Retail Theory and Practice

Retail theory and
practise

Table of Contents
INTRODUCTION...........................................................................................................................3
Introduction to Company...........................................................................................................3
Key changes in the UK Fashion retail.........................................................................................4
Relevant changes taking place in the micro environment...........................................................6
Various strategies and tactics which can be used........................................................................7
Recommendations.......................................................................................................................9
CONCLUSION..............................................................................................................................11
Reference.......................................................................................................................................12

INTRODUCTION
Retailing is a process which is used for selling of various services and goods to
consumers with the help of multiple channels related to distribution which are used to earn
profits by companies Retailers try to satisfy demand of customers with the help of their supply
chain. Fashion Retail is also a market which is dealing with fashion industry(Tjärnemo and
Södahl, 2015). There are various category of retailers who are dealing in various sectors such as
grocery stores, supermarkets, warehouse, convenience stores, warehouse retailers, e-commerce
companies etc. They are having a major objective of earning high profits to satisfy the need of
their customers. Hennes & Mauritz is a multinational clothing company which is known for
fashion clothing for women, men, children and teenagers. This company is associated and is
having operations in 62 countries and approx 4,500 stores across world.
Introduction to Company
Henens & Mauritz AB is a multinational company which is a part of fashion and retail
industry. This company is manufacturing of clothes in fashion industry for men and women. This
brand was established in the year 1947 and was founded by Erliong Persson. They have their
headquarters in Stockholm, Sweden and are having presence across many countries in world. H
& M is manufacturing fashion accessories, clothes and other related products. Major objective of
this company is to develop products according to requirements of their customers. They are
offering sustainable products to make a positive impact on their customer in comparison with
their competitors. They are having a short term goal which is to have a substantial impact on
society as a whole. Long term objective of this brand is to provide valuable products to their

customers. This will help them in creation of required modifications in the existing products of
company to attract more customers.
Mission: H & M has a mission to have a substantial impact on their customer and have
customer loyalty. They also want to affect the living conditions and lifestyle of people in society
and various communities(Tang, Lai and Cheng, , 2016).
Vision: H & M has a vision in which they are willing to focus on having changes towards
renewable and ethical changes in the fashion industry and have fair business practises.
Key changes in the UK Fashion retail
There have been lot of changes which are taking place in the external environment which
can be analysed with the help of PESTLE analysis which includes some factors which can be
considered for understanding the impact of macro environment factors is having on a company.
Political Political factors refers to those which have a
effect on overall functioning of a company.
They are factors which are concerned with
political environment of any country such as in
case of H & M this brand is having presence in
Egypt, Turkey and Lebanon. The overall
political nature of this company is going to
effect stability of operations in company.
These are have many political changes such as
US vs China trade War has been a major
concern for this industry. If this brand is
willing to enter in a country which is
developing and they are having changes in
labour laws related to minimum wages then it
will lead to increase in overall cost of
production which will lead to reduction in
profit margin.
Economical This factor is related to the economic
performance if a country such as it includes