e e n L e t i c i a i n Za r a J u m p s u i t.

l

n u mb e r o f mentions: 31

n u mb e r o f mentions: 49

GR MONTHLY PUBLICITY HIGHLIGHTS - TOP 5 MOST REPRODUCED STORIES FOR COMPETITION

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| the business report

overview

3 . 0 h&m vs competition for q1 2019 cy number of mentions cy

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print

internet

social media

t o tal

PERCENTI L E

H&M

51

7

163

285

50%

ma r k s & s p e n c e r

55

45

0

100

18%

zara

33

65

0

98

17%

ma n g o

63

18

0

81

14%

u n i t e d c o lo r s of benetton

2

4

0

6

1%

bershka

2

0

0

2

0%

bsb

1

1

0

2

0%

am e r i c a n e agl e outfitters

1

0

0

1

0%

3

cY MonThlY puBliciTY hiGhliGhTs - top 5 moSt rEprodUCEd StoriES for h&m

l

h A p p Y B i r t h d AY #hMcYprus.

l

nuMBer of Mentions: 104

cY event_iG p u B L i c i t Y.

nuMBer of Mentions: 23

h & M c o - o p e r At e s with storA enso.

l

nuMBer of Mentions: 8 l

h & M e Y t Y s c o - o p e r At i o n nuMBer of Mentions: 8

deceMBer

MonthLY puBLicitY

l

M & s n e w s t o r e At nicosiA MALL.

nuMBer of Mentions: 4

jAnuArY

l

M & s A n d B r e x i t.

nuMBer of Mentions: 10

feBruArY

l

z A r A _ n e w Lo G o .

nuMBer of Mentions: 3

cY MonThlY puBliciTY hiGhliGhTs - Top 5 MosT rEprodUCEd StoriES for CompEtition

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4 . 0 H&M vs Zara q1 2019 vs q1 2018 number of mentions gr q1 2019 print

internet

s o c i al m e d i a

t o tal

H&M

338

891

1312

2541

zara

325

1464

1821

3610

media value H&M gr 903.200€ 768.519€

print internet

454.960€

Q1 2019

7 8 7. 3 0 0 € 641.600€ 799.500 €

s o c i al m e d i a

1.999.760€ 2.355.319€

t o tal €0

€500.000

€1.000.000

€1.500.000

€2.000.000

01 2018

€2.500.000

media value zara gr print

5 9 7. 8 5 0 € 505.333€

internet s o c i al m e d i a

Q1 2019 1 .1 2 8 . 0 3 0 € 1.344.400€ 905.500€ 1 .1 1 0 . 0 0 0 € 2.631.380€ 2.959.733€

t o tal

18

€500.000

€1.000.000

€1.500.000

€2.000.000

€2.500.000

01 2018

€3.000.000

Compared with Zara, H&M gathered more mentions (13) in print media in Q1 2019 and fell slightly behind in social media mentions (-509 mentions). On the web, H&M gathered 891 mentions compared to 1464 mentions for Zara (-573 mentions).

It is worth mentioning that a significant amount (19%) of Zara’s publicity derives from negative news regarding the brand.

Moreover, plenty of Zara’s mentions are located on website, blogs, and aggregators with limited reach and significance.

SoCiAl mEdiA SoUrCES Gr

sociAL MediA sources q1 2019 Gr 183

771

356

2

zArA

900

821

99

1

2019

2018

2019

2018

2019

2018

2019

h&M

398

183

256

771

771

356

n /a

2

zArA

869

900

525

821

866

99

n /a

1

on december 11th instagram introduced changes and new data policies restricting the access of automated monitoring platforms. We are gathering instagram data via Brandwatch, a major social media monitoring provider worldwide. Brandwatch began working on changes to comply with instagram’s new policies. brandwatch re-introduced feed from instagram’s Api in early february and we are able to provide monitoring services from the instagram. one of the changes that has been introduced is that instagram no longer provides data on user’s (such as the name of the user) due to the Gdpr restrictions. Until early february, instagram monitoring for h&m mentions was conducted manually.

✽

ZArA moSt frEQUEnt mEdiA SoUrCES Gr sources

h&m moSt frEQUEnt mEdiA SoUrCES Gr nuMBer of Mentions

print

print

40 29 24

68 36 35

27 22 20 16

19 15

nuMBer of Mentions 30

internet

sources

internet

The difference in social media mentions derives mostly from mentions located for Zara on fB accounts with low importance. furthermore, the difference is attributed to fB shares by websites. Zara gathered a significant amount of social media mentions in Q1 2019, most of them negative, related to the change in its logo, as well as other negative stories. last but not least, h&M received three times more social media mentions on instagram than Zara. something that shows that h&M has reached its audience effectively, as instagram is the social media platform with the most significance to the fashion industry.

h&M

2018

94 59 52 51 51

18 16

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| b i n i e ta

4 . 0 H&M vs Zara

H&M in Cyprus received almost three times Zara’s publicity across all media sources. The two events, held on the island, boosted H&M’s publicity and thus H&M ranks 1st among all its competitors. Zara comes third in Cyprus, as it falls behind Marks & Spencer as well.

q1 2019 vs q1 2018 cy number of mentions cy q1 2019

20

print

internet

s o c i al m e d i a

t o tal

H&M

51

71

163

285

zara

33

65

0

98

h&m moSt frEQUEnt mEdiA SoUrCES Cy sources

nuMBer of Mentions 12

print

8 8 7

internet

24 5 8 3 3

ZArA moSt frEQUEnt mEdiA SoUrCES Cy sources

nuMBer of Mentions

internet

print

15 5 4 2

33 10 7 5 2

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H&M

4 . 0 instagram

Evgenia Samara

Athina Oikonomakou

indicative posts gr Elena Galifa

instagram mentions 300

Nikoletta Ralli

fashionablej

400

Vicky Kaya

3 74

200 100 99

0

H&M

zara

Daphnia Neofytou

22

zara

Despina Kampouri

E v r i d i k i Va l a v a n i

florindu

Ioanna Samara

S t a m a t i n a Ts i m p s i l i

23

w w w. h m .c o m