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 fascinating 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, What is H&M’s marketing strategy.
At the entrance of the physical stores of this brand, you can see several mannequins.
Who is 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, What is H&M’s marketing strategy.
Marketing focuses on providing a pleasant experience to the consumer, so H&M has considered an exciting 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, What is H&M’s marketing strategy.
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 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, What is H&M’s marketing strategy.
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, they are 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.
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 with 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. They created a capsule collection with Karl Lagerfeld, 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 presenting their best clothes at the Met Gala. Also, different celebrities appear on other red carpets wearing exclusive H&M garments.
Such as Winona Ryder, who was wearing a black dress at the Oscars. 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 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 with no 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, What is H&M’s marketing strategy.
This collection has been a clear example that H&M has a good marketing plan. On April 1st, the brand launched its spot, with excellent visibility through the official YouTube channel.
It is worth noting that it has been a very well set and colourful 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 represented a very peculiar day full of fantasy and lived in this place. Likewise, they had the Spanish duo Baccara and their song “Yes Sir, I Can Boogie” as musical accompaniment. 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.
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Marketing is very beneficial for clothing brands. 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.