Comparison Of Conclusion And Recommendations Of H & M

Chapter 10. Conclusion and Recommendations

In this section, we are summarizing our research our research findings and give our humble recommendations.

10.1 Conclusion

The Apparel or clothing industry is a very dynamic market where changes occur in a daily basis. So, rivals within this industry assist to an extreme competition. To make sure that, they stay relevant in the market scene, businesses have to develop creative, innovative and sustainable marketing strategies to attract more customers and increase their brands awareness. Because, this industry has many players, we have chosen one well known company to make our research more specific and well centered. Hennes and Mauritz AB commonly known as H&M is our best choice because, this

This is one of the many reasons why, the firm has invested in conventional marketing techniques such as print media where we can see newspapers talking about the company, broadcast TV with their captivating commercials and radio, They use telephone which is a device that almost everyone has and is carried almost everywhere, so, to make sure that customers keep their brands in mind, they will send SMS coupons to their registered customers and also use mobile banners to advertize new collections and sale promotions. They also like to organize fashion shows and special events to boost the visibility of their brand. Hennes and Mauritz AB prints magazines, catalogues and brochures that will be distributed to customers mostly for free to show upcoming collections, season-in collections, products prices, sale promotions but also will invest to get featured in famous high-end magazines such as Vogue, Harper’s Bazaar, Elle or Marie-Claire. Their collaborations with super stars and respected fashion designers like Karl Lagerfeld of the iconic high-end fashion brand Chanel, Lanvin, Versace, Isabel Marant, Gucci and many and other activities such as their sustainability(their H&M Conscious Campaign which supports the use of organic inputs and encourages recycling of old H&M products) ,

This is why in this section, we are trying to offer our humble suggestions to what we think might be improve to further increase sale and brand awareness as well as to give customers a vibrant shopping experience.

a. A further geographic expansion. Although H&M is a global company operating in 64 countries around the world, we think exploring more markets specially in the southern hemisphere would not only increase the market share but also its brand awareness.

b. Hennes and Mauritz AB should make sure to own at least 50% of its factories so that they can guarantee, the coherence in its products quality and sizes. And also they can be sure to continue their business once there is a problem with suppliers.

c. There is also a need of expansion in other segments such as children and men, size plus, sports items, maternity and more mature people segments. Although, they also offer these segments but we think, strengthening them can bring sale increase opportunity as today for example there are more women engaging in sport , so supplying large range of working outs items at low price would be profitable for the