H&M의 국제 마케팅(영문)
분야
hwp1. About H&M
2. STP
3. 4P
4. SWOT
5. Competition between H&M and ZARA
6. Competition between H&M and Forever 21
7. H&M의 문제점
8. H&M 해결방안
As “Fast fashion” is trend nowadays, H&M is steadily growing. H&M is occupied in korea and it is one of representative SPA brand we think.
1. About H&M
(1) H&M history
-H & M Hennes & Mauritz AB comprises five different independent brands – H&M, COS, Monki, Weekday and Cheap Monday. The H&M Group has a total of approximately 2,700 stores all over the world.
-From a single womenswear store in 1947, to a global company offering fashion for the whole family, and their home, under the brand names of H&M, COS, Monki, Weekday, Cheap Monday and H&M Home.
-2012 H&M plans to open in Bulgaria, Latvia, Malaysia, Mexico and via franchise in Thailand. COS to open in Hong Kong, Italy, Finland and via franchise in Kuwait. H&M to introduce e-commerce in the US.
(2) H&M’s business concept
-H&M business concept is to give the customer unbeatable value by offering fashion and quality at the best price.
-H&M’s own designers interpret the latest fashion trends and create collections that are accessible to all.
(3) H&M seven important core factors
•Keep it simple
•Straight forward and open-minded
•Constant improvement
•Entrepreneurial spirit
•Cost conscious
•Team work
•Belief in people
