Expansion to Major CitiesJuly 2016 - December 2016

IMC Campaign Proposal By:

Alanna Gatto, Savannah Kuang, Mary Lee, & Mekynzi Sotello

Global Marketing Communications

BUMT 3680

Fashion Institute of Design & Merchandising

Mychelle Fitzgerald

June 17th, 2015

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Table of ContentsAgent Philosophy 2Executive Summary 3-5Industry Background 6-8Company Snapshot 9-12Brand Review 13-15Competitive Review 16-20Buyer Analysis 21-23SWOT Analysis 24Campaign Marketing Goals 25Target Market 26-27IMC Objectives and Strategies 28Positioning and Campaign Theme 29Creative Recommendations 30Advertising Recommendations 31Media Flowchart 32Media Breakdown 33-34Sales Promotions Recommendations 35Direct Marketing Recommendations 36Internet/Interactive Recommendations 37-39Public Relations Recommendations 40-41Campaign Flowchart 42Measurement and Evaluation 43-45Budget Summary 46Conclusion 47References 48-50Appendices 51-53

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Agent Philosphy At Mirage Agency, we strive to create campaigns for our clients that not only guarantee profit success, but also invoke a cognitive reaction. Understanding that our clients have visions for what their campaigns hope to achieve, we are aim to make their visions into a reality. We strive to create campaigns that offer a unique perspective, while staying true to our client’s image and beliefs. With partnering with H&M to generate the advertising and marketing goals for its home expansion stores in the United States. We believe that Mirage Agency will be able to successfully create a campaign that generates awareness on a line that is not widely known by the target consumers. By partnering with H&M, we are confident that we will not only provide creative results for the company, but H&M will see profitable success, as well as a new segmentation of loyal customers.

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Executive SummaryMajor Target Audiences

Our target markets are women between the ages of 20 to 44 who love to accessorize and decorate along with college students and young professionals with urban apartments that are living on a budget. We are also focusing on couples who have recently made the big step of buying their first home and are now looking to fill the empty rooms at reasonable prices. Our secondary target market would be males at the ages of 24 to 35. We are also targeting young men looking to add some sophistication to their childhood furniture sets. The average consumer would be looking for specific modern pieces at low prices.

Time Period of the CampaignJuly 2016 to December 2016

Campaign ObjectivesWe strive to expand the H&M Home line towards all of the major cities: San Francisco, Los Angeles, Dallas, Philadelphia, Chicago, and Seattle. We would like to launch thiscampaign by building a stronger social media presence along with being sociallyresponsible to collaborate with Habitats for Humanity. We hope to aim to reach out to at least 75% of our target audience and increase our consumer awareness by 12%.We also hope to increase our sales revenue by 15% by the last quarter of 2016.

Campaign Theme/Slogan“Every Accessory Needs A Home. #hmsweethome”

Budget Total$33, 495, 000

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Summary of Media UsedRadio AdvertisementsObjective: We will be using radio advertisements during peak traffic hours in major cities to capture the cognitive response within 30 seconds to a minute. This will cause our audience to get an idea of our campaign while in public transportation or the vehicle they are driving in.Rationale: Creating buzz instantly, fast cognitive response, giving an idea for the audienceBudget: $1,674,750 // 5%

Print AdvertisementsObjective: To increase exposure towards campaign by putting print advertisements in selectedmagazines that the target audience reads. It will bring more attention not just from apparelmagazines, but in home decor magazines as well.Rationale: Expanding customer loyalty, communicating on print, mass coverageBudget: $11,723,250 // 35%

TV AdvertisementsObjective: To capture target audience’s attention in between relevant shows or news forecastno more than 30 seconds to a minute. This will ensure that the target audience will not skipthe TV commercials. This will also be done on online TV shows depending on relevancy.Rationale: Selective targeting, broadcasting flexibility, and creating buzz from TV showsBudget: $1,674,750 // 5%

Sales PromotionsObjective: To promote social cause, grand opening discounts, and benefits of joining theloyalty program in order to create or maintain customer relationships.Rationale: Provides benefits for the target customers, customer loyalty, social consciousnessBudget: $6,029,010 // 18%

