An analysis of the growth and success of H&M
Date
2014
Authors
Youell, Michelle
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Publisher
Bachelor of Commerce Best Business Research Papers
Abstract
This paper provides the historical as well as present overview of the clothing retailer, Hennes & Mauritz. The purpose of this research paper is to understand the global success of H&M, what strategies were used to help them become successful and how they have faced major global changes, such as the focus on sustainability. To understand the company’s success, I will analyze H&M’s business operations, including their marketing and sustainability strategies. I conclude the paper by discussing the results of my survey and recommendations for the company. After designing a survey that used a random sample of 17 exchange students at the University of Gothenburg, I was able to conclude several things. Firstly, that the majority of the applicants notice H&M’s marketing campaigns, and they are fairly effective in persuading the applicant to visit the stores. Secondly, they believe H&M does offer fair prices compared to the various other retailers in the market. Lastly, that H&M’s sustainability initiatives need to be better displayed to the public. The majority of those surveyed are unaware of the strategies that H&M undertakes to inspire its employees, help various communities, and better the environment. H&M’s marketing campaigns undertaken with various celebrities are extremely successful, and their sustainability initiatives are helping to better the planet. Nevertheless, much of the general public is unaware of their initiatives, which is why they should focus on combining a marketing and sustainability campaign in order to educate their customers. Overall, H&M is doing extremely well and will continue with their plans to expand worldwide.
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Citation
Youell, M. (2014). An analysis of the growth and success of H&M. Bachelor of Commerce Best Business Research Papers, 7, 108–121.