H&M is facing challenges due to unsold clothes worth $4.3 billion, increased competition from other fast fashion retailers and e-commerce websites, and changing customer preferences. The company needs to improve its business strategy by focusing on online services, inventory management, and product quality.
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1 H&M or Hennes & Mauritz AB is a Swedish multinational clothing enterprise which operates in the retail industry. It offers its fast-fashion clothing for men, women, teenagers, and children and it has established more than 4,700 stores across the globe (Milne, 2018). The key issue faced by H&M is that unsold clothes worth $4.3 billion which the company was not able to sell (Paton, 2018). This is the first time the company is facing this issue since it started its global expansion. The sales ofthe corporation have dropped along with its profits due to increased competition from other fast fashion retailers and e-commerce websites. Customer preference throughout the world is changing as well, and they prefer to purchase high-quality designer products directly through their smartphones. The management of H&M has failed to implement appropriate policies to manage their inventory by considering these changes effectively. They have also failed to quickly act upon the opportunity to expand its online operations due to which the company is facing competition from its retailing competitors which include Zara and ASOS (Lieber, 2018). The corporation has failed to predict the demand of its customers which is changing quickly. H&M is known for providing low priced products which are decent in quality; however, customers prefer to purchase expensive designer clothes from manufacturers which include Supreme, Gucci, Armani, Tommy Hilfiger, and others. Another key issue faced by H&M is that it did not consider the fact that demand of each country is different from one another. The company continued to expand its operations by opening 220 new offline stores and providing online facilities to customers in new markets (Paton, 2018). However, the company did not evaluate the demand of customers and changes in their purchasing behaviour which resulted in unsold clothes. The company is falling behind to a large extent when it comes to its competitors. For instance, Zara reported a growth of 7 percent in its profit in 2017, whereas, the operating profit of H&M dropped 62 percent in the first quarter of 2018 (Tyler, 2018). Similarly, Amazon is giving significant competition to H&M in terms of online shopping along with ASOS due to which H&M is falling to a large extent. In order to address these issues, H&M should improve its business strategy. The company should focus more on providing online services to its customers across the globe so that customers who are living in places where H&M store is not available are able to purchase its products. The online strategy will assist the company in reducing the competition from major and new online players which include Amazon, Zara, and ASOS. The corporation
2 should also focus on improving the management of its inventory by correctly predicting the demand of customers. Rather than making more clothes while expanding operations in new markets, the company should clearly evaluate the demand of its customers to avoid producing extra clothes. The corporation should focus on improving the quality of its products along with increasing their prices as well to appeal to a wider audience in western countries. However, in developing nations, the company should offer affordable and quality clothes to increase its loyal customers because the demand for affordable clothes is high in developing nations (The Fashion Law, 2016). By complying with these strategies, H&M will be able to address the issue of unsold clothes while giving strong competition to its competitors.
3 References Lieber,C.(2018)H&MIsLeaningIntoDiscounts.[Online]Availablefrom: https://www.racked.com/2018/6/29/17514086/h-m-fast-fashion-struggling[Accessedon 13thNovember 2018]. Milne,R.(2018)H&Mfacesuptoanewreality.[Online]Availablefrom: https://www.ft.com/content/9a942bc0-0cd5-11e8-8eb7-42f857ea9f09[Accessedon13th November 2018]. Paton, E. (2018)H&M, a Fashion Giant, Has a Problem: $4.3 Billion in Unsold Clothes. [Online] Available from: https://www.nytimes.com/2018/03/27/business/hm-clothes-stock- sales.html [Accessed on 13thNovember 2018]. TheFashionLaw.(2016)FastFashion.[Online]Availablefrom: http://www.thefashionlaw.com/learn/fast-fashions-green-initiatives-dont-believe-the-hype [Accessed on 13thNovember 2018]. Tyler, J. (2018)We visited H&M and Zara to see which was a better fast-fashion store - and thewinnerwasclearforakeyreason.[Online]Availablefrom: https://www.businessinsider.in/We-visited-HM-and-Zara-to-see-which-was-a-better-fast- fashion-store-and-the-winner-was-clear-for-a-key-reason/articleshow/64125413.cms [Accessed on 13thNovember 2018].