The success of HM is inseparable from its unique business strategy and innovative marketing means. This article will introduce how HM became a global fashion brand from the following aspects.
First, the brand history
ErlingPersson, the founder of HM, was founded in V? ster？ S opened the first Hennes women's clothing store. At that time, the store mainly sold women's wear and accessories. 1952, ErlingPersson acquired MauritzWidforss company, started selling men's wear and outdoor products, and changed the company name to Hennes &；; Maurizab (HM). Since then, HM has started its rapid expansion.
Second, the business strategy
HM's business strategy mainly includes the following points:
1. Fast Fashion
HM takes fast fashion as its main business model, and constantly introduces new styles and designs to attract consumers' attention. At the same time, the production cycle of HM is short, which can quickly respond to market demand and satisfy consumers' shopping desire.
2. Low price
HM's products are mainly low-priced, which makes it attract more consumers. At the same time, low price is also one of the competitive advantages of HM, which enables it to occupy a place in the market.
3. Diversified product lines
HM's product line is very diversified, covering men's and women's wear, children's wear, household items and other fields. This diversified business strategy can meet the various needs of consumers and increase the company's sales.
Third, marketing means.
HM's marketing methods mainly include the following points:
1. Celebrity endorsement
HM often invites celebrity endorsements, such as Kate Moss, Bieber and Kardashian sisters. The endorsements of these stars can attract more attention and enhance brand awareness.
2. Social media
HM's marketing methods on social media are also very successful. Companies often publish new styles and designs on platforms such as Instagram and Facebook to attract consumers' attention.
3. Limited sales
HM often introduces limited edition products, such as joint models and commemorative models. This limited sales strategy can attract more consumers' desire to buy and increase the company's sales.