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레포트 > 경제경영계열

[패션비즈니스] H&M 마케팅전략

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레포트 > 경제경영계열
2010.08.27
35페이지 / pptx
2,800원
84원 (구매자료 3% 적립)

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소개글

[패션비즈니스] H&M 마케팅전략에 대한 자료입니다.

1.ABOUT H&M
-Business Concept
-Fashion Concept
-From Idea To Store
-The H&M Brand
-Markets
-The World of H&M
2.STRATEGY OF H&M
-SWOT
-4P
3.MARKETING STRATEGY
-Collaboration
-Celebrity Marketing
-Masstige Marketing
-Emotional Marketing

4.INTERVIEW - WITH A MERCHANDISER of H&M in MYUNGDONG, SEOUL, KOREA

본문내용

H&M offers fashion and quality at the best price
H&M's first store was opened in Vasteras, Sweden in 1947 by Earling Persson
H&M is in around 2000 stores spread over 37 countries
H&M offers fashion for women, men, teenagers and children
The collections are created centrally by around 100 in-house designers together with buyers and pattern makers
H&M also sells own-brand cosmetics, accessories and footwear
The stores are refreshed daily with new fashion items
In Sweden, Norway, Denmark, Finland, the Netherlands, Germany and Austria H&M offers fashion by internet and catalogue sales
H&M employs about 76,000 people
The turnover in 2009 was SEK 118,697 million

To offer the latest fashions, H&M has a design and buying department that creates clothing collections; H&M's own designers interpret fashion trends and create fashions that are accessible to all
H&M ensure the best price by having few middlemen, buying large volumes, having a broad, in-depth knowledge of design, fashion and textiles, buying the right products from the right market, being cost-conscious at every stage and having efficient distribution
H&M does not own any production factories. Production of goods is outsourced to 700 independent suppliers, primarily in Asia and Europe, through H&M's local production offices.
H&M does not own any of its stores. Instead H&M rents store space from international and local landlords.

H&M creates and plans its collections centrally.
Important to understand what customers want from the idea, through the creation of a new product to the customer buying it.
H&M's designers, pattern makers and buyers agree on the trends that will inspire H&M's fashion in the coming season and try to find a good balance between modern basic, current fashions and high fashion.
H&M outsources the production of the items to independent suppliers, mainly in Asia and Europe.
Millions of items are involved and these are sent out to the stores via a number of distribution centers.
Getting the right item to the right store at the right time is the key to H&M customers always finding something new and exciting.

Idea and Design
Planning the range
Buying production
Logistics and Distribution
Stores that inspire

#마케팅전략 #패션비즈니스 #HM #마케팅 #비즈니스

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