Rebranding Book for H&M Alex Holmes and Stephanie Spadea

Client Profile: Ladies Fashion  Company name: H&M

 About the company: H & M Hennes & Mauritz. Started as a single women’s wear shop in Västerås, Sweden, and now has six different brands and 3,000 stores all around the world. H&M’s fashion for women is the largest of the collections. It comprises everything from the latest must-haves to updated fashion classics. From casual daywear to amazing party dresses, via relaxed leisure separates, high performance sportswear and contemporary maternity apparel – it’s all here. Basically clothes for almost all times and days of the week.

Client Profile: Ladies Fashion   Mission/vision/goals: Our Sustainability Vision: H&M’s business operations aim to

be run in a way that is economically, socially and environmentally sustainable. By sustainable, we mean that the needs of both present and future generations must be fulfilled.

  To help us achieve this vision, we have set seven ambitious commitments that include:   Provide fashion for conscious customers, choose and reward responsible partners, be ethical, be climate smart, reduce, reuse, recycle, use natural resources responsibly and strengthen communities

  We want to make more sustainable choices in fashion affordable and desirable to as many people as possible.

  We are a design-driven, creative and responsible global fashion company. Around 104,000 employees worldwide work passionately to always exceed customer expectations.

Client Profile: Ladies Fashion   Target Audience: women ages 18-34 in America. Single or

married. From college students to young professionals the audience looks for decently priced clothing that is good quality. Looking for casual day clothes, professional clothes and nightlife clothes. They are either in school or working and enjoy being social. May not have an extremely high income, more of a middle class income.

  Industry: women’s clothing industry, good quality and cheap. Better quality than other cheap clothing brands such as forever 21.

  Strengths and core competencies: six different brands and 3,000 stores all around the world. economically, socially and environmentally sustainable. Affordable and fashionable clothes, strong brand image, strong marketing skills.

Client Profile: Ladies Fashion   Products/Services: For ladies fashion, clothes including tops, shirts,

blouses, cardigans, sweaters, dressed, skirts, pants, jeans, shorts, jackets, coats, blazers, office wear, sportswear, lingerie, socks, tights, sleepwear, swimwear, accessories, shoes, cosmetics and maternity wear. Services includes 3,000 stores around the world, promotions, in store and online shopping

  Tone/Current design style used: Bold and straight forward, hip music playing, high energy. Simple website, easy to use. Straight forward and bold

  Niche: Quality clothes at very affordable prices. Higher quality than most stores like this. Locations all over the country and easy online shopping.

Creative Brief   Project: Rebranding book for H&M ladies fashion

  Prepared by: Alex and Stephanie

  Background/overview: H & M Hennes & Mauritz. Started as a single women’s wear shop in Västerås, Sweden, and now has six different brands and 3,000 stores all around the world. H&M’s fashion for women is the largest of the collections. Design-driven, creative and responsible global fashion company. H&M’s business operations aim to be run in a way that is economically, socially and environmentally sustainable. By sustainable, we mean that the needs of both present and future generations must be fulfilled. Aim to keep current customers interested and satisfied and to bring in new customers.

Creative Brief   Unique selling proposition: H&M’s fashion for women is the largest of

the collections. They offer clothes for almost any day and time of the week at very decent prices. Very popular brand image. Wide variety of store locations. Established brand that started with one store in Sweden to now having over 3,000 stores around the world. Cheap, high quality products. 

  Objective/Purpose/Goals: Revamp the brand image to keep up with the trends/time. Want to surprise their customers with an exciting rebranding. We have a strong presence in the market and want to keep it that way. Draw in new customers as well

  Taglines: Fashion and quality at the best price. From casual to daring. Cozy comfort and soft touch. Get ready to do some serious shopping. You look nice today.

  Call to action: Websites, store promos and coupons. Advertisements in magazines

SWOT Analysis   Strengths:

  Cheap but high quality clothing

  One of the largest global clothing retailers

  Six different brands and 3,000 stores worldwide

  Strong brand image

  Well-developed marketing skills

  Stay at the forefront of fashion

  Delivery time is very low; it takes only 12 weeks for their products to come from the design stage to the retailer phase.

SWOT Analysis  Weaknesses

  Buying such large volumes could lead to overstocking and later on lead to lowering of the already affordable prices

  Target customer base changes often due to economic conditions

 Depends completely on outside suppliers to manufacture their products. Outsourcing can be a risk to H&M’s reputation

SWOT Analysis  Opportunities

 Online shopping is growing and becoming increasingly important. Are expected to increase

  Expand addressable market

 Growth in global markets such as Asia

 Globally, the apparel, accessories and luxury goods market is growing

SWOT Analysis   Threats

  Poor economic conditions

 Competition such as Zara, Gap, Old Navy and Forever 21

  Prominence of value retailers and premium luxury brands is increasing

Expanded Target Market   Age: 25

  Gender: Female 

  Location: America…New York?

  Income Level: $45,000 a year

  Social Class: Upper middle class

  Occupation: Ad agent for Blue Fountain Media

  Education: High school education and bachelor’s degree

  Marital Status: Single, dating

  Hobbies: Socializing when not at work, exercising, yoga, cooking and social media guru

Expanded Target Market  Our Customer:

 Name: Samantha Shields

  Photo:

Mood Boards: Images 1

Mood Board: Images 2

Textures

Competitor Analysis  What is everyone else doing? H&M’s main competitors include

Zara, Old Navy, Gap and Forever 21. Zara and Forever 21 are very similar to H&M with their low prices. They are also trying to keep consumers satisfied and stay afloat in the economy.

 Current trends in the market? They are also trying to keep consumers satisfied and stay afloat in the economy. Clothing is not a necessity such as food, etc. So everyone is trying to promote their brand,

  How everyone else is doing it: Advertising their low prices and quality clothing along with possible promotions