London FL9: PGBM135 - H&M Fast Fashion Trends and Future Strategy

This report examines the fast fashion industry, with a specific focus on H&M. It analyzes key trends such as sustainability, influencer marketing, and the nostalgic revival of fashion. The report discusses the impact of mega-trends, including India's growing influence and the increasing demand for polyester. It also explores H&M's strategic plans for the next five years, including expanding its brand portfolio, addressing sustainable fashion, and catering to a diverse customer base. Furthermore, the report identifies both opportunities and threats for H&M, particularly concerning environmental factors and resource management. It highlights the importance of waste management and the potential for recycling to reduce costs and promote environmental friendliness. The report draws upon references from sources like Mo (2015) and Hm.com (2020) to support its analysis.

Trends in the Fast Fashion Industry
• Fast Fashion is also referred to as disposable fashion,
which leads to a lot of wastes.
• H&M focuses on long term planning and sustainability
rather than fast fashion, even though they intend to
address the latest fashion trends through their product
offerings (Mo 2015).
• The sector is encouraging production of clothes in bulk
amount, to meet the needs of the growing trends.
• Therefore, the fashion industry is a battle ground for
brands.
• Sustainability is one of the trends, in fashion, which
might be the key driver for change, in case of H&M.
• Influencer fashion is one the rise, which is embraced by
luxury brands as well as fast fashion trends (Mo 2015).
• Nostalgic revival of fashion is another trend which might
influence fashion and can be a driver for H&M in the fast
fashion industry.
Other Mega Trends
• India has grown up to be one of the factors influencing
fashion and megatrends,.
• The power of the manufacturing sector in India has
increased alongside the rapid growth of middle class,
influencing fashion and its demands.
• The growing demand and preference of polyester is
dominating the fashion industry.
H&M in the next 5 years
• H&M looks forward to bring more labels under its umbrella in the coming years.
• The company wishes to address sustainable fashion trends through its offerings.
• They also intend to have clothing ranges for all shapes and sizes, catering to a
great customer base, and become more inclusive (Hm.com 2020).
• H&M can enter growing markets and address ethnic and traditional trends
through their clothing ranges.
References
• Mo, Z., 2015. Internationalization process of fast fashion retailers: evidence
of H&M and Zara. International Journal of Business and Management,
10(3), p.217.
• Hm.com, 2020. H&M Offers Fashion And Quality At The Best Price. [online]
H&M. Available at: <https://www.hm.com/entrance.ahtml?orguri=%2F>
[Accessed 15 March 2020].
Threats and Opportunities for H&M in terms of environment
• With the emergence of sustainable fashion, H&M has great opportunities
to address to contribute to the betterment of the environment.
• H&M can recycle plastic commodities to produce clothing, which will help
reduce wastes, at the same time, can be used (Hm.com 2020).
• Shortage of resources can be one of the major threats which H&M may
face in the years o come.
• Management of wastes which are produced while manufacturing clothing,
should be paid great attention, with which they can reduce costs by
making their operation more environmental friendly.