in germany chris vorbeck. history of h&m 1947: first hennes opens in sweden 1968: hennes buys...
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“Fashion & quality at the best price.”TRANSCRIPT
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IN GERMANY
Chris Vorbeck
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HISTORY OF H&M1947: First Hennes opens in Sweden
1968: Hennes buys Mauritz Widforss – becomes H&M
Today, H&M has over 3,000 locations in 53 countries
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“Fashion & quality at the best price.”
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H&M IN GERMANYIn 1980, H&M opened
their first store in Germany
Unlike other German clothing-retail stores
H&M’s top marketRepresents just 2% of
German clothing-retail market
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TARGET AUDIENCE
18-35 year olds, especially females
Middle Class- Power DistanceIndividualisticBrand Loyalty
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H&M COMPETITORS
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H&M’s top competitorWorld’s number one apparel retailerDoesn’t advertise; spends that money on new
storesProduces around 11,000 unique items 1770 stores worldwide, 69 in GermanySuccessful because of speedy product
development Takes 4-5 weeks compared to industry
standard of 6 months
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Based out of Los AngelesVery new in Germany1st German store opened June 8th,
2013Opening stores in Munich and
Frankfurt480 Forever 21 locations worldwide, 2
in Germany
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Also new to GermanyFounded in England440 shops in 37 countriesSells out of the department store
KarstadtPlans to open 30,000 stores in
Germany Township3 Karstadt-Topshop stores in Germany
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Founded in 1969 out of San FranciscoWorld’s second largest apparel
retailerOperates Athleta, Banana Republic &
Old NavyGAP has over 3,100 locations
internationallyIn 2004, GAP had 10 German
locationsH&M bought them out
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H&M IN THE MARKETZARA is number one in sales
worldwideH&M dominates the German marketHigh concentration of storesGerman stores bring in most money
worldwide for H&MFollowed by US
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SWOT ANALYSIS
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STRENGTHSEstablished brand, particularly in GermanyLeader in global marketQuality clothing at low price-points“Fast fashion” = fast production cycleFocus on sustainability and environmentalismContinuously increasing profitsOffer trendy products and staple itemsCollaborations with celebrity designersSomething for everyone
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WEAKNESSESQuality of clothing perceived low
“Throw-away fashion”Overstocking of goods with no guarantee of
sellingOnline shopping not available in all marketsLack of innovation – “copycat” clothingLarge target audience – no real focusFit of clothing not consistent throughout
brandsDefinition of “trendy” not the same
everywhere
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OPPORTUNITIESContinue expanding into new and
existing marketsPromote current sustainability practicesEstablish stores as one-stop shopFocus on price conscious consumers
and advertise accordinglyOnline and mobile shopping capabilitiesCollaborate with country-specific
fashion designers
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THREATSPrimary competitors: Forever 21, Topshop, Gap,
ZARASecondary competitors: Urban Outfitters, Express,
Charlotte RusseTrends change quickly and frequentlyChinese market threat to German marketLong term investments potentially not panning outExternal changes
Government policies Politics Taxes and exchange rate fluctuations Unemployment/bad European economy
Decrease in discretionary spending
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GERMAN MAGAZINE ADS
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GERMAN WEBSITE IMAGES
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GERMAN BILLBOARD ADS
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GERMAN TELEVISION COMMERCIAL
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TELEVISION COMMERCIAL(ACROSS EUROPE)
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DAVID BECKHAM AUTOGRAPH SIGNING IN BERLIN
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STOREFRONT IN BERLIN
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SOCIAL RESPONSIBILITY
Triple Bottom Line Approach
Seven Commitments:1. Provide Fashion for Conscious Customers2. Choose and Reward Responsible Partners3. Be Ethical4. Be Climate Smart5. Reduce, Reuse, Recycle6.Use Natural Resources Responsibly7. Strengthen Communities