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)