Comparative shop report (H&M in Huddersfield ) University of Huddersfield 2011

1. Comparative shop report (H&M in Huddersfield) University of Huddersfield 2011

2. Company’s background • Customer profile and products • Place and promotion • Store merchandising • Cloth assortment and quality • Design development • Summary AGENDA

3. Mission – fashion and quality at the best price • Around 2300 stores spread across 41 market • UK is the 4th biggest market COMPANY’sBACKGROUND

4. Target group – women and men of all ages • Assortment: • Apparel • Accessories • Cosmetics • Home textile • Price range: • Tops £3.99- £34.99 • Knitwear £7.99- £24.99 • Jeans £19.99- £29.99 • Jackets up to £34.99/ Coats up to £59.99 • Coats are the most expensive products in the store CUSTOMER PROFILE AND PRODUCTS

5. Primary shop locations: • City centre • Shopping centre • Promotion: • Billboards/media • store/windows • catalog PLACE AND PROMOTION

6. Store layout in sections: • Platinum zone – the newest clothes • Silver zone – basic wear, older collection, sales • Bronze zone – accessories • Windows and display • There are two main windows representing outwear collection for women and children • Tidy and clean, non propping, aquarium window • Well ironed clothes with clear price signs STORE MERCHANDISING

7. STORE MERCHANDISING

8. Trends: • European style • Quirky • Unusual • Indie •   Some styles kept for a long time, traditional H&M patterns • H&M have a product policy which they must meet in order to sell those products in store CLOTH ASSORTMENT AND QUALITY

9. 1920s • 1940s • 1950s- Hollywood glamour • Faux fur • The Tailored Blazer DESIGN DEVELOPMENT

10. H&M always go for prime location and the best price in order to be a leader in the fast fashion industry. Merchandising support, wide product range, latest fashion and quality control keeps UK as 4th the highest profit generating market for the company. SUMMARY