H&M High Profile Cross Border Marketing To Establish Brand Image

< p > three in one philosophy: popularity, quality and price H&M, with the opening of a href= "//www.sjfzxm.com/news/index_c.asp" > women's wear > /a shop, and then the realization of men's clothing business through mergers and acquisitions.

< /p >

< p > H&M can be popular in Europe and is welcomed by consumers worldwide. It can not do without its three in one philosophy of popularity, quality and price, so that consumers can find a perfect combination between fashion and money saving.

With the brand positioning of parity and fashion, we combine the ever-changing fashion with the high performance price ratio to achieve the same selling clothing as fast food products.

< /p >

< p > H&M trendy triangle: < a href= > //www.sjfzxm.com/news/index_c.asp > > dress > /a > classified management: 1) for the regular basic funds at the bottom of the fashion triangle, because of its large demand, H&M makes use of perennial sales data to predict; 2) for second types of seasonal fashion, H&M uses powerful designers and buyers to respond quickly to the trend of the season and reduce inventory risk as much as possible. 3) for the third categories of future fashion trends, H&M is cooperating with designer.

In recent years, the H&M queuing rush is the result of cross-border cooperation with designer.

< /p >

< p > H&M outsourcing products to suppliers in different regions according to their product characteristics, so as to achieve a balance between time and cost.

Among them, the basic fashion and children's wear were produced in Asia, accounting for 60% of the total production, while the remaining 40% of the popular trend products were in Europe.

At the same time, the company through pre production technology, production offices check trends and product quality.

H&M hopes to find a balance between time and cost.

Unlike Zara's pursuit of speed lead time, H&M believes that "proper lead time" is conducive to finding the best balance between price, time and quality.

This led to M&M's lead time 5 days later than the 15 day of Zara, but it won the cost advantage, and the product price was cheaper than 30%-50% by about 30%-50%.

Entity store, online shopping mall and mail order to achieve Trinity interactive operation < /p >

< p > H&M not only provides shopping experience for consumers in the core business circle of every market, but also provides mail order and online shopping service for people by using network IT technology, so that global consumers can experience shopping pleasure whenever and wherever they want.

< /p >

The marketing concept of "P store" is different from that of Zara "H&M", which has always been in a high-profile brand.

From the cooperation between the designers and the designers every season, H&M has also made a lot of cooperation with entertainment stars, and the large print ads with the famous models occupy the gold business circle.

< /p >

< p > > a href= "//www.sjfzxm.com/news/index_c.asp" > H&M < /a > global layout: Europe is still the main market, and China and the United States become the new strategic focus /p.

Before P, twenty-first Century, H&M's strategy was to base itself on Scandinavia and sweep Europe.

The company diversify its direct sales channels (entity stores, mail order, e-commerce) to enrich the shopping choices of customers. The proportion of overseas revenue increased from 58% in 91/92 to 76% in 95/96.

After entering twenty-first Century, H&M accelerated its expansion and entered two or more than two countries at the speed of 10%-15%'s opening.

The latest data show that the proportion of European market income is declining, but it is still the main market.

The income of Nordic region decreased from 22.4% in 2003 to 13.7% in 2012. The operating income of the euro area except Finland has dropped from 56% in 2003 to 48.1%.

Industry risk indicates that domestic terminal consumption is low and the risk of clothing consumption reduction is decreasing; external demand volatility affects the risk of export.

< /p >