Direct MarketingObjective: To directly target customers in persuasion of involving them into the campaign.Rationale: Giving them direct communication through mail in order to create a more rapidresponse along with ensuring that they will come into brick and mortar stores with their mailBudget: $5,024,250 // 15%

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Social Media/Internet MediaObjective: To build strong internet and social media presence amongst the target audience andmaking live interactions with them.Rationale: Creating a strong internet audience will not only bring more traffic to the website, but will also ensure customer loyalty from receiving their feedback through social media.Budget: $5,024,250 // 15%

Public RelationsObjective: To promote the brand image by collaborating with a charity that is relevant to the H&Mcampaign. This will bring social awareness to the brand and the charity itself.Rationale: Promoting a social cause and creating responsibility for the target audience.Budget: $669,990 // 2%

Personal SelingObjective: To give direct and personal interactions with target customers when walking into brickand mortar stores in order to inspire their purchase behavior during the campaign.Rationale: Creating positive customer service experiences, welcoming them into the grand openingsBudget: $1,674,750 // 5%

Evaluation ProgramThe evaluation program and standards will help launch the 6-month period of thecampaign. There will be tests and teasers through the development of the campaignto measure effectiveness and its progress. This will also include trackers and clickersthrough social media and the Internet along with measuring traffic onto the otherplatforms. Broadcasting advertisements including TV, print, and radio will ensureproductivity of our target audience’s cognitive response from the promotions. Thesocial awareness of the campaign will benefit the customers and the company dueto its long history of collaborations with non-profit organizations.

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Industry Background (External)Interior Design IndustryThe interior design industry is relatively small but makes a big impact. There is a wide range of competitors but no one company is dominant in this industry. Today the industry plays a crucial role in our everyday lives, its impact is everywhere. Interior design includes homes, hotels, restaurants, stores, doctors offices, schools, and any other interior you can think of. The interior design industry influences and inspires the mood, feel and overall environment of every place you walk into. Recently the industry has accelerated to keep up with the current and ever changing market trends. Interior design has such a great impact, often not consciously, because we spend most of our time surrounded by it. The interior design industry provides room for creativity and functionality in residential, recreational and professional environments.

Size The fashion apparel industry is global. The American Society for Interior Designers (ASID) state of the industry report in 2011 showed “Designer revenues were just under $7.3 billion in 2011, with anestimated 12,100 interior design firms. With an additional $1 billion in earnings by the 17,100 self-employed designers and $1 billion from architecture firms’ interior design services, the total revenue of interior design businesses was over $9 billion.” Also, in ASID's 2014 outlook for interior designers a 13 percent employment growth was expected, a more recent report has not been released yet.

GrowthThe industry is seeing the most prominent growth in the E-commerce sector. Over the years we have seen a dramatic shift in consumer spending from retail stores to online. Companies are experiencing the benefits of adapting their retail strategies through instant accessibility. Through social media websites such as Instagram, Facebook and Twitter, companies are able to capture a larger share of sales than ever before. Let’s face it, most people do not like to shop in crowded brick and mortar stores and wait in mile long lines to check out. According to ASID’s 2014 outlook report, “2014 will be one of the strongest years in residential spending since 2009, with a significant growth in the remodel market. This resurgence in the housing market, and in some commercial and institutional sectors, holds promise for stronger growth in the interior design field in 2014, although growth to date has been erratic and modest.” We expect to see continued growth in 2016.

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Current Trends/Promotions● Fast Fashion influence on accessories ● International expansion● Localization of individual stores● E-commerce consumer spending● Promotions offered on event themed apparel, ex: Coachella● Using social media not only to showcase, but also sell● Baby Boomers and Millennials heavily influence and are targeted● Engaging and interactive marketing that results in consumer action● Shift towards Corporate Social Responsibility -Customers feel good knowing they are contributing to a worthwhile cause.● Loyalty programs that reward consumers for their engagement, as opposed to just purchases● Consumers want more personalized experiences and offers● Data security has become top priority

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Macroenvironment Factors and Issues

