复旦大学：《中国市场营销 Marketing in China》课堂展示案例_H&M

Done bv: Carole Flamion Wee Beng, Seow

Done by: Carole Flamion Wee Beng, Seow

PRESENTATIOT Holiday Looks-Part 1 "o H&M Story and Overview ☆ Fast Fashion market H&M Main business activites ☆H& M Business model 4 H&M market segments and targets 令 Competitor analysis ☆ SWOT Analysis Trend Upd 令 Challenges faced by h&M 8 photos .o H&M Marketing Strategies e g H&M Future Development See all albums

COVERAGE OF PRESENTATION ❖ H&M Story and Overview ❖ Fast Fashion Market ❖ H&M Main Business Activites ❖ H&M Business Model ❖ H&M market segments and targets ❖ Competitor Analysis ❖ SWOT Analysis ❖ Challenges faced by H&M ❖ H&M Marketing Strategies ❖ H&M Future Development

EsI& BRA 1947: First Store opens in Vasteras, Sweden, selling women clothing Store is called Hennes 1952: Hennes open in Stockho 1947. 1968: Sales of men's and children,s clothing begin. Name is changed to Hennes& Mauritz 1980.1974: H&M is listed on Stockholm Stock Exchange 1977: Impuls stores, focused on teenagers, are hunched. Sales of cosmetics begin 1980s: Stores open in Germany and the Netherland 1998: First store open in France. H&M online shopping begins 19902000: First US and Spain stores were open. Continualexpansion in the European market 200d. 2004: Initiates designer collaborations starting with Karl Lagerfeld and followed by Madonna, David Beckham 2006: First stores in the Middle east open via franchise 2007: First Asian stores open in Hong Kong and Shanghai. New Concept store COS is launched 2007. 2008: First Japan store is opened and H&M acquired fashion firm FaBric Scandinavien AB,which 2013 comprises the brands Weekday, Monkiand Cheap Monday 2009: Beijing got its first H&M store. Russia also got its first H&M store 2010: First store in Korea and Turkey. Monki moves into Hong Kong 2011: H&M opens in Romania, Croatia and Singapore 2013: Continualexpansion in Chile, Estonia and Indonesia. Other brands under h&M group also open in new markets

1947- 1980s • 1947: First Store opens in Västerås, Sweden, selling women clothing. Store is called Hennes. • 1952: Hennes open in Stockholm • 1968: Sales of men’s and children’s clothing begin. Name is changed to Hennes & Mauritz • 1974: H&M is listed on Stockholm Stock Exchange • 1976: First store outside Scandinavia opens in London, in the UK • 1977: Impuls stores, focused on teenagers, are launched. Sales of cosmetics begin • 1980s: Stores open in Germany and the Netherlands 1990s -2006 • 1998: First store open in France. H&M online shopping begins • 2000: First US and Spain stores were open. Continual expansion in the European market • 2004: Initiates designer collaborations starting with Karl Lagerfield and followed by Madonna, David Beckham • 2006: First stores in the Middle East open via franchise 2007- 2013 • 2007: First Asian stores open in Hong Kong and Shanghai. New Concept store COS is launched • 2008: First Japan store is opened and H&M acquired fashion firm FaBric Scandinavien AB, which comprises the brands Weekday, Monki and Cheap Monday • 2009: Beijing got its first H&M store. Russia also got its first H&M store. • 2010: First store in Korea and Turkey. Monki moves into Hong Kong • 2011: H&M opens in Romania, Croatia and Singapore • 2013: Continual expansion in Chile, Estonia and Indonesia. Other brands under H&M group also open in new markets H&M STORY

H HI .A First h&m store opens in China, Shanghai in 2007 o Currently, 170 stores in China-wide 4 COS stores Mongolia ☆5 Monki stores North China Fukuoka Kagoshima hina see g e

H&M IN CHINA ❖ First H&M store opens in China, Shanghai in 2007 ❖ Currently, 170 stores in China-wide ❖ 4 COS stores ❖ 5 Monki stores

FAST FASHIO .8 Collections based on the most recent fashion trends presented at Fashion Week Designed and manafacture quickly cheaply ZARA, H&M, Peacocks and Topman leading retailer in fast fashion collections %o Deliver designer products to a mass market at a relatively low prices ☆ Category Management Quick Response method e ☆ Supply chain

FAST FASHION ❖ Collections based on the most recent fashion trends presented at Fashion Week ❖ Designed and manafactured quickly & cheaply ❖ ZARA, H&M, Peacocks and Topman leading retailer in fast fashion collections ❖ Deliver designer products to a mass market at a relatively low prices ❖ Category Management ❖ Quick Response Method ❖ Supply chain

FAST FASHION RKET KEY FIGURES Market size Market Size Growth 192334 个+275% Million of euro compared to 2011 The major Players 12°847578713 个+6.68% e 10541030000 个+548% 7841559831 +4.08 6。2

FAST FASHION MARKET - KEY FIGURES

FAS MARKET IN CHINA Metersbonwe, La Chapelle and online retailer Vancl emerged as local fast fashion contenders Building strong footholds in smaller, relatively untested third and fourth tier cities A Competitive pricing Comparatively easy access to suppliers and distribution networks VANCL凡客诚品

FAST FASHION MARKET IN CHINA ❖ Metersbonwe, La Chapelle and online retailer Vancl emerged as local fast fashion contenders ❖ Building strong footholds in smaller, relatively untested third and fourth tier cities ❖ Competitive pricing ❖ Comparatively easy access to suppliers and distribution networks

Tier 3 and 4 cities Tier 1 and 2 cities Dominated by Dominated by local players Defend Penetrate multinationals Local players Multinationals Strengths Deep knowledge of local market International brands Strong local government support Management expertise Long time relationships with local distributors Deep pockets and access Ideal site locations to capital Flexible, able to adapt quickly Professional management processes and systems Weaknesses Less depth of management capabilities Scarce local market and Very little strategic branding experience consumer insights Growth restricted to home market Weak government and local Limited access to capita market connections Limited presence in tier 3 and 4 cities e

PO TIALS 4 H&M plans to increase presence in lower tier cities by 2015 .o Even in the face of an expected economic slowdown, growth of China's appare industry is likely to outpace the nation projected GDP 4 Highest rate of expansion to take place in China Landlords of shopping centres aggressively pursue leasing deals with international brands such as h&M Online shopping expansion Attract next-generation consumers e

OPPORTUNITIES AND POTENTIALS ❖ H&M plans to increase presence in lower tier cities by 2015 ❖ Even in the face of an expected economic slowdown, growth of China’s apparel industry is likely to outpace the nation projected GDP ❖ Highest rate of expansion to take place in China ❖ Landlords of shopping centres aggressively pursue leasing deals with international brands such as H&M ❖ Online shopping expansion ❖ Attract next-generation consumers

KEYS LLAU ING NEW BRANDS o Finding new customer segments that have synergy with an existing brand such as COS and Monki .o Determining the right positioning in those segments, including product characteristics that are differentiated from the mass market and that target customers will welcome Assembling an experienced, knowledgeable management team e

KEYS TO LAUNCHING NEW BRANDS ❖ Finding new customer segments that have synergy with an existing brand such as COS and Monki ❖ Determining the right positioning in those segments, including product characteristics that are differentiated from the mass market and that target customers will welcome ❖ Assembling an experienced, knowledgeable management team