What is H&M’s marketing strategy? Like other brands with an international scale, H&M has relied on effective marketing campaigns to maintain good positioning. And of course, the attention of its potential customers.
In 1947, Erling Persson opened in the Swedish city of Vasteras, an exclusive clothing store for women called Hennes. However, 20 years later he got a hunter shop known as Mauritz Widforss. Which led to the name H&M, which means “Hennes & Mauritz.”
The truth is that like other renowned stores such as Zara, this store carries out a series of very interesting marketing tactics. All that we will tell you about in this post.
H&M Marketing Strategy
Clothing stores have one goal, and that is that no one leaves them without making a purchase. This is very clear to the H&M brand. And the secret of its popularity has been based on the marketing strategy that we will mention below:
The location of your mannequins
At the entrance of the physical stores of this brand, you can see several mannequins. Who are wearing the most expensive clothing of the brand. Mannequins will always sport quality clothing, unlike what you can find on coat racks or counters.
The place where the mannequins are in is considered the hot zone. Because it helps the store sell its best products quickly. Similarly, they serve as a guide for the consumer. Since they don´t have to walk through the entire store to find the blouse or pants, they want to wear. Because of this, behind them, you can find the pieces easily. So that the buyer gets the products of the hot zone. And doesn´t go in search of those that have low cost.
The design of the store
Marketing is focused on providing a pleasant experience to the consumer, so H&M has considered a very interesting strategy. The goal of a store is not just to be a place to shop. Since the most important thing is to add value to the buyer.
So, for the strategies that H&M uses, the stores´ interior design has been created by the brand’s architecture department. In this design, you can appreciate every detail in the interiors. So, the lighting bulbs, the shelves, and even the stairs have a special touch.
The goal is that the client feels comfortable when buying and wants to return. Also, thanks to the impeccable interior design, it encourages buyers to take selfies and then share them through social networks.
Your design team
Compared to other fashion stores, H&M has a design team that takes care of the design of patterns or copying of ready-made models. So, this feature brings exclusivity.
This becomes a great advantage for the buyer who doesn´t like to dress like everybody else. Also, to make its designs, this brand considers the pieces that are in trend to create its collections.
As a curious fact, this company annually holds a competition in which they reward the talent of their designers.
Giving the winner a significant sum in euros.
Focus on a specific audience
This brand has its target audience, and most of its customers belong to the millennial generation. Meaning, women under the age of 35. So, the company’s advertising focuses on this specific target market. Through ads calling for rational consumption, and in turn, calling for caring for the environment.
Similarly, the campaigns of this company are full of feminism. And they emphasize plus sizes, celebrities, ordinary people, and people with disabilities.
It is worth noting that in the photographs published on social networks for its campaigns, H&M does not erase the stretch marks or scars that its models may have. And it´s a trait that has helped attract a new audience and earn their loyalty.
Once a year they have the collaboration of renowned designers in the world of fashion
This has been an H&M sales strategy, as cross-brand collaborations have the power to work effectively. The brand has been carrying out this practice since 2004. When together with Karl Lagerfeld they created a capsule collection, which sold out in less than 25 minutes.
One way or another, collaborations have spread. And to this day have created fascinating clothing items alongside Versace, Roberto Cavalli, and many more.
Collaborations with celebrities who serve as influencers
The H&M company has also collaborated with great celebrities. Both for their publicity and the presentation of their best clothes at the Met Gala. Also, different celebrities appear on different red carpets wearing exclusive H&M garments. Such as Winona Ryder, who was at the Oscars wearing a black dress. And that’s where the brand’s motto comes from: “Our clothes are no worse than luxury brands, they allow you to look like your idol”.
The practice of sustainable marketing
This company has had as a strategy to create fashion but without causing any damage to the environment. That´s why, they use organic cotton to make their clothes, which they grow without the use of insecticides or other chemicals. The “Conscious” collection is all made from organic materials.
For H&M, natural resources are not limited. So, it´s possible to give a second life to used clothing.
The company strives in the online store
Millions of people use the internet to purchase products and services. This means that a brand that doesn´t have an online presence will hardly have visibility. H&M’s strategic plan also consists of displaying its products online, before being seen on the shelves and mannequins in physical stores.
H&M’s official site is updated every Thursday at 8 am.
And to please their customers they also offer the option of “free shipping”.
H&M – Spring/Summer 2022 Collection
This collection has been a clear example that H&M has a good marketing plan. On April 1st the brand launched its spot, which has had great visibility through the official YouTube channel.
It is worth noting that it has been a very well set and colorful video, recorded at the Hotel Hennes. In this video, a girl who loves fashion appears. And after experiencing a series of happy and fun situations, she realizes that she has come to the right place.
This commercial represents a very peculiar day full of fantasy in that place and lived in this place. Likewise, as musical accompaniment, they had the Spanish duo Baccara and their song “Yes Sir, I Can Boogie”. This song was released in 1977 and has been a worldwide success ever since.
By watching this commercial, you will see how the big fashion firms make good use of marketing through communication channels.
H&M Strategy Video Welcome to Hôtel Hennes | H&M with the Baccara duo
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Marketing is very beneficial for clothing brands. Since apart from highlighting the competitive advantage it allows a good market segmentation.
These are the most relevant points of the marketing strategy of the H&M brand. And if you have a clothing company you want to publicize, at BluCactus we can create a marketing strategy that allows you to create your buyer persona and make an effective analysis to improve its positioning in this market.
Contact Us! And we will gladly assist you.