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Company Snapshot (Internal)Brief History Background○ 1947- First retail location, originally called Hennes, was opened in Vasteras, Sweden.○ 1957- Second location opened in Stockholm, Sweden. ○ 1964- Third location opens, but first one outside of Sweden, in Norway. ○ 1968- Hennes founder, Erling Persson purchases Mauritz Widforss, an outdoor company. Store name is changed to Hennes & Maurit, H&M. Men and childrens clothing lines come into formation. ○ 1974- H&M becomes public, makes first appearance on the Stockholm Stock Exchange.○ 1980s- H&M stores open in Germany and the Netherlands. ○ 1998- Location opens in France. E-commerce shopping begins. ○ 2000- First location opens in the U.S. in New York City.○ 2004- H&M starts collaborating with famous designers (Karl Lagerfield, Stella McCartney).○ 2007- First locations in Asia open. Ecommerce shopping begins in Austria and Germany. ○ 2008- H&M expands to Tokyo. Company also purchases FaBric Scandinavien fashion firm. ○ 2009- Company expansion H&M Home is launched. ○ 2010- H&M expands to South Korea and Turkey. Ecommerce shopping starts in the United Kingdom. First H&M Home store opens near Swede .(HM.com)

Place in the Industry (e.g., size, growth, image)Size ■ 3,511 brick and mortar locations, globallyGrowth ■ H&M aims to grow 10-15% per year, with brick and mortar locations (Expansion strategy). The company is planning on opening 400 new brick and mortar locations primarily in China and the United States. This exceeds the 371 locations the company opened in 2014 (Kell). Image ■ H&M is a leading retail giant, offering fashionable pieces, at a low cost for its consumers. It caters to wide demographic and various target markets (Kell).

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Mission or Business Philosophy“Our vision is that all our operations are run in a way that is economically, socially and environmentally sustainable. Which will mean our business is helping to meet the needs of both present and future generations. We believe that quality, affordable fashion can be made and sold in a way that’s also good for people and the environment. With this in mind, our business concept is simply to offer quality fashion at the best price” (Our Vision, H&M).

Organizational Structure○ Functional structure■ A functional structure is one of the most common organizational structures. Under this structure, the organization groups employees according to a specialized or similar set of roles or tasks (Small Business).

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Product Line Taking inspiration from the latest catwalk trends, H&M provides fashion-forward products that are suitable for each room in the house. Products come in different collections, inspired by different lifestyles. Products ranging from candle holders to bed linen, and sustainable throw pillows.

Sales History Hennes & Mauritz AB reported a profit leap of 17% from the last year, with the majority from H&M, followed by other brands under its ownership, including COS, Cheap Monday, Monki, Weekday, and & Other Stories. The net sales from 2014 were more than six billion dollars. Target Market H&M Home caters to its existing target customer who shops the company’s apparel line, H&M. Its target market serves both men and women age 15-40, as well as teenagers and children. Its target market is budget level, consisting of consumers who are trend conscious, who cannot afford to buy looks off the runway. Despite its financial background, H&M’s target market still cares for products that are of good quality, design, and sustainable. Market ShareHennes & Mauritz AB increased its market share through its strong sales and profit growth. The company reported that its three-month earnings in the start of 2015 increased 35 percent to 420 million dollars, which has been used to better new collections, as well as a new market in Taiwan. Net profits from H&M increased in February 2015, surpassing the same period last year by more than $380 million. PositioningA company’s positioning strategy is affected by customers’ motivations, requirements, and competitors’ actions. Things to observe, in order to strategically carry this through, are to:○ Identify what H&M Home customers are buying○ Distinguish products and service from competitors

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Current Marketing MixProductH&M Home is an interiors extension of its apparel brand. The company offers trendy home goods at affordable prices, which shares the same motto as its fast fashion apparel brand. Products are offered for every room in the house, from the comforts of your living room to the privacy of your own bedroom. Categories include bed linen, decors, storage, porcelain and vases, outdoor, and basic essentials. Items are characterized through different collection inspirations, with newly adopted product launchings every two weeks. PriceH&M Home offers interiors with prices ranging from $2.95 to $100. PlaceH&M Home is available online and through mail order in Sweden, Norway, Denmark, Finland, Germany, Austria, Netherlands, and the United States. The brand extension has 25 brick and mortar locations in Sweden, Germany, London, Austria, with four in the United States. PromotionH&M Home is still fairly new, first launching in Europe in 2009, and the U.S. in 2013. H&M has not promoted the line extension extensively. In fact, most people are not aware of the product line, unless shopping on its website. H&M Home is only available in four locations, and most of them being on the east coast, therefore accessibility is an issue. Ads that are distributed feature apparel at a low price, not home goods at a low price.

