presentation by elina nilsson and lena ytterberg advertising management, january 24, 2011
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Presentation by Elina Nilsson and Lena Ytterberg
Advertising Management, January 24, 2011
About H&M Swedish retail-clothing companyEstablished in 1947Known as fast-fashion clothingPhilosophy is ”To bring you fashion
and quality at the best price.”
The world of H&MExpanded significantly the last years38 different countriesAlmost 2 200 stores
◦ About 200 of those are located in USA◦ First store in USA opened in New York on 5th
Avenue, Manhattan in 2000
In which countires does H&M operate?
Icon and designer collaborations
Design collaboration every year since 2004
International designers and fashion icons◦ Madonna, Stella McCartney, Jimmy Choo, Kylie
Minouge
Famous and quality design at low prices
Celebrities and H&M
Why this kind of campaign?
Boosts the brand as a fashion houseMakes the business concept clearer to
customers◦ Trendsetter◦ High-fashion◦ Still affordable prices
Hype and attentionBrand equity
Relation to class
The celebrity’s behavior may pose a risk to the company
The celebrity may overshadow the product being endorsed
The celebrity may be overexposed, reducing his or her credibility
The target audience may not be receptive to celebrity endorsers
Referenses http://www.youtube.com/watch?v=owIW1CiVafU http://www.youtube.com/watch?v=L3n66E1Q3yQ&fea
ture=related http://www.youtube.com/watch?v=mDST12FY8Bs&fea
ture=fvw http://www.hm.com/us/abouthm/theworldofhm/northa
merica/unitedstates__worldofhm_countrycode_us.nhtml
http://www.hm.com/us/abouthm/theworldofhm__worldofhm.nhtml
http://www.hm.com/us/abouthm/factsabouthm/thehmbrand__thhmbrand.nhtml
http://en.wikipedia.org/wiki/H%26M http://londonoa.com/2008/10/12/hms-designer-collabo
rations-go-harajuku/ Belch, G; Belch, M; Advertising and Promotion; New
York: McGraw-Hill Companies; 2009
TACK SÅ MYCKET(Thank you so much)
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