Retail Management

Retail
Management

Retail Management 1
Contents
Introduction to retail.................................................................................................... 2
Introduction to the company........................................................................................... 2
Key significant changes within the UK fashion retail............................................................3
Applicable changes within the micro environment...............................................................5
Strategies and tactics to be used...................................................................................... 6
Recommendations....................................................................................................... 8
Conclusion................................................................................................................ 8
References.............................................................................................................. 10

Retail Management 2
Introduction to retail
The retail sales take place when an organization sells a product or service to the customers.
The transactions can occur by several sales channels like an online, store, through direct sales
or mail. The retailers identify and satisfy demand through the supply chain. The retailing is a
expedient, considerable and calm method for retailing goods and services. The commerce has
taken a new form with the new management techniques. Retail has become changing due to
the changing and dynamic consumer psychology.
The fashion retailing is all about the procedure of managing the flow of retail from the unique
choice of the designs to be manufactured to the presentation of the products to the retail
clienteles. It aims to maximize the sales of the company along with the profitability. The
successful retail marketing relies on undertaking customer desire along with responding to
the apposite products. The retailing is held accountable for recognizing and describing a
fashion producer’s target customers and retorting to those customer’s preferences.
Introduction to the company
This report focuses on the retail management of H&M (Hennes and Mauritz). H&M is a
Swedish multinational business focused on the cloth retailing. H&M was established in 1947.
The company is recognized for fast fashion clothing for women, men, teenagers, and
children. The product range of H&M comprises accessories, sportswear, cosmetics,
underwear and shoes. H&M is conducting operations successfully in 62 nations with more
than 4,500 stores. Most of the stores of H&M are mainly held by the US. Although, the brand
has a presence in all over the world comprising Macau, Cyprus, Iceland, and Tasmania.
H&M group owns eight established brands like H&M, Monki, COS, Weekday, Other Stories,
H &M Home, Cheap Monday and ARKET. These brands complement each other has own
unique identity. The extensive range offered by the company makes easy for the customers to
express their own personal style into the fashion. It is the objective of H&M to be up-to-date
and modern. The existence of the strong digital presence with the store creates a contiguity to
customers which is unique to the company. In the case of the social media, H&M is the most
visited website and app. The customers offering of H&M is accompanied with inspiration,
tips and videos everything from the eco-smart clothes to travel and hair styling.

Retail Management 3
The fashion industry is booming as companies like H&M’s output ready to wear garments
directly from the runway in the record time. H&M is capable of offering an extensive range
of apparel and accessories at reasonable prices. It has been deliberated that the company can
introduce the products into the stores in just two weeks whereas the other brands take a time
period of six months to design and launch new styles into the store. The designers are
employed by the H&M who can watch for the fashion trends on a constant basis and bring
new products to life. The suppliers around the globe help company to push the products to the
stores within the time period of one month (H&M, 2017).
H&M is having higher merchandise turnover which is possible by resupplying the product
pipeline with the updated fashion trends. The model of H&M is made up of a solid marketing
team which is capable of quickly determining the desire of the targeted demographic desires.
The required changes can also be executed into the supply chain by the marketing team of the
business. H&M aims for the pertinent and well curated offerings all the times and works
regularly to make products even better. The working of the company is enabled by the
digitalisation and innovative technology from the product development to the meeting with
the customers. The theory of the advanced analytics and automated procedures offer
assistance which is being intensively used by the company. It offers deep insight of the
customers along with the contribution to the faster, flexible and responsive supply chain.
Such investments have helped company to reinforce the customers offering, improving
shopping experience and providing more personalised communication. It will surly benefit to
the customers of the company in the coming time. All the eight brands of H&M share the joy
of offering customers best value of money and encourage making justifiable choices.
Key significant changes within the UK fashion retail
Political factors: The UK includes Wales, England, Scotland and Northern Ireland. The UK is
considered one of the most influential nations in the domain. There is strong political stability
in the country. Although Brexit has come up with the uncertainties and political debates. UK
is also considered a popular target for foreign direct investment (FDI). There are several
commercial industrialists and establishments around the globe who like to invest in the
industries in the UK (Upadhyaya, 2016). There is a constitutional monarchy in the country
which runs under the impact of the parliament system. There is a proactive government in the
UK and offers plenty of opportunities to the organizations operating within the economy
(Purvis, 2018).