Review of Existing/ Past Programs (Strengths, Weaknesses, Overall Assessment)Kravaev-Söderberg, who led the initial launch of the home collection, stated the home extension received “very positive reactions overall.” Though online and physical stores are limited, H&M Home still offers the same benefits of its clothing line- trendy products at a value price.

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Brand ReviewDescriptionH&M aims to expand for the current target market by releasing a series of home goods to its retailers. The main idea behind bringing home goods to its customers is to ensure that they would not have to go to other retailers to shop for their favorite home products. This provides not only more convenience for the customers, but will also provide them the best alternative to home decor and goods. The home goods collection will include several selections of bedding sets, small and big furniture, fixtures, wall and table decor, tables, desks, and mini storage options. To capture consumer’s eyes, H&M will be launching its products with a modern and sophisticated design that will not stray away from the original brand identity.

Market Share, Sales, GrowthThe main objective H&M aims for is to strengthen the brand identity even more by bringing something different to the table. That is, by launching a home goods collection. Not only will this increase its market share, but this can also create a lot of buzz from its current market along with bringing new customers in. This will also create a bigger sales growth because customers will no longer try to shop at home goods retailers.

Strengths● Strong partnerships with famous designers● Reasonable pricing● Great quality clothing and accessories● Sold worldwide● Strong media platforms presence

Weaknesses● Mass production● Target market expanded too broadly● Lack in variety of design

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PerformanceThe home goods collection will be the beginning of consistency in bringing a new product mix. This will bring positive product performance to our market because although H&M is known to be consistent with its quality in apparel, it should be too when it comes to bringing in new products and aspects for the retailer.

Key BenefitsSome of the key benefits include:● Creating another reason for customers to shop at H&M● Making an unexpected promotion campaign for the consumer to be excited for● Becoming a modern retailer not just for apparel, but for home goods as well

Brand Image“H&M is one of the world’s largest and fastest growing clothing retailers. The company is also a pioneer of ‘fast fashion’: a term used to describe clothing collections which are based on the most recent fashion trends on the catwalk but which are designed and manufactured quickly, are affordable, and are aimed at mainstream consumers. By maintaining efficiency and flexibility throughout its supply chain, H&M is able to respond quickly to changes in fashion trends” (researchandmarkets.com).

Positioning“H&M has a keen understanding of its target market—which is the low price, high fashion end of the clothing sector—and is closely attuned to what mainstream consumers want. It enjoys a strong following among women, particularly those in younger age groups, who make up the majority of its customers” (researchandmarkets.com).

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Perceptual Map

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Competitive ReviewDirect Competitors

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Competitive ReviewDirect Competitors (cont.)

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Competitive ReviewDirect Competitors (cont.)

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Competitive ReviewIndirect Competitors

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Competitive ReviewIndirect Competitors (cont..)

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Buyer AnalysisUser Profile

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Buying Decision Process

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Buying Decision Process (cont.)Product BuyersConsumers who buy H&M Home products seek trendy home goods that are cost-friendly. These buyers are in their early to mid 20s, who are most likely women, renting an apartment or house, or perhaps a couple who just purchased their first home. Regardless of small upgrade or a total home redecoration, the buyer is on a budget.

Purchase Decision InfluencesPrice and quality is a major drive in the consumer’s purchase decision. As a result, price and quality turns into customer brand loyalty, influencing purchasing decisions as well.

Decision-MakerWomen are most likely to be making the decision-making, especially when it comes to home decor and furnishing.

Decision CriteriaThe consumer bases his/or her decisions on cost of the product, the worth, and the value, in which are then compared with the alternatives.

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SWOT Analysis

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Campaign Marketing Goals

At Mirage, our goal is to increase H&M Home’s revenue by increasing other metrics in the process. Consumers know H&M as a fast-fashion, budget apparel company. Because the the home extension is mainly known in Europe, and small parts of the east coast in the U.S., raising brand awareness is key. Advertising mediums will be used to raise brand awareness for H&M Home. The purpose is to educate the consumer about the extension, the product o�erings, and price point in order to convert sales and tra�c, both in-store and online. The chart above shows Mirage Agency’s campaign goals for H&M Home in Q3 of 2016.

