Marketing Tactics of H&M - Marketing strategies used by H&M

Running Head=MARKETING TACTICS OF H&M
Marketing tactics of
H&M
Marketing strategies used by H&M
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Executive summary: Promotion and Marketing are an integral part of an organization; recent
years have shown a tremendous increase in the e-commerce market in retail clothing. The
advent of the internet has revolutionized the marketing strategy of transactions. H&M group
has used social media platforms and various other digital marketing sources to reach out to its
customers. The organization have efficiently used social media sites like Face book, Twitter
and Instagram for interaction and introduction of new products and various sales offer.

Marketing tactics of H&M
Contents
1. Introduction..............................................................................................................................2
2. Marketing and promotional activity of H&M..........................................................................3
Advertisements............................................................................................................................3
Sales and Promotion....................................................................................................................6
Direct Marketing..........................................................................................................................6
Internet Marketing.......................................................................................................................9
Public Relations.........................................................................................................................12
3. Conclusion..............................................................................................................................12
4. Reference................................................................................................................................14
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Marketing tactics of H&M
1. Introduction
Retail clothing commerce has shown a flourishing growth over the last few years mostly credited
to its swift and successful evolution over the years. The advancement of technology related to
designing and clothing productions along with the huge involvement in the e-commerce sector
has helped retail clothing businesses to be one of the utmost progressive businesses in the world.
Hennes & Mauritz (H&M) is a Switzerland based company who initiated their business in
Vasteras city of Switzerland. Since its start of operation in the year of 1947, H&M has grown
throughout the years as a global brand (Księżak, 2016). The vast expansion of the H&M can be
measured by the presence of its stores in seventy-four different markets spread throughout the
continents of Australia, North America, South America, Europe, and Asia with a workforce of
almost 180,000 (H&M Grpup, 2018). The global H&M group consists of eight major brands
such as H&M, COS, Afound, & other stories, ARKET, Monki, H&M Home and Weekday, a
pictorial representation of the logos of the brands associated with H&M are shown in Figure 1.
As there are varieties of brands come under the H&M group its market grab has increased
throughout the years. At present altogether H&M group provides consumers service regarding
various styles and trends in the field of clothing, beauty, accessories, healthy food products and
items for home decor. The advancement in the e-commerce market resulted in the transfer of
costumers to online shopping rather than a brick and mortar business model. However, H&M has
shown steady growth in its physical stores along with its e-commerce sector (Spanke, 2020).
Figure 1: Brands available under H&M group (Oishi, 2018)
Marketing strategy works as an important tool for an organization for the achievement of
organizational goals. The promotional events carried out by the organization for the introduction
of a new product or opening of the store, pricing of goods, distribution of product and
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Marketing tactics of H&M
standardization of the product quality plays a vital role in the growth of the firm (Tan & Sousa,
2013).
The type of lifestyle and personality of an individual or a society is highly dependent on their
social, psychological and cultural environment of the society (Van Acker et al., 2016). H&M
global comprising eight major aforementioned organizations have devised their marketing
strategies based on the requirements of consumers and the market in which their products have
been introduced. Marketing of the product is highly segmented based on the various aspect of the
market such as consumer demography, age group, class and family life. The social media
marketing such utilization of Twitter, Facebook and Instagram has made a huge impact on
consumers and is one of the modern marketing practices applied throughout the commercial
sector (Chianasta & Wijaya, 2014). The application of social media marketing approach has been
applied by H&M for the promotion of various offers in their store or in case of opening of a new
store (Kang & Kim, 2017).
2. Marketing and promotional activity of H&M
Marketing is one of the fundamental parts of any firm, in the market of globalizations where the
consumer expects cheaper but high-quality products (Mackay & Wilmshurst, 2012). Therefore
the marketing of a product is as much important as the quality of the product. In a globally
changing and challenging market a well-planned marketing strategy is a prerequisite for any
organization to maintain sustainable growth (Hult, 2011). The marketing strategy of a firm
should be standardized as per the products and services offered by the organization along with
the values of the firm on which it operates. However, the marketing of a product should be
changed based on the market in which the product has been introduced. Therefore, it is of prime
importance that marketing strategy is a mix of standardization and adaptability as per the market
requirement (Brei et al., 2011).
Advertisements
An advertisement is a form of verbal and non-verbal communication through the service
provider for a consumer, which is generally directed towards attracting the consumers towards
the products offered by the service providers. Most of the early video advertisement of H&M
targeted youth as they future youth icons such as David beckham and pop star Nicki minaj.
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