1 / 24

IN GERMANY

IN GERMANY. Chris Vorbeck. HISTORY OF H&M. 1947: First Hennes opens in Sweden 1968: Hennes buys Mauritz Widforss – becomes H&M Today, H&M has over 3,000 locations in 53 countries. “Fashion & quality at the best price.”. H&M IN GERMANY. In 1980, H&M opened their first store in Germany

sagira
Download Presentation

IN GERMANY

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. IN GERMANY • Chris Vorbeck

  2. HISTORY OF H&M 1947: First Hennes opens in Sweden 1968: Hennes buys Mauritz Widforss – becomes H&M Today, H&M has over 3,000 locations in 53 countries

  3. “Fashion &quality at the best price.”

  4. H&M IN GERMANY In 1980, H&M opened their first store in Germany Unlike other German clothing-retail stores H&M’s top market Represents just 2% of German clothing-retail market

  5. TARGET AUDIENCE 18-35 year olds, especially females Middle Class- Power Distance Individualistic Brand Loyalty

  6. H&M COMPETITORS

  7. H&M’s top competitor • World’s number one apparel retailer • Doesn’t advertise; spends that money on new stores • Produces around 11,000 unique items • 1770 stores worldwide, 69 in Germany • Successful because of speedy product development • Takes 4-5 weeks compared to industry standard of 6 months

  8. Based out of Los Angeles Very new in Germany 1st German store opened June 8th, 2013 Opening stores in Munich and Frankfurt 480 Forever 21 locations worldwide, 2 in Germany

  9. Also new to Germany Founded in England 440 shops in 37 countries Sells out of the department store Karstadt Plans to open 30,000 stores in Germany Township 3 Karstadt-Topshop stores in Germany

  10. Founded in 1969 out of San Francisco • World’s second largest apparel retailer • Operates Athleta, Banana Republic & Old Navy • GAP has over 3,100 locations internationally • In 2004, GAP had 10 German locations • H&M bought them out

  11. H&M IN THE MARKET • ZARA is number one in sales worldwide • H&M dominates the German market • High concentration of stores • German stores bring in most money worldwide for H&M • Followed by US

  12. SWOT ANALYSIS

  13. STRENGTHS Established brand, particularly in Germany Leader in global market Quality clothing at low price-points “Fast fashion” = fast production cycle Focus on sustainability and environmentalism Continuously increasing profits Offer trendy products and staple items Collaborations with celebrity designers Something for everyone

  14. WEAKNESSES • Quality of clothing perceived low • “Throw-away fashion” • Overstocking of goods with no guarantee of selling • Online shopping not available in all markets • Lack of innovation – “copycat” clothing • Large target audience – no real focus • Fit of clothing not consistent throughout brands • Definition of “trendy” not the same everywhere

  15. OPPORTUNITIES Continue expanding into new and existing markets Promote current sustainability practices Establish stores as one-stop shop Focus on price conscious consumers and advertise accordingly Online and mobile shopping capabilities Collaborate with country-specific fashion designers

  16. THREATS • Primary competitors: Forever 21, Topshop, Gap, ZARA • Secondary competitors: Urban Outfitters, Express, Charlotte Russe • Trends change quickly and frequently • Chinese market threat to German market • Long term investments potentially not panning out • External changes • Government policies • Politics • Taxes and exchange rate fluctuations • Unemployment/bad European economy • Decrease in discretionary spending

  17. GERMAN MAGAZINE ADS

  18. GERMAN WEBSITE IMAGES

  19. GERMAN BILLBOARD ADS

  20. GERMAN TELEVISION COMMERCIAL

  21. TELEVISION COMMERCIAL(ACROSS EUROPE)

  22. DAVID BECKHAM AUTOGRAPH SIGNING IN BERLIN

  23. STOREFRONT IN BERLIN

  24. SOCIAL RESPONSIBILITY • Triple Bottom Line Approach Seven Commitments: 1. Provide Fashion for Conscious Customers 2. Choose and Reward Responsible Partners 3. Be Ethical 4. Be Climate Smart 5. Reduce, Reuse, Recycle 6.Use Natural Resources Responsibly 7. Strengthen Communities

More Related