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Target MarketSegmentation AnalysisH&M’s Home collection is full of new pieces, which celebrate the time of year and spice up our lives with fresh seasonal trends. The Home collection targets H&M’s current apparel customer as well as expands to a more home-conscious customer. The H&M Home customer loves to decorate; whether it is the bedroom or the bathroom. Similar to the way the apparel customer gets inspiration from high end fashion designers, the H&M Home customer wants the high end feel but at a low price. However, even though the consumer demands low prices, good product quality is also expected. As tech savvy individuals who are trend conscious, they do their research before making a purchase. Our existing apparel customer associates the brand with providing quality items at low prices and we aim to carry that same association over to the Home collection. Our customer will love the H&M Home collection because it brings together fashion and design in a wide assortment of pieces that can be mixed and matched to express individual style in every room.

Geographic� Urban and SuburbanDemographic� Age: 18-45 years� Residence Tenure: Homeowner & RenterSocioeconomic� Income: $35K-$75KEducation� College EducatedPsychographic� Trend Consciousness� Uses smartphones to compare prices before making a final purchase� Responds quickly to promotions and sales� Expects excellent customer service and convenience from retailers� Wants quality in a product while paying a reasonable price� Brand loyalists� Uses products from companies that are socially and environmentally responsible

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Target MarketPrimary Target Market� Women between the ages of 20-44 who love to accessorize and decorate � College students and young professionals with urban apartments that are living on a budget� Couples who have recently made the big step of buying their first home and are now looking to fill the empty rooms at reasonable prices� Adults with lived in rooms and sentimental furniture that are looking to bring some freshness or life back into their homes� Parents with young children who are still excited by themed rooms and fairytales� Individuals who are influenced by a company's ethical structure and sustainability� Individuals who enjoy feeling connected with brands through social media

Secondary Target Market� Males ages 24-35 � Young men looking to add some sophistication to their childhood furniture sets � The average consumer looking for specific modern pieces at low prices

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IMC Objectives & StrategiesUsing the Hierarchy of Effects model, H&M Home will see success in its IMC, and successful generated consumer response. The below objectives and strategies are what will be used to ensure the IMC is successful.

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Positioning and Campaign ThemeCampaign Theme“Every Accessory Deserves a Home.”

Positioning Strategy/Statement “H&M Home is a home retailer that offers quality and affordable home furnishings for trend conscious consumers. Unlike traditional home good retailers, H&M Home provides fashion for the home through convenience and accessibility of their products and services with the use of technology and social media.”

End Results of Positioning ● Increase awareness and excitement about the launch of the home collection in the major cities● Improve personalized customer experiences● Encourage customers to share their own H&M home creations with us via social media platforms such as Pinterest and Instagram● Continue to promote products through themes and overall moods to give inspiration● Maintain transparency to ensure ethical business practices● Continue to run operations in a way that is socially, economically and environmentally sustainable

Product DifferenceThe H&M Home collection offers versatile pieces with a modern feel for every room in the home. The repeated use of prints, patterns and color schemes will become recognizable.

Key Benefits● It would be an ease of location. H&M Home stores will be opening next to H&M apparel to create a stronger brand association and awareness.● Fresh, trendy and modern pieces at affordable prices.

H&M Home ConceptAn accessible, inspiring collection of fashionable accessories and textiles for every room in the home, all at a great price.

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Creative RecommendationsTarget AudienceWe would like to target returning H&M customers that are looking for home goods for their homes. They are fashionable customers that love to accessorize their lives with jewelry, creative spaces, and mainly their homes. They also have brand loyalty and recognize the quality and price of the brand itself.

Advertising Objectives ● Increase awareness of H&M Home all around the United States● Introduce current and incoming modern themes that allow customers to seek different options for their homes

Advertising StrategyIn order to spread awareness, one of our advertisements will include a hashtag “#hmsweethome” in all social media platforms.

Advertising Appeals● “Every accessory deserves a Home” will aim to deliver a positive message for our current products that are in dire need for our home products.● The campaign will seek to appeal as a form of comfort from our customers’ own homes by purchasing our home goods.

Advertising Execution FormatOur advertising execution will deliver a positive message for our current products that are in dire need for a home. We will be designing simple yet attention-grabbing colors into our print, television, and billboard advertisements that will yell for the H&M brand.

