Fashion and Textile Marketing

Running Head: Fashion and Textile Marketing
Fashion and Textile Marketing
[Type the document subtitle]
Laptop04011
[Pick the date]

Fashion and Textile Marketing 1
Executive Summary
The objective of the paper is to guide the reader about the information about the company H&M.
The paper highlights details about the marketing aspects of the company and the strategies of the
company to increase its effectiveness in the business environment. Segmentation, targeting and
positioning activities of the company are conducted to analyse the marketing mix activities of the
company for its sustainable growth. The latter part of the report also elaborates the
organizational implication of several activities of the business in the market. Budget is prepared
for the new marketing activities of the business and evaluation and monitoring of the budget is
conducted. Further, it should be noted that the company H&M is (Hennes & Mauritz AB) is a
Swedish multinational organization that operates its business functions in the clothing industry.
The organization is recognized for its fast fashion clothing for men, children, teenagers and
women. The company has second largest global presence in the clothing industry.

Fashion and Textile Marketing 2
Contents
Introduction......................................................................................................................................2
Marketing Objective........................................................................................................................2
Marketing Strategy..........................................................................................................................3
STP..............................................................................................................................................3
Marketing Mix.............................................................................................................................4
Product.....................................................................................................................................4
Price.........................................................................................................................................4
Place.........................................................................................................................................5
Promotion................................................................................................................................5
Organizational Implication..............................................................................................................5
Action Plan......................................................................................................................................7
Evaluation and Monitoring Plan......................................................................................................8
Budget..............................................................................................................................................8
Conclusion.......................................................................................................................................9
References......................................................................................................................................10

Fashion and Textile Marketing 3
Introduction
The scope of the report is to explain the marketing activities of the company H&M (Hennes &
Mauritz AB) in the business environment. With the degree of increasing competition, the
company has also found the need of implementing changes in the environment to grow. The
market segment is rapidly changing with the changing interest of consumers which is creating
impression on the demand of the company H&M. The demand of the customers has started
shifting from sustainable choice to highly fashionable and innovative choice in the business
environment. The report includes evidence regarding the marketing objectives and policies of the
company in the target market. The strategies explain the marketing activities and action plan that
the business should use and implement in order to grow. More details about the report are
discussed below:
Marketing Objective
The marketing objectives help the company to attain reputable growth in the target market by
targeting the right type of customer segment. These objectives are discussed below:
S (Specific) - Increase the brand value of the company by using successful promotional
campaign.
M (Measureable) – The business should aspire to develop the recognition of the brand by 12% in
the target market (Nguyen 2018).
A (Achievable) – The business should aspire to positively influence the sales by 5% in the
market.
R (Relevant) – The business should produce 50% of their products using innovative and highly
fashionable trends present in the market.
T (Time Bound) – The Company should increase the customer satisfaction by 50% within the
time frame of one year (Mierzejewska 2017).