Analysis of H&M's Sustainability Strategy: Charity and Animal Focus

This report provides an overview of H&M's sustainability strategy, focusing on the implementation of charity programs for used products and campaigns for animal protection. It details the steps involved in implementing these strategies, including market research, stakeholder engagement, and community outreach. The report highlights the potential benefits of these strategies, such as economic growth, competitive advantage, and enhanced social image, while also addressing challenges like stakeholder management, technical issues, and government approvals. Key performance indicators (KPIs) are identified to measure the effectiveness of these initiatives, including quantity of donations and community change. The conclusion emphasizes the importance of sustainability for brand image and competitive advantage, advocating for continued investment in these strategies.


H&M


Overview of the
organisation
It is a Swedish multinational clothing-retail company
It is known for its fast-fashion clothing for men, women,
teenagers and children
It operates in 62 countries with the over 4500 stores
It has 132000 people who helps them in achieving success
Strong online presence as it is available in 33 countries
(H&M, 2018)


Sustainability Strategy
Used products to charity
H&M has to organise the charity
programmes in which they collect the
usable clothes from the people and
provide them in charity


Campaigns for animals
Sustainability Strategy
The company has to organise the Campaigns
for protecting animals. It has been seen that
the manufacturing companies manufacture
the clothes with the use of animal skins. The
company can use the campaign strategy in
order to protect the animals which is
considered as the sustainability strategy


Implementation
Used products to
charity
 Market Research
 Develop contacts in
the market
 Collect clothes from
various people
 Target the different
NGO’s to provide the
services
Campaigns for animals
 Target the markets and
areas
 Organise camps by
taking permission from
government
 Provide education to
the people
 Becomes an inspiration
for the other companies


Benefits of the strategies
• Economic growth
• Competitive advantage
• Social Image in the market
• Healthy relationship with the government
• High profit due to high brand value


Challenges
Used products to charity
 Maintain the relation
between external and
internal stakeholders
 Technical challenges
while interacting with the
people
 Different perceptions of
internal and external
stakeholders
 Difficult to take the
permission from
government
 Difficult to influence the big
industries and factories who
manufactures the goods
with the use animals
 Consuming high cost
Campaigns for animals


 The company should maintain the healthy
relation with the government
 Encourage the investors to invest in the
campaigns and support the company projects
 Use effective channels in order to contact with
the people for effective results
 (Fibre2Fashion, 2018)
Overcome


Key performance
indicator
Charity strategy
Economical
performance
indicator
Quantity provided :
The company can measure
the quantity that how much
quantity it collects and
provided to people (PRE, 2018)
Campaign strategy
Social performance
indicators
Community Change
The company can measure the
performance by evaluating the changing
policies of manufacturing companies
Data collecting
The company collect the data of
animals death due to manufacturing
of clothes to measure the
effectiveness of campaigns


At the end, it is concluded that the company has
to implement the sustainability strategy in order
to enhance the brand image as well as for the
society.
These strategies helps to gain the competitive
advantage by developing healthy relation with
the government and they also have many
benefits.
Key performance indicators are the best sources
from which the company measure the
performance.
Conclusion


PRE. (2018) Sustainability Performance Indicators. Retrieved from: https://
www.pre-sustainability.com/sustainability-consulting/sustainable-practices
/sustainability-strategy/sustainability-performance-indicators
H&M. (2018) who we are. Retrieved from:
https://about.hm.com/en/about-us.html
Fibre2Fashion. (2018) Environmental strategies adopted by companies to
achieve sustainability. Retrieved from: https://
www.fibre2fashion.com/industry-article/7224/environmental-strategies-ad
opted-by-companies-to-achieve-sustainability
Lloret, A. (2016). Modeling corporate sustainability strategy. Journal of
Business Research, 69(2), 418-425.
REFERENCES