Rationale for Creative RecommendationsCustomers recognizing H&M Home will increase awareness of the expansion of the H&M brand. This will also increase brand loyalty and also bring in new customers.

ExecutionsWe will be launching television, print, and billboard ads along with social media with the hashtag and that specific theme with a combination of the H&M colors and specific home themes. We will also have fashion bloggers to deliver the message through social media.

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Advertising Media RecommendationsTarget Market The campaign will be targeting a wide range of consumers ranging in age from 25-50. Both women working who are looking purchase high quality items for a low price. They are either trying to decorate their apartment, or have just purchased their first home, or are just trying to spruce things up with fun accessories.

Geographic ScopeThe IMC campaign will be exposed to consumers on a national level. Magazine advertisements will be placed in carefully segmented magazines where it will be certain our targeted consumer will be able to see and retain the information that they are exposed to. Billboards will be placed along high-populated highways, granted more exposure and retention during traffic congestion. Further more, radio ads will also be placed in popular local radio stations in big cities; Chicago, Los Angeles, Dallas, Philadelphia, San Francisco, and Seattle.

Scheduling Pattern with Rationale The campaign advertisements will be scheduled at both continuity and pulsing patterns. Magazine ads and catalogs will be placed every month, and social media ads will be placed in continuity patterns. This being that the magazine ads will be placed be seen every month. Email blasts and social media ads will be placed in a pulsing pattern, given how often and easy it is for consumers to be exposed to the ads.

Gross Impressions The campaign will aim to reach 25-30 million people. This will be measured in how many people click on the email blast links, use the catalog in-store promotion coupons, and the click rate for the social media ads.

Cost-per-Thousands The ads will budget by how many people are exposed to the ads multiplied by a thousand.

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Media Flowchart

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Media Plan Breakdown

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Media Plan Breakdown (cont.)

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Sales Promotion Recommendations

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Direct Marketing Recommendations

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Internet/Interactive Recommendations

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Internet/Interactive Recommendations(cont.)

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Internet/Interactive Recommendations(cont.)

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Public Relations Recommendations

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Public Relations Recommendations(cont.)

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Campaign Flowchart

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Measurement and Evaluation

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Measurement and Evaluation (cont.)

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Measurement and Evaluation (cont.)

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Budget SummaryBudgeting Method: Percentage of SalesTotal Sales (2014): 23,799.2 Billion (Global) Total U.S. Sales (2014): 2,328.18 Billion

H&M Advertising Budget: $3% of Total Sales($22.33B x 3%= $666.9 Million)

H&M Home Advertising Budget: 5% of Advertising Budget ($666.9 Million x 5%= $33,495,000)

Budget From Percentage of Sales Method: 5%Estimated Budget To Be Received: $666,990,000 Budget Request: $33,495,000

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ConclusionThe IMC program uses both traditional and contemporary mediums to reach core customers. These strategies comprise of: television, radio, print & digital media, sales promotions, direct mail, social media, and the Internet. The intent of this campaign is to successfully launch H&M Home in the United States market, while also introducing them as an relevant retailer in the home industry. In support of that, our IMC program will focus on raising brand awareness by 40% in 12 months, through the mediums listed above. The increase in brand awareness will contribute to growth in five key areas,● Website Traffic (40%)● In-store Traffic (30%)● Return on Investment (12%)● Profit (15%)● Sales Revenue (30%) With the different channels of marketing and the extent of the IMC program, the advertising budget needed in order to execute is $33,495,000. Because the H&M Home targets young adults ages 18-45, it is important to utilize all forms of marketing strategies, especially when it involves technology and social media. Because technology has evolved the world of consumerism with web applications, e-commerce, and social media, it will have a continuous and growing influence over consumers.

With H&M predominantly known as a fast-fashion apparel brand in the U.S., we recommend H&M Home brick-and-mortars to be opened next to their apparel stores. H&M is already an established brand and has a recognizable brand logo. Opening Home brick-and-mortars next to the fashion apparel store allows consumers to immediately associate the two together. This will target and encourage core and existing customers to shop at H&M Home, allowing more foot traffic and convenience of accessibility and location. With ease of accessibility of its products through online platforms and in brick-and-mortars, H&M Home will have a dominant presence in fashion and the home industry in the United States.

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References (cont.)Kell, John. "Fast-fashion Apparel Giant H&M Opening More Stores as Pro�t soars." Fortune Fastfashion Apparel Giant HM Opening More Stores as Pro�tsoars Comments. Time, Inc., 28 Jan. 2015. Web. 25 Apr. 2015.Kohan, Shelley. "Skip Links." RetailNext. N.p., 26 Aug. 2014. Web. 25 Apr. 2015. "LeadFerret Releases a Directory of Contacts in the Fashion and Apparel Industry." LeadFerret. N.p., 16 Jan. 2014. Web. 26 Apr. 2015. Misra, Bhavya. "How IKEA Uses Social Media to Emerge a Marketing Success | ET Retail." ETRetail.com. N.p., 22 Feb. 2014. Web. 06 May 2015. Murphy, Kara. "IKEA's Strategy For Growth Proves E�ective." IKEA's Strategy For Growth Proves E�ective. N.p., 31 Jan. 2014. Web. 05 May 2015. "Number of Stores Worldwide of the H&M Group by Country, 2014 | Statistic." Statista. N.p., n.d. Web. 25 Apr. 2015.Oldham, Jennifer, and Lauren Etter. "When Your Kid Moves Out West, She Takes the U.S. Economy With Her." Bloomberg.com. Bloomberg, 27 Apr. 2015. Web. 28 Apr. 2015."Our Vision." Our Vision. H&M, n.d. Web. 25 Apr. 2015.Peterson, Hayley. "5 Charts That Show H&M's Explosive Growth." Business Insider. Business Insider, Inc, 10 Sept. 2014. Web. 05 May 2015. "Positioning." Entrepreneur. N.p., n.d. Web. 25 Apr. 2015."Pro�le of H&M: A Pioneer of Fast Fashion." - Research and Markets. N.p., n.d. Web. 29 Apr. 2015."Real Simple, Media Kit." (n.d.): n. pag. Real Simple. Time, Inc. Web. 15 May 2015."Responsible Marketing." Responsible Marketing. N.p., n.d. Web. 03 May 2015. 12.2.14, Updated:. "2015 Rate Card." 2015 RATE CARD (n.d.): n. pag. People. Richard J. Durrell. Web. 15 May 2015."Sales Markets." Sales Markets. N.p., n.d. Web. 03 May 2015. Sanders, Lorraine. "Resale Brand Values on Display in Latest ThredUp Report." WWD. Ralph Erardy, Sr, 20 Apr. 2015. Web. 26 Apr. 2015."Segment Explorer." PRIZM Market Segmentation Research, Tools, Market Segment Research,. N.p., n.d. Web. 01 May 2015.

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References (cont.)Smith, Cooper. "US E-Commerce Growth Is Now Far Outpacing Overall Retail Sales." Business Insider. Business Insider, Inc, 02 Apr. 2014. Web. 26 Apr. 2015. "State of the Industry." ASID. N.p., n.d. Web. 06 June 2015. Summers, Larry. "2. Persistent Jobless Growth." Outlook on the Global Agenda 2015. N.p., Jan. 2015. Web. 26 Apr. 2015."Target Corporation Retail Market Share in the U.S." Statista. N.p., n.d. Web. 05 May 2015.Teninty, Kelly. "The Costs of Campaign Ads." Examiner.com. N.p., 19 Oct. 2010. Web. 15 May 2015."Vend - Point-of-sale You'll Love to Use." 12 Retail Trends and Predictions 2015. N.p., n.d. Web. 26 Apr. 2015. "Zara Home: Inditex's Bedroom Foray." Bloomberg.com. Bloomberg, n.d. Web. 03 May 2015. "Zara Home United States - Home Page." Zara Home United States - Home Page. N.p., n.d. Web. 03 May 2015. "Zara's." "light" Social Media Strategy Encouraging Brand Love, but Not Purchase Consideration. N.p., n.d. Web. 03 May 2015. Ziobro, Paul, and Chelsey Dulaney. "Target Sales Grow at Fastest Rate in Three Years." WSJ. N.p., 25 Feb. 2015. Web. 05 May 2015.

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Appendices

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Appendices (cont.)

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Appendices (cont.)